With bold investments in digital, lifestyle and regional platforms, UOB is setting the benchmark for personalised banking across Southeast Asia
Across Southeast Asia’s competitive financial landscape, few banks match Singapore-based United Overseas Bank (UOB) in strategic clarity and customer focus. With its goal of being the bank of choice for aspiring individuals within and connected with the ASEAN region, the bank is building an ecosystem aligned with the region’s rising affluence.
ASEAN at the centre
UOB’s approach is fundamentally regional. Supported by its acquisition of US-based Citigroup’s consumer banking business, its regional presence spans more than 8 million customers across Singapore, Indonesia, Malaysia, Thailand and Vietnam. This expanded footprint has enabled the bank to offer seamless cross-border experiences, from QR code payments in Thailand, Malaysia and Indonesia to exclusive entertainment privileges across borders.
Strategic reciprocal partnerships with brands such as the Woori Card from South Korea to extend cardholder benefits and support seamless cross-border experiences. These partnerships support a lifestyle-led model tailored to regional aspirations.
AI-powered insights
Central to UOB’s approach to deliver personalisation at scale is UOB TMRW, its AI-driven digital banking platform. Its Insights Cards deliver tailored information and offers, while its wealth features provide access to funds curated by the chief investment office (CIO) as well as real-time investment tools. In 2024, 80% of UOB’s total customer base in ASEAN is digitally-enabled, with more than 70% of unit trust transactions in Singapore now taking place via UOB TMRW – driven largely by new-to-wealth customers.
Purveyor of lifestyle
UOB continues to lead Singapore’s cards market, with one in two cardholders holding a UOB card. In 2024, the bank doubled down on its Lady’s Credit Card and Lady’s Savings Account by introducing ‘Unstoppable Pairing’, a bundled proposition that enables cardholders to earn up to 10 miles per dollar based on both spending and savings. The initiative saw Lady’s Credit Card billings grow over 70% YoY and Lady’s Savings Account balances grew by more than 30% within the first month of launch.
Strategic reciprocal partnerships
Entertainment partnerships play a key role in UOB’s card strategy. From Taylor Swift’s Eras Tour in Singapore and Ed Sheeran’s +–=÷× Tour across ASEAN to Korean pop megastars Stray Kids’ dominATE World Tour in Singapore, Bangkok, and Jakarta, the bank has effectively transformed card usage into an access pass for unique concert experiences. Additionally, UOB leveraged partnerships to offer exclusive access to musical theatre productions such as Wicked and The Phantom of the Opera by Base Entertainment Asia. Its collaboration with Marina Bay Sands and the Singapore Tourism Board, offering more than 50 exclusive experiences, underscores its brand as a gateway to premium regional experiences across shop, dine, travel and entertainment.
Measured results
The outcomes are tangible. In 2024, UOB saw strong financial performance with double-digit YoY growth in wealth management income and card spend in Singapore. The bank’s Fixed+ home loan product, launched in January 2024, contributed to over 20% YoY increase in new home loan sales, while improving operational efficiency.
Recognising regional excellence
For its strategy, scale and measurable results across digital, credit, debit, mortgage and lifestyle offerings, UOB has been named Asia Trailblazer of the Year 2025 (Institution) at the Retail Banker International Asia Trailblazer Awards 2025. The bank also earned wins in the Best Retail Bank – Singapore, Best Credit Card Initiative, Best Mortgage Offering, Best Loan Offering and Best Debit Card Initiative categories.