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 companies in the industry are seeking new directions, shifting from volume-based growth to models focused on service quality and customer experience. Instead of prioritizing short-term revenue, these firms view customers as long-term assets, valuing trust, understanding, and partnership as key metrics. Success here is measured not by the number of executed orders but by the quality of relationships and customer satisfaction throughout their investment journey.
To realize this model, businesses 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 operations, 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, “Crafting Financial Prosperity,” along with a modern, 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 enterprise, operating under a Service Branding approach—prioritizing services and customer experience.
Mr. Do Quang Vinh, Chairman of SHS’s Board of Directors.
“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 uncertain, we’re ready to pause and reevaluate,” shared Mr. Do Quang Vinh, Chairman of SHS’s Board of Directors.
Technology – People – Experience: The Three Pillars of Value Creation
To materialize its Service Branding philosophy, SHS focuses on three critical pillars: technology, people, and experience. Technology acts as the accelerator, while people steer the direction. Both converge toward a shared goal: delivering the best customer experience.
SHS recently launched its next-generation trading platforms, SH Smart app & web.
Technology is the driving force behind this transformation. In 2025, SHS introduced its next-generation trading platforms, SH Smart app & web—a significant milestone in its digital transformation journey. SH Smart is more than a tech product; it embodies a customer-centric mindset. Investors can customize layouts, hide/show modules, save personalized analytics, and sync seamlessly across devices. The system also features multi-layer authentication, automated risk alerts, and real-time transaction monitoring, ensuring secure, transparent, and smooth trading.
Simultaneously, SHS implemented the SHS Office digital workspace to digitize internal processes, optimize efficiency, and enhance customer service capabilities. This initiative is part of a comprehensive transformation effort, enabling swift, accurate, and effective collaboration across the organization.
On the people front, SHS is restructuring its organizational framework and HR management to align with a service-oriented model. KPIs are redesigned to emphasize service quality and customer satisfaction. Investment advisors undergo rigorous training to “partner in investing” rather than merely “sell products,” sharing knowledge, aiding decision-making, and supporting clients through market cycles. When employees internalize that customer success is their own success, Service Branding becomes deeply embedded in the corporate culture.
In October 2025, SHS inaugurated its new headquarters at 43 Ly Thuong Kiet, Cua Nam Ward, Hanoi.
The customer experience pillar is refined to ensure seamless omnichannel interactions, blending online and offline environments. In October 2025, SHS opened its new headquarters at 43 Ly Thuong Kiet, Cua Nam Ward, Hanoi—a “financial lounge” designed to be friendly and inspiring, replacing traditional rigid trading floors. Customers can transact, consult, and relax in a welcoming space.
Additionally, SHS is expanding and standardizing its branch network in key financial hubs like Hanoi, Haiphong, Da Nang, Ho Chi Minh City, and Can Tho, ensuring consistent, convenient, and professional experiences nationwide.
Building a Comprehensive Financial Ecosystem: A Vision for Sustainable Growth
After a year of implementing its Service Branding strategy, SHS’s greatest achievement is the trust earned from customers, partners, and employees.
Quantitatively, the first nine months of 2025 demonstrated the strategy’s effectiveness, with impressive growth in operating revenue and pre-tax profit. Within nine months, SHS exceeded its annual plan by 100%, with total assets increasing 57% year-on-year.
In August 2025, SHS reached a market capitalization milestone of over $1 billion.
Notably, in August 2025, SHS achieved a market capitalization of over $1 billion—a symbolic milestone reflecting its maturity and market recognition of both financial capabilities and growth prospects. This result stems not only from scale expansion but also from two years of brand repositioning and internal strengthening.
Beyond financial results, SHS earned an A rating with a Stable Outlook from VIS Rating on its first evaluation and was honored in HR Asia’s “Best Companies to Work For in Asia” for two consecutive years, as well as in the Top 10 ESG Green Vietnam 2025 – Finance & Securities category.
These recognitions not only highlight a year of robust transformation but also lay a solid foundation for future growth. Building on this, SHS is preparing for a new acceleration phase, aiming to rejoin Vietnam’s Top 10 brokerage firms by market share while establishing itself as a preferred securities brand for both individual and institutional clients.
Moving forward, SHS will continue investing heavily in technology and products while expanding its personal financial ecosystem to seamlessly connect investment, savings, consumption, and asset management needs.
Regardless of technological advancements, “Service Branding” remains SHS’s guiding principle. For SHS, sustainable growth 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 strides toward creating real value and affirming its position as a modern financial services enterprise.
SHS: 18 Years of Crafting Service Excellence and Building Trust
Celebrating 18 years of establishment, Saigon – Hanoi Securities Joint Stock Company (SHS) is embarking on a transformative phase, marking its evolution from a traditional securities firm to a modern, professional, and sustainably growing financial services enterprise.
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