Episode 118
Built for Change: Inside tbi Bank’s Challenger Strategy with Petr Baron
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In Episode 118 of the Fintech Garden podcast, Igor Tomych sits down with Petr Baron, CEO of tbi fs, to uncover the story behind one of Southeast Europe’s most unconventional and successful digital banks.
From its roots as a consumer finance arm of a Dutch-Israeli group to becoming a hybrid digital-first bank operating across Bulgaria, Romania, and Greece, tbi’s evolution has been anything but traditional.
Petr shares his firsthand experience navigating the post-2008 financial crisis, building out a digital strategy long before it was popular, and leading tbi through shareholder transitions, regulatory shifts, and digital reinvention.
Why This Episode Matters #
As most fintechs went fully digital, tbi bank took a different route—blending physical customer service centers with seamless mobile experiences. This hybrid model didn’t just serve underbanked users—it created trust, loyalty, and scale in markets where digital penetration was still growing.
In this episode, we explore:
- How tbi turned a legacy credit business into a profitable fintech challenger
- Why “phygital” (physical + digital) banking still matters in emerging markets
- The tech infrastructure behind tbi’s regional expansion
- Why trust, empathy, and human touch still drive retention—even in digital banking
- The importance of merchant integration in building lifetime customer value
- How tbi transitioned from a POS lender into a full-stack BNPL and banking player
Petr also explains why credit-led models still win in fintech—and what it takes to move from one-time loans to long-term customer relationships.
Whether you’re launching a challenger bank, investing in fintech infrastructure, or exploring regional expansion in Europe, this conversation is full of practical lessons and strategic depth.
Listen to the episode now!
Guest Appearing in this Episode
Petr Baron
CEO of tbi fs
Petr Baron is a seasoned financial executive and entrepreneurial leader with over 23 years of experience in banking and finance. Since 2016, he has served as CEO of 𝐭𝐛𝐢 bank, guiding its transformation into one of Southeast Europe’s most innovative financial institutions. His leadership is rooted in fostering entrepreneurial thinking, building problem-solving teams, and cultivating a culture where learning from failure is part of growth. Beyond banking, Petr is an early-stage investor in tech ventures that challenge the status quo through personalization and accessibility. His work centers on driving long-term impact through innovation, talent development, and purposeful partnerships.
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