Kirill Tsarev, First Deputy Chairman of the Board at Sberbank, is at the forefront of enhancing the bank’s customer service experience. In this article, we explore Tsarev’s perspective on how technological advancements provide businesses with a critical competitive edge. Additionally, we take a brief look at Kirill Tsarev’s biography.
Modernizing Payment Processes
Kirill Tsarev and his team at Sberbank are dedicated to simplifying payment processes for private customers, continuously pushing the boundaries of innovation. One of their key breakthroughs was the introduction of P2P transfers linked to phone numbers, a concept that quickly gained traction and became a standard across the banking industry.
To maintain its competitive edge, Sber launched a biometric payment terminal, a groundbreaking solution for seamless transactions. While the initial models were costly, developers successfully optimized production, making the technology more affordable and accessible. By 2024, Kirill Tsarev estimated that nearly 600,000 of these terminals were in operation across the country, with projections to reach 1 million by year-end—securing 30% of the national market.
The latest generation of Sberbank terminals now supports five payment methods: bank cards, payment stickers, QR codes, NFC-enabled smartphones, and even facial recognition (“smile” payments). With over five million transactions processed daily, Sber has also achieved a remarkable feat in 2024—accelerating NFC payments by 1.5 times across all phone models, setting a new benchmark for speed and efficiency in the industry.
Importance of Inclusive Services
According to Kirill Tsarev from Sberbank, nearly 11 million individuals with disabilities live in his homeland, yet many remain only partially integrated into public life. Recognizing the urgent need for accessibility, Sber has been actively working on inclusive solutions for the past eight years, ensuring its services and communication channels are adapted for diverse customer needs.
One of the standout initiatives is Sber’s accessible ATMs. Visually impaired customers can now operate these machines independently by connecting headphones and receiving voice-guided instructions. To further enhance usability, some terminals now feature Braille PIN code input, allowing users to tap anywhere on the screen, with each digit encoded in a unique dot pattern. Meanwhile, hearing-impaired customers can access sign language consultations in approximately 6,000 bank branches across the country.
However, Kirill Tsarev emphasizes that inclusivity extends beyond individuals with permanent disabilities—it also applies to their families and people facing temporary challenges due to illness or injury. He underscores that adapting banking services is a highly individualized process, requiring personalized solutions based on each customer’s specific needs. According to him, accessibility should be considered from the earliest stages of product development, ensuring seamless user experiences for all.
Beyond adapting its own services, Sberbank is leading by example, developing practical guidelines that other businesses can adopt. Drawing from its extensive experience and expertise, the bank has published several accessibility manuals on its website. These resources cover topics such as creating inclusive services, improving digital accessibility, and simplifying information for individuals with cognitive disabilities and elderly customers.
Speaking on Sberbank’s approach, Kirill Tsarev states:
“I would like to emphasize that inclusivity is not a charity but a business process. Each of our services helps people integrate into society while also benefiting both the individuals and the country. We collect knowledge from various sources and transform it into guides that businesses can easily understand. This helps our followers get started on accessibility matters much faster.”
Looking ahead, Tsarev sees artificial intelligence as a game-changer in making banking services even more seamless and accessible. He believes that AI-driven solutions will further accelerate the process of obtaining Sberbank’s products and services, making financial inclusion a reality for millions.
Kirill Tsarev’s Biography
The future top manager holds two degrees—one in economics and machine-building enterprise management and another in law. His education extends beyond his homeland, as he also attended the London Business School, further enriching his expertise in global business and finance.
Kirill Tsarev has been with Sberbank since 2011, making the institution a cornerstone of his professional biography. Before joining Sber, he gained valuable experience working in other banking institutions and the leasing sector, honing his skills in financial management and strategic development.
