5.7%

Uplift in conversions

4.2K+

Additional NTB onboardings per month

Trust Bank Boosts New-to-Bank Onboarding by 5.7% with Smart CRO Optimization

About Client

Trust Bank is Singapore’s first fully cloud-native digital bank, created through a strategic partnership between Standard Chartered Bank and the FairPrice Group. Launched with the vision to redefine digital banking, Trust Bank integrates global financial expertise with deep local insights to deliver simple, secure, and rewarding experiences.

In just a short span, Trust Bank has earned strong brand equity and rapid adoption, attracting thousands of downloads with its customer-first approach. Its mission is clear: make everyday banking effortless while offering transparency, trust, and innovation that resonates with modern digital-first consumers.

Business Challenge

While app adoption was strong, Trust Bank noticed significant drop-offs at the very first screen of its mobile onboarding journey. This early friction risked losing high-intent new-to-bank (NTB) users before they could even explore the bank’s offerings.
Key challenges included:

A prominent “Existing Customer? Login” button placed at the top, which often misled NTB users and caused premature exits.
Product cards without clear CTAs, creating confusion on how to begin the application process.
High-intent disengagement, with potential customers abandoning before completing onboarding—negatively impacting NTB acquisition volumes.

Goal

To drive higher NTB acquisition by:

Reducing friction on the onboarding entry screen.
Clarifying the application path for first-time users.
Balancing NTB and existing user journeys, ensuring login access remains available but does not interfere with NTB flows.