Marketplace Banks See Deposit Surge in November

In November 2025, the three banks owned by the largest marketplaces demonstrated significant growth in their term deposit portfolios. According to data from the Central Bank, the total volume of these deposits increased by 38 billion rubles. This growth occurred despite a broader trend where the total volume of funds held by citizens in banks decreased in November, marking the first such decline for that month since 2021.

Experts observe that marketplace banks are increasingly developing products typically associated with universal credit organizations. This strategic shift suggests a move toward more comprehensive banking services beyond their traditional scope. The divergence between the performance of these specific banks and the overall market highlights their expanding role in the financial sector.

The banking sector associated with major e-commerce platforms is showing distinct resilience. In November 2025, all three banks belonging to the largest marketplaces recorded a substantial increase in their term deposit portfolios. The aggregate growth reached 38 billion rubles for the month.

This positive performance stands in contrast to the broader banking landscape. Data provided by the Central Bank indicates that the overall volume of funds deposited by citizens in banks actually decreased during the same period. This represents the first time since 2021 that November has seen such a reduction in general bank deposits.

Marketplace banks are undergoing a significant evolution in their service offerings. Industry experts note that these financial institutions are actively expanding their product lines. They are increasingly adopting features and services that are characteristic of universal credit organizations.

This strategic pivot indicates a broader ambition to compete with traditional banks. By developing more diverse financial products, these banks aim to capture a larger share of the customer's financial portfolio. The focus is moving beyond simple transactional services to include more complex banking solutions.

The growth in term deposits highlights the changing relationship between consumers and platform-based banks. As these institutions mature, they are becoming more integral to the financial habits of their users. The increase in 38 billion rubles suggests a growing trust in these entities to hold long-term savings.

Despite the overall market contraction noted by the Central Bank, the specific segment of marketplace banks is thriving. This suggests that targeted product development and integration with marketplace ecosystems are effective strategies for attracting deposits.

The November 2025 data reveals a clear divergence in the Russian banking sector. While the total volume of citizen funds in banks declined for the first November since 2021, the three banks owned by major marketplaces successfully expanded their term deposits by 38 billion rubles.

This trend underscores the shifting landscape of financial services. As these banks continue to develop products akin to universal credit organizations, their influence and market share are likely to grow. The depositor has become a key driver of trade and financial activity within these ecosystems.