From frustration to transformation: Reflections on the GCC Banking Sentiment Index

I’ve only been at Azentio a little over three months, but in that short time I’ve had countless conversations with banks across the GCC. And one theme keeps coming up: customers are demanding more, whether it’s faster responses, smoother digital journeys, or experiences that feel closer to the other apps they use every day.

That’s why I found PwC’s GCC Banking Sentiment Index 2025 so compelling. With over 2.7 million consumer conversations analysed across the region, the message from customers is clear: they want banking that is faster, smarter, safer, and more personal.

For banks, this signals both a challenge and a massive opportunity and for solution providers like Azentio, it presents a clear mandate: to empower financial institutions with technology that turns these market signals into competitive advantage.

Turning pain points into opportunities

The report highlights several recurring pain points across the GCC banking landscape that continue to shape customer sentiment and expectations. These include service responsiveness, with 72% of complaints linked to slow turnaround times and unresolved queries; digital friction, where mobile apps and online platforms are frequently criticised for login failures, transaction errors, and poor performance; security and trust, as ongoing fraud concerns and limited communication around incident resolution erode customer confidence; and product dissatisfaction, driven by complex pricing structures, hidden fees, and inflexible loan offerings.

Each of these challenges represents far more than a problem, they serve as a clear roadmap for innovation and transformation. This is precisely where Azentio can empower banks to close the gap between customer expectations and delivery, turning today’s pain points into tomorrow’s competitive advantage.

Pricing vs. experience

PwC found Saudi customers were relatively positive about pricing, helped by competitive offers. In other markets, though, fees and repayment challenges drove a lot of dissatisfaction.

But here’s the thing: I don’t think pricing will decide the winners anymore. Customers are evaluating the whole journey. Was the process smooth? Did the bank communicate clearly? Did I feel in control? A slightly better interest rate doesn’t make up for an app that crashes or a service team that takes days to respond. Experience itself is the new loyalty driver.

SMEs: a clear growth opportunity

The report also hints at something I care a lot about: the SME segment. SMEs drive almost half of the region’s non-oil GDP, yet they still struggle to access credit on fair and timely terms.

The sentiment analysis suggests SMEs often face the same frustrations as retail customers, long delays, confusing processes, inconsistent communication. That’s a missed opportunity. With digital onboarding, policy-driven compliance, and AI-enabled use of alternative data, banks could responsibly open up credit to thousands of SMEs who today feel stuck outside the system. That’s not just an economic win; it’s social progress too.

Looking ahead: three forces shaping GCC banking

PwC calls for more customer-centric innovation. I think they’re right, but I’d frame it in terms of three forces that are already reshaping the landscape.

• AI moving from pilot to production. We’re past the hype stage. Banks already started deploying AI in ways that compress cycles, personalise experiences, and sharpen risk management. But it only works with clean data and clear guardrails.
• Composable platforms. Banks will demand flexibility. They won’t accept systems that trap them into one way of doing things. Composable, modular platforms let them innovate fast and still differentiate.
• Inclusion as growth. Whether it’s SMEs, younger customers, or underserved communities, inclusion will be a key driver of growth. And Islamic finance, with its ethical foundation, is uniquely positioned to lead, if it embraces digital transformation fully.

My take

What excites me about being in the GCC right now is the pace of change. Smartphone adoption is sky-high, populations are young and digital-native, and regulators are pragmatic and open to new ideas. It’s an environment where banks don’t just catch up to legacy models, they can leapfrog them.

The real question is whether they’ll move fast enough. Those that place trusted AI, resilient digital platforms, and customer-first journeys at the core of their strategy will shape the market. Those that hesitate risk losing relevance sooner than they think.

At Azentio, my focus is on working with banks that want to stay on the front foot. Our vision is clear: the future of banking here will be fast, intelligent, and inclusive, but above all, it must be trusted. Without trust, nothing else holds.

The banks that win will be those that stay a step ahead, anticipating needs, personalising every interaction, and solving problems before they arise. That’s why Azentio is here: not as another software vendor, but as a growth partner, combining local market knowledge with practical AI to deliver banking that feels smarter, safer, and more human.

Because the future of banking here isn’t just digital. It’s intelligent. And we’re ready to help lead the way.