The bank redesigned its Premier proposition around evolving affluent customer needs, whilst building a strong continuum to Premier.

HSBC Bank (Vietnam) Ltd. (HSBC Vietnam) won the Vietnam Growth Innovation of the Year – Banking category at the Asian Innovation Excellence Awards 2026 for building an integrated growth ecosystem for Vietnam’s affluent and future-affluent customers. The initiative redesigned its Premier proposition around customer priorities involving family healthcare, overseas education, wealth management, travel, and international banking needs.

The bank organised Premier around four connected pillars: Wealth, Health & Wellbeing, Travel & Lifestyle, and International. Health-related services included health screening, medical concierge support, second opinions, remote consultations, specialist access, and overseas medical assistance. Following the changes, HSBC Vietnam reported strong momentum, with total relationship balances up 27% year-on-year, invested assets up 79%, and the active Premier customer portfolio up 18%.

HSBC Vietnam also expanded Employee Workplace Solutions beyond the employer-payroll relationship. The programme covered everyday banking, borrowing, Premier privileges, and international needs, creating a progressive pathway into Premier for future-affluent customers. The initiative is designed to deliver a material uplift in new customer acquisition and strengthen Employee Workplace Solutions as a pipeline for future Premier growth.

The bank supported this approach with simplified digital onboarding, mobile self-service for a range of Premier Debit and Credit Card requests, and promoting international capabilities that allowed eligible customers to view and move money across HSBC accounts. Its AI-enabled Productivity Suite reduced routine administrative work and gave relationship managers more time for customer conversations.

HSBC Vietnam combined these digital changes with Financial Planning Reviews, an enhanced relationship manager coverage model, a contact strategy, coaching, and specialist support. These measures helped relationship managers focus on customers’ life and wealth requirements whilst routine activities shifted to digital channels where appropriate.

The bank also implemented two initiatives, Say Yes and Simplify to Amplify, to reduce hand-offs and give colleagues greater ownership of customer requests. By 31 July 2026, 41 processes were simplified, reducing repeat contact and customer effort. This was complemented by additional empowerment to frontline channels to take better end- to-end accountability of customer requests and swifter resolution to drive better customer engagement and NPS

Together, HSBC Vietnam’s Premier redesign, Employee Workplace Solutions, digital services, and process changes formed an integrated growth ecosystem that attracts customers earlier, supports them as their needs evolve, and enables the Premier franchise to grow with customers and their families over time.

The Asian Innovation Excellence Awards honours companies that achieve measurable outcomes and address key challenges through innovation and operational improvement, recognising initiatives that drive meaningful progress across diverse industries in the region.

The Asian Innovation Excellence Awards is presented by Asian Business Review. To view the full list of winners, click here. For more information about the awards programme, you may reach Czarina Villanueva at +65 3158 1386 ext. 220 or [email protected].