TBC Bank Uzbekistan Becomes Top 3 Banking Brand in the Country
TBC Bank Uzbekistan, one the country’s largest digital banks and part of the TBC Uzbekistan digital banking ecosystem, has been ranked in the top 3 banking brands amongst Uzbekistan’s consumers, according to a recent report by Research Group Central Asia (RGCA).
The Brand Health Tracking report, conducted in 3Q 2025, provides a comprehensive evaluation of the perception of banks and payments services in Uzbekistan. Out of the country’s top 15 banks, TBC Bank Uzbekistan ranked third in overall brand awareness, improving its performance across key metrics such as top-of-mind and aided brand awareness. TBC Bank Uzbekistan’s reputation was even more pronounced in the capital of Tashkent, where the bank ranked first in brand recognition amongst all banks.
Powered by the expansion of its user base, an increased number of respondents reported having used the bank within the past three months. TBC Bank Uzbekistan was also highly perceived as a reliable and convenient bank, with customers highlighting improvements in mobile app and service quality. 11% of respondents demonstrated unaided brand awareness, while 29% recognised it when prompted, demonstrating the bank’s position as a leading market player.
Nodira Sultankhodjaeva, Marketing Director at TBC Uzbekistan, commented: “We’re more than just a bank, we’re taking the pain out of financial services through a more accessible and convenient fully digital approach. Consumers are resonating strongly with our offering and placing their trust and loyalty in us. We are proud that in just five years since launch, we have grown to become one of the most recognisable brands in such a competitive market. The results of this report further validate our approach as we continue building out our market-leading digital banking ecosystem”
These findings underscore the continued growth of TBC Uzbekistan – Central Asia’s leading digital banking ecosystem now reaches around 22 million users, more than 50% of the population. In addition to TBC Bank Uzbekistan, the report also highlights the strong market leadership of TBC Uzbekistan’s payments app Payme. Total brand awareness of Payme exceeds 70%, making it a top 2
most recognized payment service, while it took top spot in the capital of Tashkent, where 19% of respondents named Payme as their top-of-mind payments brand.
RGCA’s Brand Health Tracking report is conducted at regular intervals, enabling continuous monitoring of brand perception changes in the market. It reflects brand awareness in various contexts and reveals shifting consumer preferences amid intensifying competition in the financial services sector. The methodology involves regular measurement of four key indicators: Brand Awareness; Usage; Consideration; Customer Satisfaction Index (CSI), and Net Promoter Score (NPS). The first wave of the 2025 study covered approximately 2,000 respondents across all regions of Uzbekistan – men and women aged 18 to 65 who are holders of bank cards and active users of banking or payment services apps.
