“MSB Unveils Cutting-Edge Marketing Tech at the 2025 Banking Digital Transformation Event”

Under the guidance of the State Bank of Vietnam’s leadership, the Vietnam Banking Times, in collaboration with the Payment Department, organized the “Banking Industry Digital Transformation 2025” event on May 29, 2025, at the Government Office, 01 Hoang Hoa Tham, Ba Dinh, Hanoi. With the theme “Smart Digital Ecosystem in the New Era,” the event took place amidst significant resolutions on innovation and digital transformation, notably the 57-NQ/TW resolution by the Political Bureau.

As the global financial and banking industry undergoes a significant transformation, MSB, under the close direction of the State Bank, has been a pioneer in adopting advanced technological solutions and establishing a solid foundation for comprehensive digital transformation. This has facilitated enhanced interaction within the digital ecosystem and aimed to create a new banking experience, seamlessly blending technology and humanity to deliver valuable benefits to the people of Vietnam.

Over time, MSB has implemented a comprehensive digital marketing strategy, covering popular social media channels and connecting various e-commerce platforms. By integrating payment technology and modern fintech services developed by its own technology team, the bank has expanded its reach and created smooth experiences between shopping and finance, offering omnichannel customer experiences. MSB has also built an extensive digital ecosystem, connecting people to numerous businesses, schools, hospitals, and various other service industries.

At the event, Mr. Nguyen Phi Hung, Deputy General Director of MSB, shared the bank’s digital payment solutions, including a solution for electricity bill collection for citizens. With an online connection system, integrated data, and real-time bill deduction upon payment, MSB’s solution ensures accuracy, transparency, and absolute security for its citizens. This solution was highly appreciated by the delegates as it plays a crucial role in bringing optimal convenience to the people and contributing to the digital transformation of the electricity industry.

MSB’s presentation attracted the attention of the Prime Minister and SBV leaders

According to MSB, in 2024 alone, the bank recorded over 1.4 million electricity bill payment transactions, totaling nearly VND 2,000 billion. In the first four months of 2025, transaction volume grew by more than 10% compared to the same period, indicating the strong influence of the smart digital journeys that MSB is creating.

Similar to the electricity industry, MSB has implemented numerous engagement streams connecting citizens to various businesses and services, based on a deep understanding of their needs, preferences, desires, and challenges. As a result, MSB constantly strives to personalize products, offers, and communication messages for its customers. Additionally, MSB remains receptive to customer feedback through both digital and physical channels, continuously improving its customer service.

“Digital transformation is not just a trend but a necessity for banks to maintain their competitiveness and sustainable development,” said Mr. Nguyen Phi Hung, Deputy General Director of MSB. “At MSB, we believe that investing in and effectively utilizing advanced technological solutions will not only enable us to create excellent customer experiences but also drive the development of a smart, agile, and leading bank in the digital era. MSB is committed to continuing its digital transformation journey, constantly innovating to bring the best values to people and businesses, thereby contributing to the overall development of Vietnam’s banking industry.”

MSB’s relentless efforts have been recognized by prestigious international organizations through various awards, including the most recent award for the Best Digital Retail Bank in Vietnam 2025 by Global Banking & Finance Review Magazine.