Bank Leumi CEO Opens Twitter Account, Sparks Debate on Channel 14 Boycott

Hanan Friedman, the CEO of Bank Leumi, has launched his personal Twitter account, initiating a significant online discussion. In his first post on Thursday, Friedman invited feedback on improving the bank's services. Within approximately 30 hours, the thread garnered over 926 replies, 52 quote tweets, and 114 shares, totaling 9,787 engagements.

Analysis by Scooper, a social media monitoring firm, indicated that while most responses focused on practical matters like fees, services, and digital products, a substantial portion of the conversation revolved around Channel 14 and allegations of a boycott by Bank Leumi against advertising on the channel. This was exemplified by a comment from Erel Segal asking why the bank was boycotting Channel 14.

Despite negative reactions concerning the boycott, Friedman's initiative itself received praise, accounting for 28% of the engagement. Financial influencers lauded the move as a "brilliant marketing move," with some users stating they would switch to Bank Leumi as a result. However, cynical comments suggested the account was managed by a "social media team" and that no real changes would occur, leading to a wave of parodies.

The boycott of Channel 14 became a dominant theme, representing 21% of the discussion and 31% of engagement, with the framing that the bank was "boycotting half the nation." Many users threatened to leave the bank and questioned why Friedman did not address the advertising issue.

Fees were another major topic, with 86% of comments being negative. Recurring complaints included the annual process for long-term customers to request fee waivers, foreign currency fees, ATM closures, and a demand for interest on positive current account balances. Many users cited these fees as a reason to move to digital banks like One Zero, Revolut, and Wise.

While some users praised specific bank employees and branches, others complained about accessibility issues, long wait times, and ineffective AI bots. A common request was for a direct WhatsApp channel to a banker. The analysis also revealed suggestions for service improvements, such as instant transfers, transaction alerts, and longer account histories, alongside complaints about delayed transfers, app glitches, and an outdated interface. Investors also called for lower trading fees and upgrades to the bank's trading platform.

Ultimately, Friedman's direct engagement opened a genuine feedback channel and an unexpected political arena. Beneath the protest regarding Channel 14, customers presented clear demands: an end to the annual fee "ceremony," improved human accessibility, and the adoption of advanced digital tools. The article concludes by questioning whether these changes will materialize.