Key barriers: the “80/20” barrier and the fear of account blocking
The “80/20” barrier and the shortage of specialized documents
Superapps handle basic requests (ID, driver’s licenses) perfectly, but fail when it comes to highly specialized documents (military registration, employment contracts, licenses). Because of this shortage, users are still forced to periodically return to the official eGov Mobile app.
The fear of becoming a “hostage” of the bank in disputes
Users fear that in the event of account blocking, card seizure, or legal disputes with the bank, they will simultaneously lose access to their government digital documents stored in that bank’s app. This psychological barrier forces many to keep eGov Mobile as a backup.
Poor synchronization of family data
Difficulties with automatically pulling in family members’ documents (e.g., children’s birth certificates) or delayed updates of government service statuses compared to official government registries reduce trust in the ecosystem’s stability.
Behavioral models: from digital integration to personal data protection
In-depth interviews allowed dividing Kazakhstani users by their attitude toward government services in superapps:
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Inertia model (Normies and Old-timers): Perceive government services in the bank as a natural extension of everyday life. The older generation values the “one-button rule” for the simplicity of paying pensions and kindergartens, while normies are used to showing a QR ID from a banking app on first demand, practically not distinguishing between “banking” and “government.”
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Cold calculation model (Pragmatists and the Financially Literate): Perceive government services in the bank as a purely utilitarian “obligation.” They quickly make the necessary transactions (paying duties, fines) without brand attachment, react harshly to any fees, and instantly switch to the free eGov if the bank charges even a minimal percentage for a government service.
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Survival and fear model (The Burned): Categorically do not trust commercial banks to store their government originals. Fearing data leaks, misuse of their personal information, or blockages, they seek to disable document integration in superapps and use only physical copies or the official eGov Mobile.
Why it matters
Understanding hidden barriers in GovTech scenarios is critical for designing modern superapps. The ecosystem that will win in the Kazakhstan market is the one that not only integrates external databases but also guarantees the user’s psychological safety, confidentiality, and 100% real-time relevance of documents.
In solving such product challenges, high-quality UX/UI analytics plays an invaluable role. The Rocket Tech team, with over 10 years of experience in the fintech market and a portfolio of 550+ successful projects, helps companies and startups design seamless mobile app interfaces that eliminate cognitive friction and build trusting relationships with every user segment.
FAQ
Why do banks beat eGov in speed but lose in data completeness?
Banking apps have better UX architecture and performance, but government eGov portals retain a monopoly on rare and highly specialized registries that banks cannot yet integrate.
Is it safe to store and present digital documents through a banking app?
From a technical standpoint, data is transmitted via secure channels. However, users still have a psychological barrier: the fear of confidential information leaks and the risk of losing access to their ID if their bank account is blocked.
What should the ideal GovTech service in a commercial bank look like?
Users see it as a fully autonomous digital passport in which data for all family members is pulled automatically, without delays or manual entry, and the payment of any state duties is done in one click and strictly without fees.
Original research source: Rocket Tech: How Kazakhstanis use government services and documents in banking ecosystems