The leader behind one of Turkey’s top banking apps shares how an initiative from the country’s largest bank disrupted a crowded fintech market.

With over 600 fintech competitors, İşbank’s Nays app carved its own path by delivering a gamified user experience that attracted 1 million users in its pilot and 3 million in just 12 months. Ceyda Yalçın, leader of the Nays app, joins McKinsey’s Andrew Roth to explore how innovative features, strategic marketing, and simplicity helped Nays stand out and win over Turkey’s young, tech-savvy customers. Beyond growth, Yalçın delves into the challenges of maintaining a startup mindset, while continuing to innovate and scale in an increasingly competitive market.

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