Through bold digital innovation and market-leading family office services, Hana Bank has emerged as a benchmark for both affluent and ultra-wealthy clients in North Asia
Marking three decades in private banking, South Korea’s Hana Bank has grown to manage $53.5bn in assets for nearly 50,000 VIP clients, capturing a 28.3% market share of Korean clients with over $1m in assets. This scale is underpinned by a forward-looking strategy – PB Wealth Management 2.0 – which extends services from individuals to families and the next generation.
These achievements were recognised when the bank was named Outstanding Digital Private Bank – North Asia at the Private Banker International Global Wealth Awards 2025.
Digital innovation
A standout initiative is Hana Bank’s Asset Transfer Portal, integrated with Korea’s MyData system, which streamlines the consolidation of individual retirement pension (IRP), individual savings account (ISA) and pension accounts. In the first quarter (Q1) of 2025, 41% of all transfers used this system, representing $143m of assets.
The bank has also expanded innovation in real estate, running experiential property tours in Seoul’s Hannam-Dong district to give clients practical insights into a key investment hotspot.
In partnership with Korea Advanced Institute of Science and Technology (KAIST), the bank has developed the Hana AI CRP model, which applies predictive analytics to forecast commercial property trends — giving clients sharper tools for timing acquisitions and managing risk in a volatile market.
Beyond South Korea, Hana Bank leverages its global network to serve Koreans overseas. Recent seminars in Taipei covered taxation, inheritance and real estate investment and introduced customised will-substitute trust solutions. These drew strong interest from high-net-worth families abroad and highlighted the bank’s strategy of aligning domestic leadership with international connectivity. The bank also plans to extend similar cross-border programmes into other regional hubs, reinforcing its presence beyond Korea.
“Hana Bank is not only redefining private banking through digital innovation but also shaping the future of wealth transfer and family office services in North Asia”
Senior and affluent focus
The bank’s ‘Hana The Next’ brand, launched in 2024, addresses South Korea’s ultra-aging demographics, with services covering retirement planning, inheritance and lifestyle needs. Specialised lounges across Seoul provide both advisory and cultural experiences – from financial counselling to wine classes – ensuring relevance for both seniors and the mass affluent.
For ultra-high-net-worth (UHNW) families, Hana Bank has built a clear lead. Its Family Office services hold a 32.1% domestic market share, with $1.43bn in assets and more than 100 family office clients. The Hana The Next Family Office at Club1 PB Centre combines wealth services with cultural and networking experiences, featuring an art gallery, dining lounge and immersive media salon.
Launched in 2024, the Hana Family Office One Solution unites more than 60 experts across banking, securities, tax and trust planning, offering integrated advice on succession, overseas investment, tax efficiency and philanthropy. The service has already begun attracting a new wave of UHNW families, strengthening Hana Bank’s reputation as South Korea’s most comprehensive family office provider. The bank has also pioneered living trusts in Korea since 2010 and remains the market leader in will trust contracts, reflecting its long-standing focus on intergenerational planning.
Flagship programmes
To prepare the next generation, Hana Bank runs three flagship programmes: the Future Leaders Programme, CEO Insight Programme and Hana The Next Leader, launching in 2025. Together, these initiatives provide structured education for heirs and entrepreneurs, ensuring continuity in wealth stewardship. Its market leadership in family office services was further highlighted by industry recognition, with Hana Bank’s private bankers honoured for their regional excellence.
Metrics That Matter
- $53.5bn Private banking AUM in 2024
- 3% Market share of Korean VIP clients with $1m+
- 1% Market share in South Korea’s family office sector