GXS Bank makes major content push with digital magazine

Digital bank GXS Bank (GXS) has launched Betterzine, a digital magazine that claims to live and breathe the Bank’s ethos to challenge conventions for the better. 

GXS was formed by Grab and Singtel to “revolutionise banking services for its customers by leveraging its technological capabilities” and the collective power of the GXS, Grab and Singtel ecosystem. In a statement to MARKETING-INTERACTIVE, Lian Ju Han, chief marketing officer, GXS said that Betterzine is the brand’s way to showcase inspiring individuals within the community who are challenging conventions in the way they work, live, and play.

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“Through these alternative perspectives, we hope that Betterzine will spark conversations and actions,” Lian said.

He added that the digital magazine has a range of topics beyond finance and content on Betterzine will be updated fortnightly by a dedicated editorial team, which is led by the editor-in-chief, Mindy Tan, a former journalist.

Lian added that Betterzine will feature unfiltered interviews with “convention challengers” and host “inspiring articles featuring game-changing ideas in the finance industry and beyond”.

This isn’t GXS’ first marketing push. In May this year, it launched a nationwide campaign set to challenge banking conventions. The campaign, titled “Challenging Conventions” aimed to improve the banking experience for everyday customers and businesses in Singapore by sparking conversations on the different social conventions that exists within the community and questioning whether they still ring true today.

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