YOTA / Round
A better money experience
In 2011, ELSE were asked by Russian 4G Telco Yota to conceive and develop a completely new branchless bank and payment service for Russia – in effect, to redesign the experience of money.
In Russia at the time, credit cards were almost non existent – people would charge payment cards with cash.
This meant lots of cash and lots of people with many separate bank accounts. Individuals would have almost one account for every job they had.
So how do you change the relationship people have with their money and join the dots?