The leadership team at QNB Alahli, Egypt's second biggest private bank, looked back on their efforts to create a brand-new, fully digital banking platform since 2019. A digital-only banking service was unprecedented in Egypt, a country where over 90% of financial transactions still involved cash. If successful, QNB Alahli would enjoy the first-mover advantage and help improve the level of financial inclusion in the Egyptian society. The bank had developed comprehensive financial projections for the new platform, and its confidence was bolstered by the successful launch of a similar platform by its sister bank in Turkey. Before the proposal could be approved by the central bank, QNB Alahli needed to carefully consider various strategies for this venture, as the decisions made could significantly impact the bank's profitability, marketing efforts, and internal competition.