Research Group Central Asia (RGCA) has released the first wave of its Brand Health Tracking report, a comprehensive evaluation of perceptions of banks and payment services in Uzbekistan. TBC Bank secured the third place in overall brand awareness among the country’s 15 largest banks, improving its performance across the awareness metrics – both top-of-mind and aided recall. The growth is especially pronounced in the capital city: in Tashkent, TBC Bank ranked first in brand recognition among all banks.
The study reflects how readily users recall brands in various contexts and reveals shifting consumer preferences amid intensifying competition in the financial market. The methodology involves regular measurement of four key indicators:
- Brand Awareness;
- Usage;
- Consideration;
- Customer Satisfaction Index (CSI) and Net Promoter Score (NPS).
The first wave of the 2025 study covered approximately 2,000 respondents across all regions of Uzbekistan – men and women aged 18 to 65 who are holders of bank cards and active users of banking or payment services apps.
The sample is representative of both urban and rural populations and accounts for income-level differences.
According to the findings, TBC Bank has also expanded its customer base: more respondents reported having used the bank within the past three months and continuing to do so currently. RGCA notes the Bank’s strongest growth among urban residents with medium and high incomes.
The research further indicates that TBC Bank is perceived as a “reliable” and “convenient” bank, with customers highlighting improvements in the mobile app and service quality. The Bank is increasingly visible – 11% of respondents demonstrated unaided recall, while29% recognized it when prompted, signalling growing interest in the brand.
“TBC Bank is not just a story about a bank – it’s about the people who make digital services more accessible and intuitive. We’re growing alongside our customers, and we see how trust translates into recognition, and convenience into genuine brand loyalty,” said Nodira Sultankhodjaeva, Marketing Director at TBC Uzbekistan.
In the fintech segment, payme and Click remain Uzbekistan’s most recognized payment services. According to the study,payme maintains the highest spontaneous awareness in Tashkent – 19% of respondents named it first when asked which payment apps they know. Total brand awareness of payme exceeds 70%, and its usage remains particularly high among urban residents and audiences with medium incomes. Women recall payme more frequently than men, and one in five users in the capital considers the app for future use.
“We’re witnessing growing trust in online banking and fintech across Uzbekistan – not just in Tashkent but also in other regions. Today, it’s not deposit rates or fee sizes that users focus on most, but how quickly and conveniently they resolve their financial matters through an app. This trend is especially evident among the 25–40 age group – they drive demand for digital services and often use several apps simultaneously. Digital products are no longer niche; they’re becoming integral to everyday financial culture. For banks and fintech companies, this is a clear signal: competition is shifting decisively from pricing strategies toward user experience and technology,” said Vyacheslav Karpov, CEO of RGCA.
Brand Health Tracking is conducted by RGCA regularly, enabling continuous monitoring of brand perception changes in the market. The first-wave 2025 report shows that TBC Uzbekistan’s ecosystem is strengthening its position through synergies between banking and fintech offerings – TBC Bank is consolidating its status among the country’s largest banks, while payme maintains leadership in digital payments.
Partnership
