UniCredit Bank has launched Prime by UniCredit, a package of services and benefits designed for clients who are looking for a personalized banking experience, easy and fast access to exclusive services, and dedicated support in managing their personal finances.
Launched in Romania as part of the regional Prime by UniCredit model, the new solution reflects the bank’s commitment to combining digital technology with the value of human relationships through a dedicated banker, as well as with the advantages offered by products and services tailored to clients with a high level of financial engagement.
Prime by UniCredit also involves the development of dedicated infrastructure within the bank’s branch network. In this context, in July 2026 UniCredit Bank inaugurated its Dorobanți Branch, which includes specially designed Prime offices and dedicated spaces where clients can meet and speak with their dedicated bankers.
The initiative comes at a time when a significant share of banking interactions have moved, or are continuing to move, online. However, clients still value personalized advice during important moments, such as purchasing a home, developing a business or planning their finances for the long term.
“We are opening a new UniCredit Bank branch, a space that reflects how we see the future of banking: modern, digital and efficient, while at the same time remaining close to people and built on relationships of trust. We continue to invest in our network, our people and the capabilities needed to provide an integrated banking experience of the highest quality,” said Mihaela Lupu, CEO of UniCredit Bank.
UniCredit Bank is thus seeking to respond to an increasingly evident trend in consumer behavior: the need to combine the speed and convenience of digital channels with the support provided by a specialized adviser when financial decisions become more complex.
“Through Prime by UniCredit, we aim to offer more than financial products and services. We are building an experience in which the expertise of a dedicated banker, fast access to services and benefits relevant to our clients’ lifestyles come together in a complete solution. Prime by UniCredit means attention, trust and a banking experience built around our clients’ financial needs and goals, designed to create a long-term relationship,” said Antoaneta Curteanu, Executive Vice President Retail at UniCredit Bank.
Digital banking and relationships built on trust
Technology and artificial intelligence will continue to play an essential role in the development of financial services, while direct relationships with clients remain an important part of the business model.
“People should not have to choose between technology and a personal relationship. They deserve to have both,” said Mihaela Lupu during the inauguration event for the new branch.
Through the Prime by UniCredit offering, clients have access to a comprehensive banking experience that includes current accounts in Romanian lei, euros and US dollars, a Mastercard Platinum debit card, unlimited cash withdrawals from ATMs in Romania and abroad, as well as hassle-free everyday banking transactions.
The solution also provides access to incoming and outgoing interbank payments in Romanian lei, as well as electronic payments in lei and foreign currencies through the bank’s digital channels, contributing to a simple, flexible financial experience tailored to clients’ needs.
Clients interested in the Prime by UniCredit offering and its eligibility requirements can find more information at www.unicredit.ro or at any UniCredit Bank branch.
