The race for new customers is over. The race for deeper ones has begun.
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.
AI Enters The Money Journey – 40% of Vietnamese consumers now use generative AI to research money decisions.
Cashless Grows Double-Digit – Vietnam's cashless transaction volume rose 43% in the first nine months of 2025.
Rails Displace Cards – A2A payments reached 44% of Thai e-commerce value in 2025.
The Mass Affluent Compound – Thailand's HNWI population is projected to grow 24% by 2028.
WealthTech Scales Up – Bank-led platforms are scaling advice-led investing digitally.
WHERE FINANCE IS HEADING
Growth is moving from how many customers a bank wins to how much each relationship is worth.
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.
Turn digital adoption into commercial value.
The question is no longer whether customers go digital, but whether digital journeys build trust, resolve issues and deepen products — or leak value.
Prove marketing and brand move the business.
Justify brand, campaign and sponsorship spend under budget pressure by linking it to consideration, acquisition quality, retention and portfolio growth.
Shift from mass acquisition to high-value segments.
Reallocate growth effort towards Affluent, Mass Affluent, SME, wealth and priority-banking customers with sharper propositions and segment economics.
How we help
Across these decisions, we bring the external market evidence internal teams cannot see
High-value segments
Affluent and mass-affluent segmentation, wealth and proposition testing.
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.
Our finance rankings and syndicated intelligence — from brand health to affluent and mass-affluent investment insight — give banks an external benchmark and a proof point their own dashboards cannot provide.
rise in Vietnam's cashless transaction volume, first nine months of 2025
24%
projected rise in Thailand's HNWI population by 2028
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
From Decision Lab
Press releases
Research, rankings and commentary on Vietnam’s banking and financial services sector.
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