The Service Branding Turning Point
After more than 25 years of establishment and development, Vietnam’s stock market is entering a phase of extensive restructuring. The acceleration of trading infrastructure, the surge in individual investors, and the competitive pressure from foreign securities firms are exposing the limitations of growth models primarily reliant on transaction fees and margin activities.
In this context, many industry players are seeking new directions, shifting from volume-driven growth to models focused on service quality and customer experience. Instead of prioritizing short-term revenue, these companies view customers as long-term assets, measuring success through trust, understanding, and the ability to accompany clients on their investment journeys. Here, success is not defined by the number of executed orders but by the quality of relationships and customer satisfaction.
SHS is steadfast in its goal of becoming a modern, professional, and sustainably developing financial services company.
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To realize this model, companies must invest comprehensively in technology, data, human resources, and service culture—the foundational elements for sustainable growth. Recognizing this trend early, SHS proactively transformed its operating model, gradually establishing itself as a modern financial services company with customers at its core.
In November 2024, marking its 17th anniversary, SHS officially unveiled its new brand positioning, “Creating Financial Prosperity,” along with a modern and dynamic brand identity. However, the essence lies not in external appearances but in its internal philosophy: SHS is committed to evolving from a traditional securities firm into a financial services company, operating under the Service Branding approach—prioritizing services and customer experience.
Mr. Đỗ Quang Vinh – Chairman of the Board of Directors, SHS.
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“We’ve chosen a longer, more challenging but sustainable path, because trust cannot be bought cheaply—it must be built through genuine service quality. Every policy, process, and product starts with the question: ‘Does this truly add value for the customer?’ If the answer is ‘not sure,’ we’re willing to pause and redo,” shared Mr. Đỗ Quang Vinh, Chairman of the Board of Directors, SHS.
Technology – People – Experience: The Three Pillars of Value Creation
To materialize the Service Branding philosophy, SHS focuses on three critical pillars: technology, people, and experience. Technology acts as the accelerator, while people are the drivers. Both aim for a common goal: delivering the best customer experience.
SHS recently launched its next-generation trading platforms, SH Smart app & web.
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Technology is seen as the catalyst for change. In 2025, SHS introduced its next-generation trading platforms, SH Smart app & web—a significant milestone in its digital transformation journey. SH Smart is not just a technological product but a testament to the “customer-centric” mindset. Investors can customize layouts, hide/show modules, save personalized analytics, and sync seamlessly across devices. The system also integrates multi-layer authentication, automated risk alerts, and real-time transaction monitoring, ensuring secure, transparent, and smooth trading experiences.
Simultaneously, SHS implemented the SHS Office digital workspace to digitize internal processes, optimize operational efficiency, and enhance customer service capabilities. This is part of a comprehensive transformation effort, enabling swift, accurate, and effective collaboration across the organization.
In October 2025, SHS inaugurated its new headquarters at 43 Lý Thường Kiệt, Cửa Nam Ward, Hanoi.
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On the people front, SHS is restructuring its organizational and human resource management systems to align with a service-oriented business model. Performance metrics (KPIs) are redesigned to focus on service quality and customer satisfaction. Investment advisors undergo rigorous training, not just to “sell products” but to “accompany investors” by sharing knowledge, supporting decision-making, and navigating market phases alongside clients. When every employee understands that customer success is their own success, the Service Branding spirit truly becomes ingrained in the corporate culture.
The customer experience pillar is being refined by SHS to ensure seamless multi-touchpoint interactions, bridging online and offline environments. In October 2025, SHS opened its new headquarters at 43 Lý Thường Kiệt, Cửa Nam Ward, Hanoi. This “open financial office” is designed to be friendly and modern, offering a space where customers can transact, interact, and relax in an inspiring environment reminiscent of a true “financial lounge,” rather than a rigid trading floor.
Additionally, SHS is expanding and standardizing its branch and transaction office network in major financial hubs such as Hanoi, Haiphong, Da Nang, Ho Chi Minh City, and Can Tho, ensuring consistent, convenient, and professional experiences across the system.
Building a Comprehensive Financial Ecosystem: A Vision for Sustainable Growth
After a year of implementing the Service Branding strategy, the most significant “fruit” SHS has harvested is trust—from customers, partners, and its own team.
Quantitatively, the results of the past nine months demonstrate the effectiveness of this journey, with impressive growth in operating revenue and pre-tax profit. In just nine months, SHS has achieved and surpassed its annual plan, with total assets increasing by 57% year-on-year.
 In August 2025, SHS reached a market capitalization milestone of over 1 billion USD.
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Notably, in August 2025, SHS achieved a market capitalization of over 1 billion USD—a symbolic milestone marking its maturity and market recognition in terms of financial capabilities and growth prospects. This is not merely a result of scale expansion but also the outcome of a two-year brand repositioning and internal consolidation process.
Alongside financial results, SHS has been rated A – Stable Outlook by VIS Rating in its inaugural evaluation; honored in the Top Best Places to Work in Asia – HR Asia Awards for two consecutive years; and ranked among the Top 10 ESG Green Vietnam 2025 Enterprises in the Finance – Securities sector.
These recognitions not only reflect the outcomes of a year of strong transformation but also lay a solid foundation for the next development phase. Building on this, SHS is preparing for a new acceleration phase, aiming to rejoin the Top 10 securities firms with the largest brokerage market share in Vietnam and establish itself as a preferred and trusted brand among individual and institutional customers.
Moving forward, SHS will continue investing heavily in technology and products while expanding its personal financial ecosystem to comprehensively and flexibly connect investment, savings, consumption, and asset management needs.
No matter how rapidly technology evolves, “Service Branding” remains SHS’s guiding principle. For SHS, sustainable development stems not from speed but from genuine value, dedicated people, and exceptional customer experiences. Trust in finance cannot be bought cheaply—it can only be built through authentic service quality.
At 18 years old, SHS is taking confident steps toward creating real value and affirming its position as a modern financial services company.
Services
– 12:00 17/11/2025
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