Bank Leumi Launches Multilingual App Versions for Israeli Customers

Bank Leumi has introduced versions of its mobile banking application in five languages: Hebrew, English, Arabic, Russian, and French. The rollout is gradual, with customers gaining access progressively. These multilingual versions allow users to check account balances, order credit cards and checkbooks, transfer funds in various currencies, execute interbank transfers, exchange foreign currency, open deposits, and apply for loans.

The bank is presenting this initiative as a first of its kind within Israel's banking sector, though this claim has not yet been verified against competitors. The initial launch offers a partial feature set in the non-Hebrew languages, with Bank Leumi stating that additional services will be added later. This means that customers using the Arabic or Russian versions currently have access to fewer functionalities than those using the Hebrew version.

This development is significant given that Arabic speakers constitute about a fifth of Israel's population, with hundreds of thousands more listing Russian as their mother tongue. Managing accounts in a second language can lead to costly errors, such as overlooked standing orders, misunderstood fee structures, or loans taken without fully reading the terms.

The broader context involves the declining role of physical bank branches. Since 2010, over 250 branches have closed in Israel, a reduction of more than 20%. In 2018, approximately 40% of banking transactions occurred at branches, a figure that dropped to just 13% by 2021. As branches become less accessible, the language of a banking app transitions from a matter of convenience to a necessity.

In addition to the app, Bank Leumi has expanded its telephone service center hours to 24/7, including weekends, committed to resolving customer inquiries within one business day, and established a dedicated "CEO's Commando" team to handle unresolved issues. Eyal Efrat, head of the banking division at Leumi, stated that "advanced banking must also be more accessible, personal, and simpler."

The timing of this launch is partly influenced by increased competition from digital banks, which have raised user experience and availability standards. This multilingual app feature is a relatively low-cost, high-visibility move that will allow competitors to be measured against it in the coming months. However, the true test will be whether comprehensive support, including phone service and branch interactions, is available in these languages, particularly when disputes arise.