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KienlongBank says it is redesigning how value is delivered to clients, shifting away from a model centered on products and toward one focused on connecting and operating meanings and processes. Under this approach, its Priority Lounge and technology platform aim to make every banker act as a wealth-management advisor, supporting asset management for high-net-worth clients, with advisory capabilities that the bank says can be worth billions of dong per year.
The bank notes that not all clients have the same needs. While many banking experiences are optimized for speed and convenience, some financial requirements require deeper, more structured, and more holistic engagement.
At KienlongBank, Priority Lounges are positioned as a different space from standard branches. The bank says the difference is not in form but in approach: meetings are not designed to begin from a single transaction or product, but instead expand into discussions around asset-management advisory.
Each Priority Lounge is described as a private advisory space equipped with modern technology. Clients are welcomed 1:1 by a wealth-management expert rather than a standard relationship manager.
In this model, asset management is not limited to maximizing returns on idle cash through traditional products. Instead, clients are guided on how a financial structure can be designed and operated flexibly and efficiently within KienlongBank’s ecosystem. The bank says this includes credit and investments, as well as asset values such as real estate, organized within an interconnected framework to help clients plan around long-term expectations and specific needs.
According to the bank, the underlying technology platform standardizes and automates processes, shortening processing times and removing unnecessary steps. As operational work is pushed toward the system, Priority Lounge meetings can focus on advisory and structuring solutions.
KienlongBank’s rollout of Priority Lounge in Hanoi and Ho Chi Minh City is described as the starting point for expanding sustainable financial touchpoints for clients, reflecting a shift from a transaction-centric model to an advisory and asset-management model within the bank.
The transformation strategy is supported by the bank’s reported financial performance. KienlongBank states that its 2025 pre-tax profit exceeded VND 2,323 billion, the highest in history. It also says total assets surpassed VND 103,000 billion, with the bank listed on HOSE.
The bank says these results provide a basis to invest in a new asset-management model, with Priority Lounge as the first client touchpoint.
With the space defined and the ecosystem connected, KienlongBank says the decisive factor becomes people. As technology handles more operational tasks, bankers’ roles shift from processing transactions to focusing on thinking, advising, and long-term partnership with clients.
The bank also announced what it calls its largest recruitment drive this year, offering more than 1,000 Senior Financial Experts. It states that incomes start at “billions per year” and that there is no cap based on performance. The recruitment includes roles such as Center Director, Asset Manager, Priority Client Manager, and Sales Manager.
More details are available at: https://tuyendung.kienlongbank.com/
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