The banking system is the basis for the growth and development of the overall financial system and a very important provider of financial services to citizens. There are 20 banks operating in the Republic of Croatia that offer various banking services to citizens (HNB, 2021). The great variety of jobs that today's banks perform has made it difficult to define a single definition of a bank that encompasses the entire business. Sectoral distribution of received deposits to citizens is the most important service. Banks have an important transfer function for citizens as well as for the general public through loans and other placements they provide. The provision of services by banks to citizens is of great importance. Business market segmentation is also very important for banks in order to identify which services are best offered and at what time. They segment their consumers according to various criteria such as demographic segmentation: education level, gender, age and more. The loans they offer are especially important. Nowadays, non-cash payments are of great importance as one of the most common forms of payment and are extremely important as a service of banks. They are done by transferring deposit money from account to account. Contactless method of payment and holding money in bank accounts in the form of banking services are present in every citizen who uses banking services, but in a large number of citizens also pay in cash, especially the elderly population.