[Financial Microscope] Banks Cover the Entire Life Cycle with Generation-Specific Strategies

Kookmin Bank Introduces Segmented Strategies
Shinhan Hosts Pre-Senior Events for Customers in Their 40s and 50s
Hana Launches Exclusive Benefits to Win Over Soldiers
Woori and Nonghyup Target the Senior Market

Major banks are moving beyond simply launching new products and are now introducing generation-specific strategies. Their intention is to win over a diverse range of customers by offering services that combine products with entertainment throughout the entire lifecycle.

According to the financial industry on November 26, the five major banks (KB Kookmin, Shinhan, Hana, Woori, and NH Nonghyup) are launching products and services tailored to different stages of life. KB Kookmin Bank stands out for its meticulous strategies for each generation. In the first half of next year, it will launch the "KB Youth Service" targeting customers in their 20s. The main feature is that customers in their 20s can create a dedicated page within the KB Kookmin Bank application, KB Star Banking. On this dedicated page, financial benefits such as "KB Financial Coupons" will be provided, along with daily missions that customers can participate in. For customers who complete these missions, non-financial benefits are also being prepared. A service for active-duty soldiers, "KB Military Club," is also scheduled for launch. This membership will offer exclusive benefits only to active-duty soldiers and is expected to provide benefit coupons on payday.

KB Kookmin Bank also has customized platforms for teenage and senior customers. Recently, KB Kookmin Bank rebranded its app for teenagers from "Liiv Next" to "KB Star Teens," now serving those aged 6 to 18. Membership can be completed through mobile phone authentication, and it includes a prepaid wallet called "Pocket" exclusively for teenagers. On November 21, the platform for senior customers, "KB Golden Life X," was rebranded as "KB Golden Life." It provides financial information such as inheritance, gifting, and tax-saving strategies, as well as non-financial content related to culture and health. The KB Golden Life Center, which offers care and nursing services for senior customers, has expanded from four centers in Seoul and the metropolitan area to twelve centers nationwide.

Some banks have held events targeting the 40s and 50s age group. On November 17, Shinhan Bank invited pre-senior customers to the Jeongdong 1928 Art Center in Jung-gu, Seoul, and held the "Shinhan Premier Jeongdong-gil Romance" event. At this event, a "Financial Concert" took place, where customers could interact with asset management experts from Shinhan Financial Group (Shinhan Bank and Shinhan Investment & Securities). Shinhan Bank explained that this was a follow-up to a program held for senior customers in June and that it delved deeply into asset management strategies that pre-senior customers are genuinely concerned about. In addition, the event included a romantic music concert featuring classical performances by Shinhan Music Award winners and a performance by singer Cho Sungmo, as well as a walking tour around Jeongdong-gil.

Hana Bank, which was selected as the first operator of the Nara Sarang Card, a debit card exclusively for soldiers, is actively launching services tailored for military personnel. When using the Hana Bank Nara Sarang Card at PX stores, customers can receive up to a 30% discount. Additional benefits are expected, such as 20% discounts for online shopping, 20% discounts for delivery apps and taxis. Discounts for YouTube Premium subscriptions are also under consideration. Beyond simple benefits, Hana Bank has also introduced services to enhance convenience. Through the Hana One Q mobile app, customers can apply for conscription physical examinations. Those preparing for enlistment can select their examination schedule and preferred region via Hana One Q instead of the Military Manpower Administration website. In August, Hana Bank also launched a service for checking reserve forces mobilization training schedules.

Woori Bank has created a dedicated space for senior customers. On October 21, it opened "Salon de Wonder Life" in Cheongdam-dong, Gangnam, Seoul, a senior-focused space combining leisure, culture, and finance. Professional Go players are regularly invited to provide instruction, and customers can enjoy friendly matches with each other. The "Wonder Seminar Salon" offers seminars covering university entrance strategies, explanations of famous artworks, wine lectures, as well as financial information on gifting and inheritance. Asset management (WM) consultations are also available. Starting with Cheongdam-dong, Woori Bank plans to open similar spaces in other key locations such as Myeong-dong.

Nonghyup Bank has launched the "All Wonderful" brand for seniors at the financial holding company level. It plans to offer a variety of products and services, including trust services, pension insurance, and healthcare. To strengthen senior wealth management, in September, it established a specialized space for high-net-worth individuals called "NH Royal Chamber" at its headquarters.

This content was produced with the assistance of AI translation services.