Bank of Baroda, India's second-largest state-owned lender, is planning to integrate lifestyle services across its digital banking platforms to transform from a traditional banking destination to an everyday digital service provider. According to reports from Mint, the bank plans to use this solution on its internet banking, mobile banking, digital currency and UPI platforms, expanding beyond its current offerings of train, flight, bus and hotel booking, health and wellness, bill payments, and tours and attractions.
The proposed marketplace will be developed as a modular solution with integration across multiple digital channels, though specific details are still being finalized. As reported by Mint, the platform will support partner-led services spanning travel, entertainment, utility payments, education, healthcare and commerce. Among the listed categories are flight, train and bus bookings, hotel reservations, bill payments, FASTag recharge, DTH recharge, mobile recharge, gift cards, e-commerce and food delivery, along with less conventional offerings like visa assistance, matrimony services, faith and astrology, donations, event ticketing and home services.
Bank of Baroda's digital banking ecosystem currently comprises four key platforms with significant user bases. According to Mint reports, the bob World mobile banking app has 35 million users, internet banking serves 13 million users, the UPI app has 3.5 million users, while there are 1.6 million digital rupee wallets. The bank's flagship bob World app has been successful with 100 million users as of March 31, 2026, demonstrating strong adoption of its digital services.
The bank is inviting bids only from companies previously empanelled as digital marketplace solution providers under its 2022 fintech empanelment programme, with bids open until July 27, 2026. As reported by Mint, the proposed revenue-sharing arrangement requires partners to share earnings generated through transactions on the platform, with the bank's revenue share set at minimum 60% for each applicable category. The bank also requires vendors to pass a portion of the bank's share back to customers in the form of offers or discounts during checkout.
According to digital banking consultant Parijat Garg, the broader marketplace could enable the bank to identify customer needs earlier and cross-sell core financial products. As reported by Mint, if customers access matrimony services through the platform, the bank can subsequently offer marriage loans, while visa services indicate travel plans that could trigger offers for prepaid travel cards, travel insurance, travel loans or credit cards. The strategy represents a shift from analyzing transaction data to becoming part of the customer's journey itself during life events like weddings or overseas trips.
