CrediaBank, the Greek bank set to take over HSBC Malta, has opened its first New Experience flagship store in central Athens – a major step in its transformation strategy and a preview of the customer experience it could eventually bring to Malta.

The bank, which recently confirmed an agreement with HSBC for the potential majority acquisition of its Maltese arm, described the new concept as an “inspiration-driven, people-centric” model that combines human interaction with smart technology.

Located on Skoufa Avenue in Athens’ Kolonaki district, the branch is the first of several “New Experience” stores planned across Greece. Each one is designed to offer a more personal, inclusive, and tech-enabled experience – with open-door access, all-day teller service, and on-the-spot assistance forming part of the model.

The new concept aims to reimagine what a bank branch feels like, moving away from traditional counters toward eye-level interaction, open spaces, and accessibility for all customers, including those with mobility, visual, or hearing challenges. Technology is used to speed up and simplify transactions, but always with staff present to assist.

CrediaBank CEO Eleni Vrettou said the initiative reflects a return to the bank’s core values of “human connection, immediacy, and trust”. She described it as a milestone in redefining the bank–customer relationship, adding that CrediaBank was “proud to be the first in Greece to introduce this model, which places the customer at the centre and balances digital solutions with face-to-face collaboration.”

The Athens flagship marks the beginning of a national rollout, with upcoming locations in Crete and Thessaloniki, and a full network transformation planned by 2026.

For Maltese customers following CrediaBank’s expansion, the launch offers the clearest look yet at the kind of customer-first philosophy and service modernisation the bank intends to deliver once it enters the Maltese market – combining accessibility, digital efficiency, and personal service in a single model.