The banking system in Republic of Moldova has experienced dramatic changes over the last years. The recent crisis and migration of clients to other financial institutions reduced banks’ intermediation function. The sharp acceleration in the pace of innovation has altered the traditional face of the international financial system. In these circumstances, banking products also need to be improved. The purpose of this article is to track the evolution of banking products and to identify the amendments the banking industry needs. For the research were used the following methods: analysis and synthesis, induction and deduction. The most relevant findings are that in order to maintain current and attract new customers, banks need to implement a customer centricity approach. Because the microfinancial institutions and payment service providers absorb innovations faster, banks need to implement the diversification strategy to upgrade of their core product/ service, for adding additional new features/ services or by developing new products to increase customer satisfaction and bank competitiveness within the financial market.