Prestige Banking: The CFO Promotion

Affluent families in HK are facing increasingly complex, multi-generational, and cross-border wealth management needs which traditional privilege-based banking is insufficient to cater the demands.

To address this, Hang Seng Bank enhanced its Prestige Family+ financial solutions, evolving from a single CFO “Chief Family Officer” connection to family network extension, empower them with practical tools and emotional support to make their role easier and unleash the team power.

Understanding that every family has unique financial needs and aspirations, we recognize that even though 'CFO' became a well-established household term last year, many consumers remain unfamiliar with the product's full potential. This year, we launched a CFO masterclass through a multi-layered influencer matrix, including star families, KOLs, and family-based micro-influencers across various verticals. By leveraging real life scenarios, interactive storytelling, playful social engagement, we showcased the unique benefits of Family+ account features and how it seamlessly integrates into everyday life. We believe that each KOL has the potential to resonate with a diverse audience, reflecting the unique financial journeys and aspirations of different families. By sharing their personal experiences and tailored advice, we bring family banking closer to every household -ensuring every family, at every stage, finds a solution tailored to them.

As a result, we created significant attention and buzz, transforming our CFO campaign into a platform that fosters bonding, not just banking.