Ho Chi Minh City, October 2025 – The Decision Lab Best Future Wealth Bank Ranking reveals Vietnam’s most trusted and preferred banks among mass affluent and affluent customers, two fast-growing segments shaping the country’s financial future. As one of the first rankings in Vietnam built around the voices of high-value banking customers, it highlights:
- Vietnam's esteemed top 10 banks use the YouGov BrandIndex proprietary Index score, reflecting overall brand health through six key metrics: Impression, Quality, Value, Satisfaction, Recommend, and Reputation.
- Vietnam's esteemed top 10 banks with the highest Customer Satisfaction (CSAT) score, capturing the real experiences and satisfaction levels of high-value customers.
In this ranking, the mass affluent are defined as bank users with a net personal income from 15 million to below 50 million VND per month, or total investable assets (refer to the liquid and investable assets, excluding primary residence, owned businesses, non-retired pensions, and secured debts or mortgages) between 100 million and below 1 billion VND. The affluent are defined as those earning 50 million VND or more per month, or holding total investable assets of 1 billion VND or above. Data was collected from 1 October 2024 to 30 September 2025, and benchmarked against the previous period (1 October 2023 – 30 September 2024).
Vietcombank, MB, and Techcombank lead as the Top 3 banks for Vietnam's emerging wealth and wealth customers
The Decision Lab Best Future Wealth Bank Ranking highlight a year of strong momentum across Vietnam's financial sector, with all top banks improving their brand perception among the mass affluent and affluent segments.
At the top, Vietcombank (59.5) retains its crown as the most trusted and respected bank, reaffirming its role as a symbol of national stability and credibility. MB (55.7) holds the second spot, and Techcombank (48.8) follows in third, maintaining its stronghold as the bank of innovation and lifestyle integration. The rest of the top six — BIDV (46.9), VietinBank (44.0), and ACB (37.2) — all hold their rankings from the previous period, showing solid and stable brand perception among mass affluent and affluent customers.
Beyond the top tier, the story of brand recovery and momentum stands out. Several banks saw remarkable improvements in their Index Scores, led by MB (+8.3 points), BIDV (+4.3 points), and VietinBank (+5.1), reflecting strong branding efforts and growing customer confidence. Especially, Sacombank makes a powerful comeback, jumping four places to 9th after a +5.7-point increase, signalling renewed confidence among the premium customers. Similarly, VIB climbs back into the top 10 with a +3.3-point gain, reflecting its strong focus on delivering personalised experiences.
Mr. Pham Nhu Anh, Chief Executive Officer of MB, shared:
“This achievement is a testament to MB’s 31-year journey of continuous effort to enhance service quality, strengthen our brand, and build enduring trust with customers. Guided by our vision to become a ‘Leading Digital Enterprise and Financial Group,’ we will continue to innovate, create, and invest heavily in technology to deliver breakthrough, efficient, and secure financial experiences for our customers.”
Overall, the 2025 rankings tell a positive story for Vietnam's banking industry: as competition rises and customer expectations evolve, leading banks are not only retaining awareness but deepening trust and relevance among the new generation shaping the nation’s wealth.
Beyond the leading trio, VIB and Sacombank show notable momentum in customer satisfaction
If the Index Score reflects how mass affluent and affluent customers perceive and trust a bank, the Customer Satisfaction (CSAT) Score reveals how well those perceptions translate into real experiences. This metric captures the voices of existing customers — how satisfied they truly are with their everyday banking interactions, service quality, and value delivered.
Vietcombank (87.6) leads the 2025 CSAT rankings, rising by +4.0 points to overtake Techcombank, which now sits second with 87.3 (+2.3). MB (87.2) maintains its third position, reinforcing the trio's stronghold among Vietnam's mass affluent and affluent banking customers. Their consistent top performance underscores a clear market edge — built on trust, innovation, and customer-centric service.
Further down the list, VIB (85.1) makes a remarkable leap, climbing three ranks to fourth (+11.7 points), while Sacombank (82.9) delivers the most impressive year-on-year improvement, jumping three places to seventh (+14.1 points). These standout gains signal a growing focus across the sector on experience-led strategies, as banks shift from competing purely on product offerings to building experiential value.
Ms. Tu Vo, Head of Marketing and Communications at VIB, shared:
“In a fast-changing financial landscape, a brand truly stands out only when it understands its customers deeply enough to turn every interaction into a personalized experience. This is not merely a step forward in technology - it is how we, together with our customers, redefine the meaning of financial value in modern life. VIB is proud to be among the pioneers shaping this trend, always placing customer emotions and experiences at the heart of every creative endeavor. Our advancement of three positions to enter the Top 4 in customer satisfaction and the Top 10 most trusted banks reflects the tangible value we bring to our customers.”
Thue Quist Thomasen, CEO of Decision Lab, commented on the ranking:
"As Vietnam's wealth expands, expectations are evolving even faster. Today's affluent customers are not only seeking financial security — they're looking for partners who understand their ambitions, values, and lifestyles. This new generation of 'next wealth' customers expects relevance, speed, and trusted advice, all delivered seamlessly across digital and human touchpoints. The banks that can translate brand strength into truly personalised experiences will not only earn loyalty but also shape the future of Vietnam's financial landscape."
Methodology
The Decision Lab Best Future Wealth Bank Ranking are calculated using data collected from YouGov's online panel in Vietnam daily, from the flagship YouGov BrandIndex solution.
- The Index Rankings chart highlights the brands with the highest Index scores between 1 October 2024 and 30 September 2025, compared with the previous period from 1 October 2023 to 30 September 2024. The base is respondents who are aware of the respective brands.
- The CSAT Rankings chart presents the brands with the highest Customer Satisfaction (CSAT) scores over the same period, also benchmarked against the previous year. The base is respondents who are current users of the respective brands.
Both scores are representative of the online population of adults 18+.
All brands have been tracked for at least 18 months to be included in the rankings.