What is Sales and Marketing Strategy of AIB Group Company?

Mobile and web are primary acquisition rails: monthly mobile logins exceed tens of millions and in-app self‑serve features reduce cost‑to‑serve while boosting conversion for deposits, loans and cards.

Network trimmed to roughly 170–175 Irish branches by 2024, with advisory hubs retained for complex lending, wealth and SME relationship work to support high‑value sales and cross‑sell.

Post‑2022 expansion captured mortgage demand amid competitor exits; brokered mortgages now represent a rising share of new home‑loan flow across AIB, EBS and Haven brands.

Sector‑specialist relationship managers across Ireland and AIB GB handle corporate, SME and cash management sales, supported by digital portals for FX and transaction banking.

'Backs belief' frames AIB Group sales strategy and AIB Group marketing strategy as support-first, emphasizing trust rebuilt through strong capital and risk discipline and practical advisory for customers.

Customer journeys prioritize frictionless digital flows with human support for complex needs; the app consistently ranks among the highest for Irish banks and contributes to rising NPS and app ratings.

Positioning centers on green finance with multi‑billion lending targets through 2030 and public sustainability reporting that underpins the bank’s differentiated value proposition.

Specialist SME and corporate expertise, integrated payments and advisory services support AIB Group business banking sales approach for SMEs and corporate banking sales AIB efforts.

Purpose-built to rebuild trust and signal growth backing for consumers and SMEs through emotive long-form storytelling. Omnichannel mix—TV, cinema, digital video, social and sponsorship—helped sustain brand awareness above 80% in Ireland and lift NPS, contributing to increased new-to-bank current accounts and higher SME lending share.

Designed to lead sustainable finance adoption with retrofit journeys and BER improvement stories; messaging included rate discounts and eligibility tools. Channels—search, social, native content, broker co-branding and branch events—drove a material rise in green mortgage share of new lending and heavy engagement with retrofit calculators, supporting multi‑billion green lending targets and lower portfolio emissions intensity.

Positioned the bank as the SME partner during recovery with documentary profiles, sector guides and funding explainers. Delivered via LinkedIn thought leadership, TV cutdowns, radio and RM webinars, yielding double‑digit YoY growth in new SME facilities post‑2021 and award-winning SME support communications.

Focused on reducing APP fraud and social engineering through hard-hitting dramatizations and step-by-step prevention across TV, radio, app inbox, SMS and PR with law enforcement. Resulted in measurable reductions in successful scam rates for engaged cohorts and increased two‑factor and biometric adoption.

Rapid acquisition campaign with a simple switching promise, concierge support and time-bound incentives across search, comparison sites, OOH and in‑app pre-approvals. Sector-wide switching produced hundreds of thousands of account openings; AIB captured a leading share, expanding current account base and deposit balances and supporting 2023 NII above €3.7bn.

GAA partnerships and cultural event sponsorships amplified mass reach with matchday content, grassroots grants and creator collaborations. Campaigns show high recall among 18–45s and strong social engagement lifts during peak seasons, reinforcing national brand salience.