Birbank has introduced an in-app sign language video call service, becoming the first bank in Azerbaijan to offer this accessibility feature.

The pilot program was launched in Q3 2025 and expanded across the Birbank application through a period of iterative development. This new service allows customers to communicate with bank representatives using sign language within the app, eliminating the necessity for third-party tools or on-site visits.

Accessibility integrated into digital banking

This rollout aligns with a broader industry trend towards embedding accessibility features directly into digital banking platforms. By integrating sign language support at the product level, Birbank aims to address gaps in many existing digital financial services, particularly for customers with hearing or speech impairments who often struggle with real-time service interactions.

Furthermore, Bir positions itself as a comprehensive fintech and ecommerce platform across the South Caucasus region. Its strategy focuses on deepening fintech and ecommerce penetration in Azerbaijan and converting its user base into broader ecosystem engagement.

Maxim Evdokimov, Chief Product, Marketing & Customer Experience Officer at Bir ecosystem, highlighted that accessibility is a core component of product development. Embedding sign language support directly into the app underscores Birbank’s commitment to removing barriers in digital financial services.

The introduction of this feature coincides with growing interest in digital accessibility within the global financial sector. Although Azerbaijan does not have specific sectoral accessibility mandates, there is increasing demand for inclusive design among fintech and banking providers in emerging markets like Azerbaijan.

For Birbank, the sign language video call service serves a dual purpose: addressing an underserved customer segment while enhancing the ecosystem’s profile as part of Azerbaijan’s push towards greater digital financial inclusion.