Axis Bank Enhances "Safe Banking" With Real-time Consumer Controls and AI-led Fraud Protection

News Desk, News Nation 360: At a media roundtable in Kolkata, Axis Bank emphasised the growth of its pan-India "Safe Banking" architecture, describing an integrated model that combines AI-led fraud intelligence, real-time customer security controls, and its vast branch ecosystem to combat sophisticated digital threats like organised mule networks, impersonation scams, and phoney investment platforms. The strategy, which is led by senior executives Sameer Shetty (Group Head – Digital Business, Transformation & Strategic Programs), Reynold D'Souza (Group Head – Branch Banking, North & TASC Business), and Gaurav Gupta (Group Head – Financial Crime Intelligence), represents a significant institutional transition from post-incident fraud detection to proactive, real-time prevention through AI early-warning systems that examine transaction anomalies, network patterns, and behavioural deviations before money can be transferred. The bank has added user-controlled security features to its highly regarded mobile app, which has over 16 million monthly active users. These features include Mobile App Code authentication to avoid vulnerable OTPs, Face Biometrics, an SMS Shield against phishing, a "Lock FD" safeguard, and a centralised Safety Center hub, in addition to backend verification layers like velocity monitoring, identity validation, and geolocation checks. This digital resilience is firmly rooted in a strong "phygital" footprint throughout West Bengal, a strategically important market where Axis Bank operates 1,181 ATMs and 441 branches (including 328 in Tier-2 and Tier-3 locations). The bank has immediate plans to add 46 new branches in FY27 to support growing MSME clusters and an accelerating rural loan book that grew 14% YoY in FY26. The bank seamlessly connects its "Branch of the Future" digital servicing journeys with reliable human-centric guidance by utilising its frontline staff through the proprietary "Siddhi" platform, more than 1,000 localised financial literacy camps, and a vast last-mile assisted network of 87 Bharat Banking branches and 1,850 CSC VLEs. This allows customers to navigate the changing digital landscape with greater confidence and control.

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