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FINANCE & BANKING

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.

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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.

The decisions on the agenda
  • Win the primary banking relationship.

    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, and translate it into what to do next:

High-value segments

Affluent and mass-affluent segmentation, wealth and proposition testing.

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Primary relationship

CASA and primary-bank driver studies, product competitiveness and journey diagnostics.

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Brand-to-business

Brand health tracking and campaign evaluation tied to commercial outcomes.

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Digital & CX

CX visioning and measurement, cross-journey friction diagnosis, and digital-primacy linkage.

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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.

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Intelligence

The independent view banks bring to the board.

Our 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.

Expertise that drives success

Meet our financial services strategists

Trinh Ngoc Anh Duong

Trinh Ngoc Anh Duong

Associate Director, Finance Practice

Nguyen Duoc Ngoc Tran

Nguyen Duoc Ngoc Tran

Associate Manager

Dinh Hoa Linh

Dinh Hoa Linh

Consultant

Nguyen Hoang Son

Nguyen Hoang Son

Associate

Tran Ngoc Tai Ngan

Tran Ngoc Tai Ngan

Associate

43%

rise in Vietnam's cashless transaction volume, first nine months of 2025

24%

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.

Trusted by financial services leaders

Partnering with leaders in banking and finance

“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

Reports & downloads
Rankings

Decision Lab Bank Satisfaction Rankings 2026

Decision Lab Bank Satisfaction Rankings 2026
Rankings

Best Bank Rankings 2026

Best Bank Rankings 2026
Trend Report

Vietnam Affluent & Mass Affluent Investment Insights 2026

Vietnam Affluent & Mass Affluent Investment Insights 2026

Ready to decide with evidence?

Tell us the question you are trying to answer. We will show you the shortest route to a defensible answer — and what it costs.