SCB Wealth

SCB, a historic leader in Thailand’s financial sector, faced a pivotal moment. The wealth management market was experiencing rapid change, driven by increasingly sophisticated high-net-worth (HNW) clients and the emergence of digital-first challengers. To maintain its position as Thailand’s leading wealth management bank and pursue double-digit growth, SCB partnered with Sage & Saga (formerly Interbrand SE Asia) to not only reimagine its wealth platform but also to embed a future-ready brand and customer strategy for the digital era.

360* growth

Our approach started with a comprehensive repositioning of SCB’s wealth business. This went beyond just a brand refresh—it was about creating a strategy for 360° growth: more engaged clients, broader product offerings, more intelligent segmentation, and seamless digital integration.

Through collaborative sprints, we redefined SCB’s value proposition from being product-focused to client-centric—centered on customer centricity, hyper-personalization, and global reach via its partnership with Julius Baer and other global carriers. Becoming “You Go-to Advisor” not only elevated the brand beyond transactional banking but also positioned SCB as a true partner throughout clients’ multi-generational wealth journeys.

Strategic workstreams: from insights to experiences

Working from the inside out, we delivered more than just a new logo or tagline:

• HNW Customer Research & Segmentation: We performed detailed segmentation, generating a decision-tree toolkit that enabled SCB to understand nuanced life goals, risk tolerances, and investment complexities for each segment. This informed tailored proposals for priority, prestige, and private banking clients, driving higher cross-selling and stronger client loyalty.

• Wealth Segment Positioning & Architecture: We established a clear brand architecture where each wealth segment—mass affluent, emerging HNW, and ultra-HNW—received targeted products and messaging. This supported a new brand promise that integrated digital and human touchpoints seamlessly.

• Brand and Experience Strategy: Focusing on a “digital bank with a human touch,” we created a verbal identity and communication toolkit that empowered SCB teams to deliver highly personalized, globally relevant narratives at every client touchpoint.

• Experience Innovation Workshops: We organized cross-functional workshops to co-create new customer journeys, ideate future digital solutions (e.g., SCB WEALTH LINE OA and the AI Advisory Chatbot), and align on key client moments from onboarding to legacy planning.

• Wealth Touchpoints Alignment: By mapping every advisory and transactional touchpoint, we ensured that onshore and offshore experiences reflected a unified brand. Wealth advisors were trained on new protocols, while digital interfaces were redesigned to boost client engagement scores—culminating in SCB’s recognition as Thailand’s leading structured product sales bank for four straight years.

The impact of a comprehensive transformation

With improved year-over-year NPS scores, SCB Wealth is on track to become Thailand’s top wealth management bank by 2026, with projected foreign currency investment assets increasing by 180 billion baht. This comprehensive transformation—covering branding, customer strategy, experience innovation, and operational alignment—demonstrates how SCB Wealth has moved beyond cosmetic upgrades to achieve strategic, sustainable growth and set a new standard for Asia’s next-generation wealth management.

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