Poland's ZEN.COM eyes 100K Hungarian users as it rolls out full suite

What's the deal? Polish fintech ZEN.COM has launched its full retail portfolio in Hungary, offering multi-currency accounts, cards, transfers, and currency exchange in 35 currencies. Strategy director Maciej Rynarzewski announced the move at the Portfolio Banking Technology 2026 conference. The company is targeting 100,000 Hungarian users within a year.

Why now? Hungary entered ZEN.COM's top ten markets organically, without any marketing spend, prompting the rollout. In the first eight months of 2026, the number of Hungarian card payments rose 84%, transfers climbed 133%, and cashback-eligible transactions grew 107%.

What does ZEN.COM do? Founded in Poland six years ago, the firm offers a consumer multi-currency wallet alongside a business embedded-finance platform. It serves more than 2 million retail customers and over 10,000 businesses across 17 countries, employing roughly 700 people. Card transaction volume hit €1.3 billion last year and is expected to pass €2 billion in 2026.

The product: ZEN.COM's retail offering spans four tiers, built on three pillars — shopping and currency exchange, loyalty programmes, and instant rewards. In October 2026, it brought pay-by-bank live across nine European markets via Mastercard Open Finance. Hungarian users reportedly lean heavily on its FX features.

What could go wrong? Hungary is receptive but crowded. Revolut has roughly 2.3 million Hungarian users, while Wise has been adding local services, including returns on forint balances. Converting demonstrated demand into a durable foothold is the test.

The signal: Hungary's payments market is shifting fast — the Magyar Nemzeti Bank reports 46% of 2025 transactions were electronic, and foreign payment providers now reach around 2.7 million local customers. ZEN.COM's 100,000-user target will show whether a broad bundle can stand out against entrenched rivals.

Read more: portfolio.hu

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