Banking on Success — Episode 5: Johann Strobl’s Vision for the Future of Banking

This episode is also available on Spotify and Apple Podcasts.

Strobl reflects on his professional beginnings, emphasizing that his career was shaped by a series of formative events rather than a single defining moment. From academic setbacks that redirected his focus to crisis moments in banking, he credits influential mentors and strong teams for his growth. These experiences directly influenced his path in life. 

RBI, although an Austrian company, has firm roots in Eastern Europe. Strobl praises his predecessors’ foresight in expanding to these markets, which have since flourished. “If you ask me now — in these days — would there be other good markets? For sure […], but we like what we have there,” Strobl admits, emphasizing RBI’s preference for CEE. 

Despite increased competition and shifting customer expectations, RBI focuses on both organic growth and strategic consolidation. Difficult decisions, such as exiting Bulgaria and Belarus, highlight the complex interplay of market dynamics and geopolitics. 

Europe faces many challenges on the global playing field, with giants like the US and China being the biggest competition. Strobl acknowledges Europe’s disadvantages but remains optimistic. He points to successful reforms in various European countries, suggesting that internal best practices could help Europe regain its competitive edge. However, overregulation can stifle innovation and put traditional banks at a disadvantage compared to agile fintechs and less regulated start-ups. 

Neobanks and fintech platforms such as Revolut and N26 are both a challenge and a source of inspiration for RBI. Strobl admits that legacy systems and traditional processes can hinder improvements, but sees competition as a catalyst for modernization. He draws parallels with Clayton Christensen’s theory of disruption, noting that established institutions must adapt or risk being overtaken by more nimble competitors. 

In a volatile age, where situations constantly change, staying informed is a big challenge. “I have an advantage as a CEO,” Strobl points out. His diverse network supports him in that task, with internal and external contacts updating him on the latest developments. However, information can be contradictory at times, so filtering these sources and reaching his own conclusions is part of the challenge. 

While Strobl himself does not use AI tools like ChatGPT, he recognizes their growing influence and the need to offer a modern environment to attract young talent. Agile methodologies and cutting-edge technology are essential to making RBI an attractive workplace for the next generation of bankers and technologists. 

As the conversation draws to a close, Strobl shares how tough times allowed him to learn a lot, meet new people, and recognize what is truly important. Looking ahead to 2035, he hopes to see RBI recognized for consistently outperforming competitors in customer acquisition, the company’s great ambition, and the ability to attract young talent. 

This episode offers a rare glimpse into the mindset of a seasoned banking leader navigating a rapidly changing landscape. Strobl’s reflections highlight the value of adaptability, the importance of strategic focus, and the necessity of continuous learning — both for individuals and organizations. As RBI continues to evolve, the lessons shared in this conversation provide valuable guidance for anyone looking to lead with impact in the world of banking and beyond.