“At MB, we believe understanding the behavioral shifts of younger generations is key to building the next generation of financial services. This report reflects our commitment to leading the digital transformation journey in Vietnamese banking,”
— MB Spokesperson, Corporate Communications Department.
1. The new consumer landscape
According to the report, the rapid rise of Gen Y and Gen Z is creating significant pressure on banks to reinvent their customer experience models.
These digital-native consumers expect:
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Real-time, mobile-first financial services;
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Seamless experiences across physical and digital touchpoints (“phygital” banking);
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Transparent and sustainable financial products.
MB identifies Generation Alpha—currently in their early teens—as the next influential consumer cohort. Their future expectations for AI-assisted, hyper-personalized, and socially responsible financial services are already shaping the strategic direction of the industry.
2. Emerging trends highlighted in the report
The report underscores several transformative shifts in the Vietnamese banking industry:
| Key Trend | Description |
|---|---|
| Phygital Experience | Integration of physical and digital banking, exemplified by MB’s SmartBank model. |
| Data-driven Personalization | Use of AI and big data to offer tailored products and services. |
| Sustainability & ESG Focus | 82% of Gen Z consumers demand transparent and sustainable investment products. |
| Financial Inclusion | Increasing adoption of digital channels helping expand access to rural and underserved populations. |
3. Strategic recommendations for banks
The report calls for Vietnamese banks to:
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Accelerate digital transformation to stay relevant in the era of instant, data-driven decision-making.
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Adopt an agile, customer-centric operating model, integrating technology and human touch.
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Invest in advanced technologies—such as AI, blockchain, and biometrics—to enhance personalization and security.
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Embed ESG and sustainability goals into long-term business strategies to align with the ethical values of younger generations.
“The success of future banking lies in balancing technology innovation with empathy and trust. Gen Y, Gen Z, and Gen Alpha value not only speed but also purpose and responsibility,”
— excerpt from the MB report.
4. MB’s strategic vision
MB continues to be a pioneer in digital banking transformation, focusing on delivering innovative, inclusive, and sustainable financial solutions.
Through initiatives such as SmartBank and MB Digital Hub, the bank aims to deliver seamless financial experiences while empowering Vietnam’s digital economy and contributing to sustainable development.
About MB
Military Commercial Joint Stock Bank (MB) is one of Vietnam’s leading financial institutions, offering a comprehensive range of banking, insurance, and investment services.
With a customer-first digital strategy and a strong focus on innovation, MB serves millions of retail and corporate customers in Vietnam and across Southeast Asia.
Website: www.mbbank.com.vn
Media Contact:
Corporate Communications Department
Email: pr@mbbank.com.vn
Phone: (+84) 24 3767 4050
by VNBA News