It’s personal: Maria-Elisabeth Haava on the Premium service

There are moments in life when you want someone to care about your finances as much as you do, perhaps even more. That’s exactly the role LHV Premium service is designed to play. We spoke with Maria-Elisabeth Haava, our Premium customer manager, about what customers truly expect, why a personal connection matters more than perks, and how the feeling of genuinely being cared for is created.

Money is one of those things where people expect more from their bank than just a functional app or a piece of plastic in their wallet. When buying a home, travelling with family, investing or building savings comes into play, clarity and confidence suddenly matter a lot more. That’s where Premium service proves its value.

For Maria-Elisabeth, the Premium experience does not start with a product – it starts with a conversation. ‘Money is not just a set of figures on a screen – it is deeply personal,’ she notes. ‘And when something is that personal, the service behind it should be, too.’

Premium is about the person, not the card

At one point, it became clear to LHV that for many customers, a bank card with travel and purchase insurance simply wasn’t enough. They were looking for something more: a holistic approach that supports different life situations and makes managing money effortless.

A Premium customer is someone who has consciously managed their finances, saved with intention, and thought about the future. They don’t want their capital to sit idle: they want it to work and grow, whether through strategic investing or high-yield savings. But they also value their time. They want everything in one place, backed by a real human being who understands their story.

Premium service means people are supported by a dedicated team focused solely on Premium customers. This team understands each customer’s background and their previous interactions with the bank, so there’s no need to start from scratch every time. Questions are answered quickly and professionally, and when needed, the customer manager looks beyond standard solutions to find options tailored to the customer’s unique situation.

‘Premium isn’t luxury for the sake of status,’ Maria-Elisabeth explains. ‘It’s a service for people who want clarity, confidence, and a strong partner in their financial life.’

Many customers say that after switching to Premium, the biggest change isn’t a single benefit, but the feeling that someone is genuinely keeping an eye on their finances. Priority service doesn’t just mean faster responses – it reflects LHV’s principle that every concern is taken seriously and solved by looking at the bigger picture.

Moments when Premium truly makes life easier

One real-life example involves a customer who joined Premium just days before a planned trip. Travel insurance becomes active after the Premium card is activated, but the physical card usually arrives by post in about 10 working days.

‘Time was tight and the situation needed a solution,’ Maria-Elisabeth recalls. Together with the customer, they decided to activate a virtual Premium card, which can be used immediately. After 72 hours, the travel insurance came into effect as well. The customer was able to travel with peace of mind, knowing their insurance, Priority Pass and Fast Track benefits were all in place.

‘These are the moments when you realise Premium isn’t just another banking service, but a flexible, complete solution that adapts to the customer’s life,’ she says.

Often, customers choose Premium after realising they missed out on valuable opportunities simply because they didn’t know they existed, whether that’s a higher account interest rate, broader travel insurance or rental car coverage.

‘As a customer manager, I always start by exploring the customer’s previous banking experience, and I often hear the phrase ‘If only I had known this earlier…’,’ Maria-Elisabeth shares.

One of the Premium service’s greatest strengths is building awareness so customers can make full use of everything available to them. For example, money in a Premium customer’s current account earns interest automatically, while the Savings Account always offers a higher rate than the standard price list. This means funds stay accessible while still growing.

When travelling, the Premium card’s insurance also covers family members, with compensation limits applied individually. On top of that, rental car insurance is included: a benefit that often triggers the reaction: ‘Really? I had no idea that was included.’

Premium as an invisible safety net

Maria-Elisabeth believes that over the next five years, financial awareness and saving habits in Estonia will continue to grow. Along with that, expectations toward banks will rise. People want to know their money is in safe hands and that there’s always someone to turn to, and Premium customers expect transparency, support, and solutions that fit the real rhythm of their lives,’ she says.

For customers, this means more ways to save and invest, paired with reliable personal support to navigate a constantly changing world. The Premium customer builds their own path. Premium is there to support, guide, and help them make better decisions at the right moment.