Oriental Biz: Organizing banking around the way businesses actually work
ORIENTAL BANK
2025-2026
Product Strategy · Product Marketing · Product Campaign
-
I led the portfolio story, positioning, and messaging; helped organize the offer around different business needs; developed the creative brief and sales narrative; and managed the strategy through campaign execution.
Product Management
Product Positioning
Marketing Strategy
Creative Direction
Campaign Development
Product Communications
The Challenge
Oriental offered a broad range of business-banking products across accounts, lending, payment acceptance, cash management, fraud protection, reporting, and remote deposits. The strength of the portfolio created a communication problem. Products were presented individually, making them difficult to It was to recognize as parts of one business-banking system.
Business owners also had very different needs. A small operation with one account did not require the same tools or pricing as a growing company managing multiple accounts, payroll, suppliers, and fraud controls. A single standardized offer would either overwhelm smaller businesses or underrepresent Oriental’s capabilities for larger ones.
The Insight
Business owners rarely describe their needs in banking language. They talk about making payroll, receiving deposits after hours, protecting cash flow, paying suppliers, or finding time to handle administrative work while the business is open.
The category often answers these needs with corporate terminology and lists of features. That language creates distance precisely when business owners want evidence that a bank understands the realities of running a company.
The Strategy
Translation: Maximize your financial power.
The portfolio was organized under Oriental Biz, creating one recognizable umbrella for the bank’s commercial products and services.
My Biz became the accessible account proposition within that ecosystem. Accounts, loans, payment solutions, remote deposits, and Oriental Cash Management could now be presented as connected parts of the same relationship.
The cash-management offer used tiered packages so businesses could select technology and pricing based on their scale and complexity.
Essential, Preferred, and Prime packages combined capabilities such as:
Account reporting and alerts
Regal. ACH payments and wire transfersRemote check deposits
Multiple-account management
Fraud-prevention tools
Customers could begin with the capabilities they needed and expand without moving into an entirely different system. The central product principle was flexibility: Oriental’s tools and pricing should adapt to the business rather than require every business to fit one standard product.
Taking It to Market
The campaign translated that product strategy into into plain language. Hablemos de real Biz replaced polished corporate terminology with the everyday reality of running a business: customers, budgets, payroll, long hours, and small wins.
Creative work connected those realities to practical tools, transparent pricing, digital access, and human support. The idea could adapt to different industries while maintaining one recognizable story for Oriental’s business-banking portfolio.
“You know how Juan likes his coffee”. Oriental Biz, real solutions for real businesses.
The Results
Oriental Biz gave the bank a clearer commercial architecture and a more recognizable way to its capabilities.
Early 2025 materials report more than $57 million in combined deposits across My Biz and Elite. A product-level breakdown is still needed before attributing that result to either product individually.