Driving Armenia's Digital Future: An Interview with EasyPay's Chief Marketing Officer

Sep. 24, 2025

As Armenia rapidly embraces digital transformation, EasyPay stands at the forefront of the fintech revolution. With its easywallet app, nationwide kiosks, and tailored business solutions, the company has become a trusted financial partner for thousands of Armenians. In this exclusive interview, EasyPay’s Chief Marketing Officer Tigran Parseghyan shares insights on the brand’s positioning, strategies for growth, the evolving consumer mindset, and the company’s vision for shaping Armenia’s digital future.

How does EasyPay position itself within Armenia’s rapidly evolving fintech landscape, and what distinguishes it from other digital payment providers?
 

"EasyPay positions itself as a financial partner for every Armenian. Our goal is simple: to remove financial problems from people’s daily lives and give them more time for what really matters—family, friends, self-development, and personal goals. With our easywallet app, kiosks, and platforms for businesses and events, we make sure people can handle their payments quickly and confidently, without extra stress."

What key strategies have proven most successful in attracting new users and ensuring long-term loyalty to the EasyPay platform?

Our growth comes from being useful in everyday moments—whether it’s paying a bill, transferring money, or buying tickets. We attract new users by offering real solutions, and we keep them by ensuring reliability and building trust. If a service is stable, clear, and saves people time, they don’t look for alternatives.

 

Could you highlight a recent campaign or initiative that significantly strengthened EasyPay’s brand presence or customer trust?

A campaign I value a lot was our collaboration with cultural and educational institutions like Matenadaran and TUMO. These partnerships showed that EasyPay doesn’t just deliver services—we stand behind Armenia’s culture, knowledge, and progress. Through this, we gained respect not only from our users, but also from our partners and our own staff.

 

In your view, how have Armenian consumers’ perceptions and adoption of cashless payments changed in recent years?

"Armenian consumers are much more open to cashless today than even five years ago. The pandemic accelerated this shift, but so did other factors: the younger generation demanding speed and convenience, the rise of e-commerce, and even small things like people realizing they don’t need to queue at banks anymore. All these touchpoints together reshaped habits and made digital payments part of daily life."

What are the main challenges EasyPay faces in promoting digital payment services, and how is the marketing team addressing them?
 

"Cash still feels “safe” to some people, and a part of businesses are hesitant to change. Our marketing team works to break those barriers by educating, showing real benefits, and building trust step by step. Once people try easywallet or our kiosks for everyday payments, most of them don’t go back to cash."

Looking ahead, what role do you envision EasyPay playing in Armenia’s transition to a fully digital economy over the next five years?
 

"In couple of years, EasyPay will bring something brand new not only to Armenia but also to international markets. Our focus will stay on making payments and transactions even easier, while building the most secure and trustworthy fintech ecosystem in the region. That’s how we see our role in Armenia’s digital economy—making everyday finance effortless, safe, and reliable."

 

From a professional standpoint, which emerging marketing trends or tools do you believe will be most relevant to fintech brands like EasyPay?
 

"In fintech, two things are key: personalization and security. People expect services that feel built for them, and they also want the highest level of protection. For us, that means combining data-driven insights with strong communication about trust and safety. Marketing will have to show both convenience and security at the same time."

 

What inspired you to pursue a career in marketing, and what motivates you most in your role at EasyPay today?
 

"Marketing at EasyPay is a team sport. Our team constantly searches for new ideas, tests creative approaches, and finds insights in real life. Personally, what motivates me most is breaking stereotypes, studying human behavior, and turning those observations into campaigns that people actually connect with. That’s the energy I bring into my work every day."