ABB Bank’s transformation journey is now being studied as a
teaching case at IE Business School, one of the world’s most
prestigious business schools.


The case study, developed by IE Business School Professor
Antonio Zabaleta Moreno, is titled “ABB
Bank’s Next Frontier: Choosing the Scope and Path of
Growth”. It presents the Bank’s successful strategic and
digital transformation in recent years, the implementation of an
Agile operating model at ABB Bank, its technological modernization,
and AI-driven development priorities as a real-world business
experience for students.


The case study covers how ABB Bank moved from the challenging
circumstances it faced in 2016 to a new stage of development
through transformation, as well as the Bank’s strategic goals for
2026–2028.


In developing the case, Professor Antonio Zabaleta Moreno
referred to a number of tangible indicators demonstrating the
success of ABB Bank’s transformation. One such indicator is the
16-fold increase in the number of users of the Bank’s mobile
application over a five-year period. The number of ABB mobile users
increased from approximately 171,000 in 2020 to 2.6 million in
2025. The application’s rating rose from 1.2 to 4.9, while ABB
Bank’s Net Promoter Score (NPS) for digital channels increased from
48 to 77.


ABB Bank has also successfully implemented its Agile
transformation. Today, the Bank has 14 Agile tribes and more than
80 Agile squads. As a result of adopting Agile ways of working, the
time required to develop and launch a new product has been reduced
from 243 days to 59 days.


More than 1,113 people have graduated from ABB Tech Academy,
established by the Bank in 2019, with 83% of graduates securing
employment.


The case study identifies the broader adoption of artificial
intelligence solutions, the expansion of digital capabilities,
entry into new markets, and the development of services that
integrate into customers’ everyday lives as key directions for ABB
Bank’s next stage of development.







Abbas Ibrahimov, Chairman of the Management Board of ABB Bank,
said: “ABB Bank’s transformation journey is no longer
merely a part of the Bank’s development history; it has become a
real-world management experience studied at an international
business school. This achievement reflects our team’s years of
dedication, openness to change, and ambition to build something
better. It is a great source of pride for us.


What I find particularly valuable is that at IE Business
School, students will discuss not only how ABB Bank has
transformed, but also the strategic choices that lie ahead in the
Bank’s next stage of development. The fact that ABB Bank’s
experience is being discussed in an international academic
environment shows that our transformation journey has gone beyond
our own boundaries and is now generating interest across the
broader business community.”


Professor Antonio Zabaleta Moreno said: “Developing this
case has been a truly rewarding experience, and I am deeply
grateful for the fantastic collaboration with the leadership at ABB
Bank. ABB Bank is an innovative institution that has undergone a
remarkable evolution to become a digital pioneer. I am thrilled
with the final result of this project and cannot wait for students
to explore the strategic choices shaping the future of this
ambitious, AI-first bank.”


ABB Bank’s achievement is also significant in a broader context,
as it reflects growing international academic interest in the
digital and organizational transformation taking place across
Azerbaijan’s banking sector.


The case study is available here.


More information about ABB Bank’s modern, useful and universal
products and services is available at the Bank’s branches and
offices, on ABB Bank’s official website, through the 937 Contact
Centre, and via the Bank’s official social media channels.