On April 9 in Astana, an event took place that may well mark a turning point in Kazakhstan’s digital future. The Freedom Inside 2026 forum did more than showcase impressive growth - it revealed how a traditional financial business is transforming into a full-fledged ecosystem that is gradually integrating into every aspect of daily life.
This is no longer just about banking, brokerage, or even fintech in the conventional sense. It is about a new model of interaction between people and services - where everything you need exists in one place and works as a unified system.
From Finance to Ecosystem: A New Growth Model
The forum brought together more than 3,000 participants, with over 25 speakers across two stages. But the real significance was not in the scale - it was in the message.
Today, Freedom is:
- serving more than 11 million customers
- operating in 21 countries
- generating over $2 billion in annual revenue
- valued at approximately $9 billion in market capitalization
- running more than 230 offices worldwide
Since its IPO in 2019, the company’s share price has grown more than tenfold. Yet the key takeaway is not just financial performance - it is the transformation of the business model itself.
The focus has shifted from individual products to the connections between them.
That is what turns a set of services into an ecosystem.
“We Are No Longer Just a Financial Company”
Opening the forum, CEO and founder Timur Turlov outlined a new phase in the company’s evolution.
The competition is no longer between banks or brokers - it is between ecosystems. And the winner will be the one most deeply embedded in users’ everyday lives.
Freedom is building that integration across:
- finance
- insurance
- investments
- e-commerce
- travel
- healthcare
- digital services
All of it converges into a single digital environment.
SuperApp: The Center of Digital Life
One of the central highlights of the forum was the Freedom SuperApp.
Five years ago, it had around 40,000 users. Today, it serves millions. Up to 10,000 new users join the ecosystem every day.
This is not just growth in numbers - it reflects a shift in user behavior.
People no longer want dozens of apps. They want one app that does everything.
The SuperApp is becoming exactly that.
As speakers noted, the traditional transactional model is giving way to long-term engagement. The bank is no longer just a place for transactions - it is becoming part of life’s infrastructure.
Empowering Businesses Within the Ecosystem
A strong emphasis was placed on small and medium-sized businesses.
The ecosystem allows entrepreneurs to access:
- financial tools
- management services
- digital infrastructure
all within a single environment.
This reduces barriers to entry and accelerates business growth.
Mortgage, Healthcare, and Strategic Partnerships
The forum also delivered concrete announcements.
One of the key agreements was a partnership with BI Group to launch a savings-based housing mortgage product.
The new solution allows customers to:
- save toward housing
- access preferential lending
- complete the process entirely online
- lock in property prices for three days with no commission
Aidos Zhumagulov noted:
“The product combines savings opportunities, competitive rates, and a convenient digital experience.”
Another major focus was digital healthcare.
In partnership with the Ministry of Healthcare, the initiative aims to:
- improve doctor appointment systems
- expand telemedicine
- increase accessibility
- enhance transparency in pharmaceutical supply
Yerbol Ospanov emphasized:
“This agreement is aimed at improving access to healthcare services and building a more sustainable healthcare system.”
Cards That Become Lifestyle
Freedom continues to turn banking cards into lifestyle products.
Among the new launches:
- children’s cards featuring Harry Potter characters
- cards featuring Lionel Messi
- cards featuring Temirlan Anarbekov
- influencer-branded cards
Demand speaks for itself:
- over 700,000 Dimash Qudaibergen cards issued
- more than 400,000 cards featuring Lamine Yamal
Finance is no longer just a tool - it is becoming part of identity and culture.
Infrastructure: The Invisible Foundation
At the same time, Freedom Telecom is building the technological backbone of the ecosystem:
- fixed internet in 11 cities
- FWA wireless access in 4 cities with expansion planned
- up to 20,000 Wi-Fi hotspots nationwide
- “smart poles” with video surveillance and IoT capabilities
This is the invisible layer that makes the digital ecosystem possible.
Lifestyle Growth and Changing Habits
The lifestyle segment is showing rapid expansion:
- $324 million in turnover (2x growth year-on-year)
- 2.1 million orders in one quarter
- up to 80% of payments within the ecosystem
- 3 out of 4 transactions inside the SuperApp
The travel service already accounts for around 20% of Kazakhstan’s airline ticket market.
This signals a fundamental shift - users are beginning to live inside the ecosystem.
“My Health”: Digital Medicine in Action
A new section, “My Health,” has been launched in the SuperApp.
Key outcomes:
- diagnostic time reduced from 20 minutes to 1 minute
- telemedicine expanding rapidly
- improved access in regional areas
Healthcare is becoming as accessible as ordering a taxi or buying a ticket.
Artificial Intelligence as a Core Driver
Artificial intelligence is one of the central strategic priorities.
Freedom is launching a national AI hub in partnership with NVIDIA and the government, with investments totaling $2 billion.
At the same time, the company is developing its own AI assistant, aiming to reach up to 70% of the population.
This is not a future vision - it is a system already taking shape.
Global Expansion
Freedom continues to expand internationally:
- entering the Turkish market
- launching Freedom Travel in Europe in 2026
- targeting a U.S. banking license
The ecosystem is scaling beyond Kazakhstan, positioning itself as a global player.
The Key Takeaway
Freedom Inside 2026 made one thing clear.
The market is no longer defined by separate products.
It is defined by ecosystems.
And the winners will be those who can connect everything into a seamless whole.
Freedom has made its bet.
And judging by its momentum, that bet is already starting to pay off.
