Hang Seng Bank's new campaign targets families with complex financial needs

Hang Seng Bank has unveiled its latest wealth management campaign ‘Hang Seng wealth management solutions empower every CFO’ (恒生財富管理 助攻每位CFO), which primarily targets affluent families, particularly young affluent families facing complex financial needs.

The campaign is inspired by findings from Hang Seng's recent survey which showed young affluent families in Hong Kong set a savings goal of HK$18 million to achieve various life objectives. However, many of the respondents lack a comprehensive financial plan. Although one-third of them indicating they have established financial strategies tailored to their family's needs, more than 50% expressed a lack of confidence in their ability to effectively execute these strategies. Notably, among respondents without a cohesive financial plan, 71% were young affluent families with children aged 12 or younger.

The survey also revealed that respondents’ wealth management goals encompassed a wide range of areas, including retirement preparation, securing children's futures, covering parents' daily expenses, medical insurance, and family legacy planning. Moreover, 92% of respondents said personalised wealth management and planning services will help them achieve their unique financial goals.

To bridge the gap, Hang Seng launched the enhanced ‘Wealth master for family’, a family wealth goal analysis and financial planning tool which provides customers with comprehensive family wealth goal analysis and asset allocation support.

As part of the campaign, Hang Seng also offers diversified investment product categories, insurance solutions, and its unique Prestige Banking ‘Family+ Account’, all designed to meet evolving affluent family needs and help them achieve their distinct family wealth goals.

Following the launch of the ‘Prestige Banking CFO (Chief Family Officer)’ campaign in 2023, the campaign once again features local actress Sandra Ng, ‘young CFO’ Carlos Chan, Shiga Lin, and ‘Mature CFO’ Johnny Hui, who can better resonate with target families at different life stages. The campaign will run until 31 March 2025.

Done in partnership with creative agency Indigo Concept, the campaign is spanning across multiple channels, including television, online platforms, out-of-home (OOH) advertising, and social media. This multi-faceted approach is designed to maximise visibility and engagement, ensuring that the message effectively reaches the intended audience across various touchpoints. The TV commercial is now available across major media platforms and the official Hang Seng Bank YouTube channel.

Rannie Lee, head of wealth and personal banking at Hang Seng Bank, said: “We recognise that affluent families today face complex financial needs, going beyond simple savings. Hang Seng is committed to providing innovative family wealth management solutions. We have launched the enhanced ‘Wealth master for family’, which supports customers with comprehensive family wealth goal analysis and asset allocation.”

“We also offer diversified categories of investment products ranking first among local retail banks, well-curated insurance solutions and our unique Prestige Banking ‘Family+ Account’, to meet the evolving needs of customers at every stage of life and help them achieve their distinct family wealth goals,” Lee added.

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