As part of the process, the lender has appointed Valery Novikov as a business director, a man with over 20 years' experience in the sector.
The bank's president Nikolay Fetisov said the change of strategy will see it target "an innovative approach" as it seeks to become a bigger player in the country.
Statistics from RBC show that during the first six months of 2013, TRUST was only ranked 15th in Russia for loans and 16th for deposits from private clients.
Mr Novikov - who previously worked for Alfa-Bank - said improving the "technological effectiveness of the retail business is becoming more and more important" and so banks need to make sure they are offering an efficient service.
He added the "tendencies" of today's market means financial technological cannot be ignored as remote services have to be offered.
By Gary Cooper