30%
reduction in cost-to-serve
8%
improvement in cost-income ratio
30%
increase in active digital customers
20-40 %
annual growth in digital customer acquisition
We deliver measurable results
Get to know MSB
Maritime Commercial Joint Stock Bank (MSB), based in Vietnam, is a leading financial institution with a strong commitment to digital transformation. Serving over 5.5 million individual and 100,000 corporate customers, MSB has positioned itself as a pioneer in modernizing Vietnam’s banking landscape.
With a focus on building scalable digital platforms and delivering better customer experiences, MSB continues to advance its digital banking capabilities across both retail and enterprise banking.
Challenges
Targeted solutions for
Outdated Mobile Application
MSB’s existing mobile app struggled to meet the increasing demands of both product development teams and transaction volumes. Frequent system overloads caused service interruptions, negatively impacting the customer experience and limiting the bank’s ability to grow its digital capabilities.
Fragmented Systems
MSB’s existing in-house applications lacked unification, creating inefficiencies across operations and customer journeys. The bank needed a more connected foundation to support increasingly complex digital banking experiences.
Cost and Scalability
As customer expectations evolved, MSB needed seamless, omnichannel banking experiences while maintaining operational efficiency. Reducing costs, improving agility, and enabling faster product development were critical to scaling its digital offerings.
SOLUTIONS
Our tools for success
MSB addressed these challenges by forming a strategic partnership with SmartOSC, leveraging its extensive expertise in Vietnam’s financial sector and seasoned Fintech team. Together with Backbase, the teams implemented the Backbase Engagement Banking Platform to unify applications, improve scalability, and enable more seamless digital banking experiences.
Key elements of the solution include:
Unification of Applications:
Transitioning to a single, scalable platform to connect digital banking applications and streamline customer journeys across retail and enterprise banking.Enhanced Digital Factory: Enabling MSB’s in-house team to build and evolve end-to-end digital experiences across onboarding, daily transactions, lending, and product services.
Local Expertise: SmartOSC tailored the platform to Vietnam’s specific regulatory, market, and business requirements, providing hands-on implementation support throughout the transformation.
Frictionless Experiences: Simplifying onboarding and product journeys while creating more consistent digital experiences across channels.
Success
We deliver impactful results
The transformation culminated in the launch of MSB Digital Bank and MSB Business Banking in September 2026 – bringing two distinct banking experiences onto one unified digital foundation.
- Nearly 40 end-to-end customer journeys redesigned
- 70% of internal processes digitised
- 200K + 500 new retail and enterprise customers supported through monthly self-service onboarding
The new platform provides MSB with a more scalable foundation for continued digital growth, supporting both retail and enterprise banking on a unified platform.
MSB x SmartOSC x Backbase:
Unifies Retail And Enterprise Banking On One Platform.
Built with implementation partner SmartOSC, and Backbase Expert Services, MSB's new app targets 200,000 new retail customers a month through fully self-serve onboarding.
SmartOSC Joins Forces With MSB To Implement Bacbase’s Customer-Centric Engagement Banking Platform
This milestone marks a pivotal step in MSB’s journey toward customer-centric modernization, advancing its digital factory, and delivering seamless experiences driving financial innovation in Vietnam.
