We helped HSBC understand the banking needs of self-made high-net-worth individuals in Hong Kong and Singapore.
The challenge
As the number of self-made millionaires grew worldwide, HSBC saw an opportunity for a dynamic, personalised private banking strategy. These individuals are diverse, and their values differ from those of HSBC’s typical private clients. To build regional and local strategies, HSBC needed to understand who they are and their ethics, needs and aspirations.
Our approach
We built persona profiles around three areas: mindset and attitudes, lifestyles and behaviours, and brand and banking needs. We focused on the defining moments that shaped each person’s values, combining reflective interviews with five days of everyday tasks in an online community.
The result
A clear view of how these clients see the world, private banking and investment, distilled into relatable, tangible and distinctive personas that HSBC’s teams could plan around.
Brand-wide figures reflect the client’s overall performance, not this project alone.
