With digitization deeply ingrained in the banking infrastructure, the institution takes pride in providing a resilient digital service that enhances banking accessibility across the retail, SME, wholesale, and rural sectors. Their mission is to explore untapped markets, empowering individuals and enterprises to realize their utmost potential.

Previously positioned as business-oriented, the brand transitioned to a consumer-centric approach following Yes Bank's rebranding. This shift led to the development of the Iris app, tailored to meet consumer needs. The goal was to highlight its user-friendly features, simplify banking tasks and enhance lifestyle richness through seamless connectivity with multiple offerings