Ho Chi Minh City, March 2025 – The Decision Lab Best Bank Rankings 2025 highlight Vietnam’s top-performing banks, with Vietcombank, MB, and BIDV maintaining their leadership. Vietcombank (30.2) retains its position as the top brand, reaffirming its industry leadership, strong brand equity, and customer trust. MB (28.3) and BIDV (22.1) secure the second and third spots, underscoring their sustained market presence and stability.
This year’s rankings show a slight decline in overall brand health scores across the banking sector, likely driven by reduced marketing investments in 2024. As banks scaled back their promotional efforts, the market has stabilised, leading to minimal shifts in brand performance. MB, which saw the most significant growth last year, has maintained its position, reflecting the broader industry trend of steady but restrained brand momentum.
Decision Lab Best Bank Rankings 2025 reveals the top banks in terms of overall brand health and the most improved brands over the past year.
The ranking is based on over 10,000 annual consumer interviews in Vietnam, with historical data of 9 years, making it the most comprehensive continuous survey of financial service providers in Vietnam.
Banks are ranked based on the Index Score, a measure of overall brand health calculated by taking each brand's average score of Impression, Quality, Value, Satisfaction, Recommend, and Reputation.
Download the full report here.
Techcombank and VPBank rise among top-tier banks
Meanwhile, despite a largely stable market, some banks are making notable progress. Techcombank (19.4) climbs one spot to fourth place, surpassing VietinBank to enter Vietnam’s top four banks.
Notably, VPBank (10.5) made an impressive mark in the top ten as the only bank to climb two ranks, surpassing major players in the banking sector such as Agribank (10.2) and Sacombank (10.1). This leap reflects VPBank's significant efforts in improving its products and services while strengthening customer engagement, thereby solidifying its leading position among Vietnam's largest private banks.
VPBank is extremely honored to have climbed two ranks in the Best Bank Rankings 2025. This advancement and our strengthened position among Vietnam’s leading private banks are clear evidence of VPBank's customer-centric philosophy. We take pride in our diverse and unique financial ecosystem, which allows us to comprehensively meet the financial needs and lifestyle preferences of various customer segments. Moving forward, VPBank will continue to innovate and enhance the customer experience to deliver even greater value.
UOB - the new star and ACB – the symbol of sustainability in Vietnam’s competitive banking landscape
The 2025 Top Improvers presents a compelling mix of foreign and domestic banks, with UOB’s (+0.6) remarkable ascent to the top serving as a key highlight.
Following its acquisition of Citibank’s retail banking operations in Vietnam in 2023, UOB has leveraged its expanded customer base and expertise to solidify its position in the market. The acquisition gave UOB access to a broader segment of retail banking customers and the bank has capitalised on this opportunity by tailoring its services to meet the needs of Vietnamese consumers. This achievement also reflects a broader shift in consumer trust toward foreign players, as UOB demonstrates that with the right approach, foreign banks can thrive in Vietnam’s competitive and evolving financial sector.
Additionally, ACB (+0.2) maintained its position as the second most improved bank in brand health, while many competitors saw their scores decline. This achievement reflects ACB's ongoing efforts to refresh its brand image, enhance service quality, improve customer experience, and drive sustainable growth.
Both UOB and ACB exemplify how a clear focus on customer-centric innovation can drive meaningful growth and brand health in Vietnam’s banking sector.
The banking industry has demonstrated stability over the past year, but this period also presents a critical opportunity for banks to set themselves apart. In such an environment, success will favour those who take bold and strategic actions. It is essential for banks to stay focused on their customers' evolving needs, ensuring that their core segments receive tailored, high-impact services. By aligning innovation with customer-centric strategies, banks can not only build stronger brands but also foster deeper customer loyalty, creating lasting value in an evolving and highly competitive financial landscape.
Being recognized as one of the top two banks with the most impressive brand health growth this year, while maintaining our position among the top three leading private banks in Vietnam, clearly reflects ACB's distinctive strategy. Our resilience against 'headwinds' in the financial market reaffirms ACB's flexibility and determination in adapting to changes and ensuring an appropriate approach for each customer segment. Beyond the quality of our products and services, this 'fruit of success' in branding is also the result of our sustainable development efforts. Striking a proper balance between short-term results and long-term sustainable growth, between revenue growth and creating value for stakeholders, has enabled the bank to operate effectively and develop comprehensively across all three ESG criteria. This has allowed us to make positive contributions to the community, thereby enhancing customer affinity and trust in our brand.
In the private banking sector, MB (28.3), Techcombank (19.4), and ACB (13.0) continue to dominate, retaining their positions as the top three private banks in Vietnam. This consistent performance highlights their strong foothold in the market and their ability to meet evolving customer expectations with innovative and customer-centric strategies.
Additionally, VPBank (10.5 points) climbed one rank, surpassing Sacombank to secure a spot in the top 5 leading private banks in Vietnam.
HSBC (5.9) continues to lead the foreign banking sector in Vietnam, maintaining its position at the top of the rankings with a strong brand health score. The rankings of the remaining foreign banks remain stable, with Shihan Bank (4.4) securing second place, Standard Chartered Bank (3.1) in third, and UOB (2.9) rounding out the top fourth.
The Decision Lab Best Bank Rankings 2025 are calculated using data collected from YouGov's online panel in Vietnam daily from the flagship YouGov Brand Index solution.
The brands were ranked based on Index score, which measures overall brand health calculated by taking the average of Impression, Quality, Value, Satisfaction, Recommend and Reputation.
The Index Rankings chart shows the brands with the highest Index scores between 1 January 2024 and 31 December 2024.
The Index Improvers chart ranks the brands with the highest increase in Index scores, comparing 1 January 2024 to 31 December 2024 with the previous 12 months.
Both scores are representative of the online population of adults 18+.
All brands have been tracked for at least six months to be included in the rankings and have been tracked for at least 18 months (as well as being currently tracked) to appear in the Improvers tables.
Download the full report here.