What are Albanians downloading most on their phones?

The obvious answers might be ChatGPT, Instagram, YouTube or another app we open dozens of times a day.

But a conversation I happened to catch on the radio while sitting in Tirana traffic gave me an answer I wasn't expecting: a bank.

Jet Bank launched only in June and, three months later, is already among the three most downloaded apps in Albania, behind ChatGPT.

Belma Lushi, the bank's Chief Retail Officer, was speaking in the studio, and one part of the conversation perhaps explained better than any advertising campaign why so many Albanians are downloading it.

“Zero” became almost the refrain of the conversation.

Zero account maintenance fees. Zero virtual card maintenance fees. Zero commission on card payments in Albania and zero commission from Jet Bank on debit card payments abroad.

Then come the other details: the account is opened from your phone, the virtual card is available without waiting for plastic and can be connected to Apple Pay or Google Pay, while the first five ATM withdrawals each month in Albania are commission-free.

At one point, the question on the radio was essentially the one anyone might ask: how is that possible?

Lushi's answer was the digital model. Without branches and counters, operating costs are lower and part of that efficiency can be passed on to customers.

Perhaps that's why a banking app is now competing with the apps Albanians use most.

Technology may make you download it. Zero commissions may make you use it.