Trinh Ngoc Anh Duong
Associate Director, Finance Practice
Across Southeast Asia, banks have spent a decade acquiring customers. The next decade is about relationship value — primary status, daily usage, and the high-value segments that carry the economics. We help finance leaders across the region make the decisions that shift.
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Acquisition alone no longer pays. Across the region, cashless payments are surging, account-to-account rails are displacing cards, and the mass-affluent base is compounding. The banks pulling ahead are deepening relationships — winning primary status, converting digital usage into loyalty, and shifting the mix toward affluent and priority segments. That shift changes the decisions on a bank CEO's desk. It is those decisions we work on.
Drive CASA, salary accounts and daily transactions, not just awareness; own the customer's main account, not a secondary one.
The question is no longer whether customers go digital, but whether digital journeys build trust, resolve issues and deepen products — or leak value.
Justify brand, campaign and sponsorship spend under budget pressure by linking it to consideration, acquisition quality, retention and portfolio growth.
Reallocate growth effort towards Affluent, Mass Affluent, SME, wealth and priority-banking customers with sharper propositions and segment economics.
Affluent and mass-affluent segmentation, wealth and proposition testing.
CASA and primary-bank driver studies, product competitiveness and journey diagnostics.
Brand health tracking and campaign evaluation tied to commercial outcomes.
CX visioning and measurement, cross-journey friction diagnosis, and digital-primacy linkage.
Curious to see how we drive success in the banking and financial services market? Contact our experts to learn more about the solutions that fit your goals.
Get started todayOur finance rankings and syndicated intelligence — from brand health to affluent and mass-affluent investment insight — give banks an external benchmark and a complementary perspective to enrich their existing dashboards.
Trinh Ngoc Anh Duong
Associate Director, Finance Practice
Nguyen Duoc Ngoc Tran
Associate Manager
Dinh Hoa Linh
Consultant
Nguyen Hoang Son
Associate
Tran Ngoc Tai Ngan
Associate
rise in Vietnam's cashless transaction volume, first nine months of 2025
projected rise in Thailand's HNWI population by 2028
VNBA/SBV (2025); Thailand Business News (2025)
We work with banks, insurers and consumer-finance firms across Southeast Asia — bringing the outside-in market evidence that turns tracking into decisions.
“BrandIndex is really a useful tool as part of the overall research picture. Not only are we able to compare our performance against our competitors but we can look back many years.”
Sarah Chastney
Senior Product Communications Manager
LV= Insurance
“Ranking first in the Decision Lab Bank Satisfaction Rankings 2026 recognises Vietcombank's continued efforts to improve the customer experience and raise the quality of our products and services under a customer-centred philosophy.”
Le Hoang Tung
Deputy General Director
Vietcombank
“Customers are at the heart of everything we do at HSBC. Being recognised in the Top 5 for customer satisfaction reflects the trust our customers place in us.”
Manpreet Singh
Head of Customer Propositions & Marketing
HSBC
“This achievement is a testament to MB's 31-year journey of continuous effort to enhance service quality and strengthen our position in the market.”
Pham Nhu Anh
Chief Executive Officer
MB
“In a fast-changing financial landscape, a brand truly stands out only when it understands its customers deeply enough to serve them better.”
Tu Vo
Head of Marketing and Communications
VIB
“We are delighted that MoMo is the brand most Vietnamese consumers would turn to when looking for new financial products. It shows the speed at which customers have embraced the ease and convenience of our platform.”
Nguyen Manh Tuong
Executive Vice Chairman & CEO
MoMo
Research, rankings and commentary on Vietnam’s banking and financial services sector.
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