We helped HSBC understand the banking needs of self-made high-net-worth individuals in Hong Kong and Singapore.
18 in-depth interviews5-day online community18 retrospective interviews
The challenge
Self-made millionaires hold values that differ from those of HSBC’s typical private clients. To build regional and local strategies, HSBC needed to understand their ethics, needs and aspirations at a personal level.
Our approach
We focused on the defining moments that shaped each person’s values, combining interviews with five days of everyday tasks in an online community.
The result
Relatable, tangible and distinctive personas that HSBC’s teams could plan around.
36in-depth conversations behind the personas
US$24bngrowth in HSBC Wealth and Personal Banking deposits in 2021
Brand-wide figures reflect the client’s overall performance, not this project alone.
