The CEO of Kaspi.kz on Designing an Essential Superapp

When I stepped in to run the company that would become Kaspi.kz in 2007, it was a bank with no online presence that had been struggling to survive amid a global financial crisis. Today, it is the most widely used platform in Kazakhstan for financial and government services, payments, and e-commerce. It serves 75% of the population and generates $2 billion in annual net income on revenues of just under $5 billion. The U.S. equivalent might be having PayPal, Amazon, Capital One, Booking.com, and Instacart all in one app. How did we effect such a dramatic transformation? With an unwavering focus on creating and delivering more value to customers.