The Ukrainian banking sector significantly increased its marketing expenses, investing over UAH 2.2 billion to compete for consumer attention in 2025. Banks aggressively used rebranding, viral app campaigns, and partner discounts to expand their client bases. This is evidenced by LIGA.net calculations based on data from the National Bank of Ukraine.
According to NBU analysis, the largest market players have traditionally accounted for the lion’s share of advertising investments.
- PUMB — UAH 601 million (+11.3%). The absolute leader in terms of expenses was FUIB, which increased its budget by 11.3% compared to 2024.
- Raiffeisen Bank — significant growth (+55.3%). The bank ranked second in terms of expenses, demonstrating aggressive budget growth of over 50%.
- Universal Bank (monobank) — UAH 196 million (+83.2%). The parent bank of the monobank project demonstrated a rapid expansion of the marketing budget (growth of 83.2%).
