The material on this site is for financial institutions, professional investors and their professional advisers. It is for information only. Please read our Terms & Conditions, Privacy Policy and Cookies before using this site. Please see our Subscription Terms and Conditions.

All material subject to strictly enforced copyright laws. © 2021 Euromoney, a part of the Euromoney Institutional Investor PLC.

Erste Bank: The discreet charms of the bourgeoisie

In barely a decade, Erste Bank has gone from being a purely Austria-focused savings bank to a regional retail banking powerhouse. Guy Norton charts its rise to prominence and asks: where does it go next?

Champion of the retail banking revolution

MIDDLE CLASS AND proud of it. That’s the unapologetic claim of Andreas Treichl, chief executive of Austria’s Erste Bank and the man who has overseen a transformation in the bank’s fortunes over the past decade. At first glance, it’s perhaps an unlikely and even arguably an unwished-for boast for a bank headquartered in Vienna, a city that more than any other in the so-called Old Europe has attempted to throw off its fusty imperial past and sought to position itself it as the gateway to the hip, happening world of the soi-disant New Europe.

Closer inspection, however, reveals that on a practical level Erste’s ambition to be the bank of choice for the emergent middle class of central and eastern Europe is one lined with a gilt-edged future. The bank has pursued it with undoubted passion. Although its roots go back to 1819, making it Austria’s oldest financial institution, there’s nothing old-fashioned about the bank.

Its headquarters are on the site of a house where Wolfgang Amadeus Mozart wrote Die Abführung aus dem Serail in 1781, but the bank arguably has more in common with the late lamented Austrian popster Falco, whose annoyingly infectious hit Rock Me Amadeus showed that Vienna could against all odds have a popular – not to mention profitable – and modern take on its past.

You have reached premium content. Please log in to continue reading.

Read beyond the headlines with Euromoney

For over 50 years, our readers have looked to Euromoney to stay informed about the issues that matter in the international banking and financial markets. Find out more about our different levels of access below.


Unlimited access to and

Expert comment, long reads and in-depth analysis interviews with senior finance professionals

Access the results of our market-leading annual surveys across core financial services

Access the results of our annual awards, including the world-renowned Awards for Excellence

Your print copy of Euromoney magazine delivered monthly

£73.75 per month

Billed Annually


Unlimited access to and, including our top stories, long reads, expert analysis, and the results of our annual surveys and awards

Sign up to any of our newsletters, curated by our editors


Already a user?

We use cookies to provide a personalized site experience.
By continuing to use & browse the site you agree to our Privacy Policy.
I agree