Digitizing the Labor Market on Lev Tolstoy Street: MBANK Project Recognized as the Best at the bema! Awards

We are proud to share important news for our entire team and our clients: the MProfi project by MBANK won first place in the “Best Social Project INTERNATIONAL” nomination at the international Best Experience Marketing Awards (bema!) festival in Moscow.

For us, this victory is more than just a trophy on the office shelf. It is recognition that technology can — and should — improve people’s lives, even in the most conservative sectors.

Why does it matter?

In Kyrgyzstan, especially in Bishkek, everyone knows the “labor market” on Lev Tolstoy Street. For decades, people have stood there in any weather, waiting for occasional work without guarantees or stability. We decided that our digital ecosystem should become a bridge for them to a modern and safer future.

How we made it happen

Our team did more than develop software — we went out into the streets. We spoke directly with workers, helped them register in MProfi, and trained them to use the application.

What was done:

“General Workers” Category:
We launched a new section in the app, making these workers’ services visible to millions of MBANK users.

Digital Craftsman Passport:
We helped workers create professional profiles, photographed their work, and built digital portfolios directly on their smartphones.

Real Support:
Beyond digital tools, we aimed to make their working day a little easier by providing hot meals and high-quality work uniforms.

International Recognition

The bema! festival is an international competition in marketing and communications. Our project received the Gold Award in the “Best Social Project INTERNATIONAL” category. The fact that we outperformed cases from some of the world’s largest brands confirms that innovation combined with a genuine desire to benefit society is highly valued.

Our Mission

At MBANK, we believe that work should find the person — not the other way around. We are convinced that digitalization is the best way to restore dignity to labor and give people the opportunity to earn honestly and steadily.

We thank the jury for their high recognition and promise not to stop here. MProfi will continue to grow, connecting those who are looking for work with those who need reliable hands.

MBANK — the first digital bank. Made in Kyrgyzstan.