By reimagining acquisition, onboarding and loyalty with a modular digital strategy, E.SUN is redefining customer relationships through an integrated digital ecosystem
In an increasingly saturated banking environment, customer acquisition and engagement demand more than digital convenience. For Taiwan’s E.SUN Bank, the answer lies in embedding financial services seamlessly into everyday moments, enabling intuitive, modular journeys that go far beyond basic mobile banking.
Platform-first, customer-always
Its 5A strategy – Access, Acquire, Activate, Adhere, Advocate – outlines this vision. From ecosystem partnerships with retail heavyweights such as FamilyMart and PX Pay to a unified application platform that has tripled credit card cross-sell rates, E.SUN is building scale through both reach and relevance. In 2023 alone, more than 13,000 customers joined via non-banking partners, validating its platform playbook.
One form, many products
E.SUN Bank’s Unified Application Platform is a key differentiator. Customers can apply for up to seven products – from FX and TWD (New Taiwan Dollar) accounts to loans and mortgages – via a single digital application. As of early 2024, 63% of applicants opted for two or more products and nearly one-third applied for three or more. The bank reports a near-tripling in credit card cross-sell – from 13% to 39% – alongside a rise in brokerage cross-sell – from 20% to 36%.
The results are tangible: a 2.7x growth in digital deposit accounts over two years, the highest among Taiwan’s top 10 traditional banks, according to open data from Taiwan’s Financial Supervisory Commission (FSC).
Design-led, agile delivery
E.SUN Bank’s technology architecture reflects a strong commitment to continuous innovation. By adopting a micro-front-end development model, the bank allows independent module updates, making the mobile and internet banking experience more flexible and future-ready. Complementing this is the E.SUN Design System, which is built to ensure user interface (UI) consistency and scalability across digital touchpoints.
Loyalty with a digital edge
Customer loyalty is reinforced through e.Fingo, the bank’s loyalty programme. With more than 1 million members, e.Fingo ties rewards to daily banking activities, incentivising engagement and progression to premium tiers. As a result, e.Fingo customers are 35% less likely to leave the bank, adding an advocacy layer to digital growth.
These efforts have led E.SUN Bank to be recognised as Digital Bank of the Year at the Retail Banker International Asia Trailblazer Awards 2025.