Decoding the strategy of understanding "My quality" - The trump card that helps TPBank conquer young people

Personalization, trendy, different, technology, convenience... these are important "keywords" that every business, especially banks, needs to keep in mind if they want to conquer young people. But remembering is one thing, realizing them into products and services that are suitable for young people's tastes is another.

As a typical example of a success story starting from the above "keyword", Tien Phong Commercial Joint Stock Bank (TPBank) has grown strongly and become the top choice of Gen Z. Specifically, within the framework of the WeYoung - 4TheYoung category at the WeChoice Awards 2024, with an outstanding number of votes, TPBank was honored to receive the Z First-Rate Award: The most favorite financial - consumer application among young people.

Recently, the ChatPay feature on the TPBank App was honored by The Asian Banker as the Best Digital Banking Innovation Product in the Asia - Pacific region (Best Social Banking Initiative in Asia Pacific for 2025).

In the strong flow of the "cashless" trend with the proliferation of countless financial applications, deeply understanding the "I" of young people is the "key" to bringing breakthrough success to TPBank.

For digital citizens, "I" is how they define their own value and assert themselves in a colorful world. It can be the desire to conquer the peak, a brilliant career, or simply a free, unconstrained lifestyle.

Positioning itself as a bank for young people, TPBank soon realized this. The birth of LiveBank 24/7 - the symbol of a "never-sleeping" bank in 2016 was the first touch point of "Purple Bank" on the journey to conquer Gen Z.

From that touch point, TPBank continuously empowers young people to choose, encouraging them to express their individuality through pioneering features and technologies on the TPBank Mobile App. Typical examples include Nickname and Shopname - the feature of naming personal/business accounts according to their preferences. No longer long, meaningless and boring series of numbers, the duo of features helps users freely "create their own style" for their bank accounts. Or with the MeZone feature, users can easily customize the TPBank Mobile App interface, arrange widgets intelligently and flexibly according to their personal style without fear of "collision".

In addition to customizable features for customers to fully live their "I", with its outstanding strength in technology application, TPBank also brings interesting and unique experiences, while opening up many digital financial trends. ChatPay - transfer money just like chatting, VoicePay - transfer money with your own voice or Voice Search - quickly search for features with voice are all extremely "cool" features, receiving positive feedback from users as soon as they were introduced by TPBank.

Choosing TPBank, young people can live and enjoy a complete self. At the same time, with "1001" utilities integrated in one app, TPBank is also a bank that brings a complete, seamless experience to users. And the message "Banking with My Style" is not only the bank's slogan but also a personality-filled, stylish declaration of the young generation in the digital age.

Not stopping at products and services that help Gen Z highlight their "I", TPBank also accompanies and deeply connects with their spiritual life through vibrant music and entertainment events.

TPBank 2in1 Concert brings together the most beloved line-up such as Son Tung M-TP, Justatee, HIEUTHUHAI, Double2T, Phuong My Chi... creating an "earthquake" in 2023. In 2024, TPBank continues to explode with the SHOPPING Festival, bringing thousands of super-cool deals, along with an extremely "slay" music show with the participation of MIN, Gil Le, Phap Kieu, HURRYKNG, Kai Dinh.

Sharing at the WeChoice Awards 2024 Ceremony, Ms. Nguyen Nhu Thuy Duong - Director of Communications, Brand Management and Marketing of TPBank, affirmed that the TPBank app was made by young people, people with young souls: "Becoming the most favorite financial application of young people is the result of a synchronous strategy and the constant efforts of the TPBank team in creating products and services, as well as attractive communication campaigns. We have and will always keep this young DNA alive in each TPBanker to create top utilities and perfect the App experience every day."

At the event, TPBank representative also revealed that in 2025, the digital experience on TPBank Mobile will be upgraded - smoother, faster, more convenient - so that young people can "bank" anytime, anywhere, the way they want!

Accordingly, the interface of TPBank App is designed in the Glassmorphism style - an effect combining shadow, transparency and opacity, for more vivid and friendly colors. With this "change of clothes", TPBank continues to show its thorough understanding of the "I" of young people when pioneering the creation of modern UI (User Interface), leading the design trend in the world.

Along with that, the App's Utility Market has also been upgraded with thousands of utilities to serve the diverse digital needs of citizens in the Digital Age. In addition to basic banking and financial services, customers can easily book airline tickets, train tickets, e-commerce cashback shopping... and pay directly on the TPBank App without having to switch platforms.

In addition, to meet the increasing investment and cash flow optimization needs of young users, the TPBank App also applies AI technology to analyze customers' consumption and transaction habits, thereby suggesting financial products or features suitable for each individual.

According to a TPBank representative, these are just the initial changes. In the coming time, TPBank will continue to develop and improve many more trendy features so that young people can 'bank' anytime, anywhere, the way they want.