The Rise of Curated Moments: A New Demand Emerges
According to the EY Global Wealth Research Report 2025, the global affluent and high-net-worth (HNW) client base is expanding faster than anticipated over the past three years, reflecting robust asset recovery and accelerated wealth accumulation among high-income earners.
Alongside this growth, client expectations have shifted dramatically. EY reveals that 73% of wealthy individuals seek comprehensive wealth management services, moving beyond mere investment advice; 66% prioritize deeply personalized services tailored to their lifestyles, and 64% view value-added experiences and privileges as core to their relationships with service providers.
Experts note that while this trend isn’t new, its acceleration is remarkable. Previously, value-added services were often seen as optional extras, but the EY report confirms they’ve become essential requirements. This shift underscores a significant evolution in client psychology: from satisfaction with generic experiences to a demand for profound personalization and authentic connections.
In Singapore, DBS Treasures exemplifies this approach by focusing not just on financial products but on curating exclusive gatherings—from cultural and artistic events to next-generation leadership programs—creating a nuanced, interconnected ecosystem.
Similarly, Switzerland’s UBS, with over 113 years of heritage, adopts a holistic approach to ultra-high-net-worth clients. As a strategic partner to global elite events like Art Basel and the America’s Cup, UBS offers clients not just access but behind-the-scenes experiences, fostering enduring multigenerational relationships.
These “insider” experiences cement lasting bonds between the bank and wealthy families.
Vietnam: A High-Potential Market for VIP Experiences
While developed markets have set new standards for the affluent segment, Vietnam is entering a rapid growth phase, with its wealthy population expanding swiftly and becoming increasingly sophisticated in their demands.
According to Knight Frank’s Wealth Sizing Model 2024, Vietnam now boasts over 5,400 individuals with assets exceeding $10 million, growing steadily at 2.4–5% annually. The ultra-wealthy segment is projected to reach nearly 1,000 by 2028—a solid foundation for personalized, lifestyle-aligned premium financial services.
In response, Vietnamese financial institutions are investing in tailored models for the elite: from expert seminars and entrepreneur networking events to exclusive music, sports, and culinary experiences. These are no longer add-ons but strategic tools for relationship-building and ecosystem expansion.
SHB Fusion Golf Tournament for premium clients
This trend is evident in how clients leverage bank-offered privileges. Mr. N.V.Đ (54), a Hanoi-based logistics and import-export director, emphasizes the value of such experiences: “It’s not just about financial products. Private golf games or dinners often connect me with the right people at the right time, sparking unexpected collaborations.”
Art performance celebrating Vietnamese heritage at SHB’s VIP gala
These experiences reflect the new expectations of elite clients: sophistication, privacy, and meaningful connections. SHB’s Fusion initiative embodies this, crafting premium, nuanced experiences that foster connections and create memorable moments for VIPs.
The inaugural SHB Fusion Golf Tournament, held at Van Lang Empire (Phu Tho) on November 22, 2025, blended finance, lifestyle, and nature. Designed by golf legend Greg Norman, the event transcended traditional sports tournaments, offering elevated moments of connection.
SHB Fusion redefines luxury living for premium clients
The journey culminated in the “Fusion of Soul” Gala Dinner, where tradition and modernity merged through music and cuisine, creating an emotionally resonant experience aligned with SHB’s premium philosophy.
Mr. Do Quang Vinh, SHB’s Vice Chairman and Deputy CEO, notes that elite clients now seek more than efficient financial services—they crave cultural depth and meaningful life connections.
“SHB Fusion represents a new experience philosophy, integrating financial services into clients’ lifestyles. We’re embedding culture, nature, sports, and community into our premium ecosystem,” Vinh explains.
This isn’t a series of isolated events but a long-term strategy to redefine premium banking in Vietnam:
“Moving forward, SHB Fusion will evolve into a comprehensive experience ecosystem, delivering unparalleled moments and connections for our elite clients,” Vinh emphasizes.
Strategically, SHB Fusion embodies a human-centric business philosophy. By merging finance, culture, and community, SHB transforms client relationships from transactional to collaborative, inspiring a new era in elite service./
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The Art of Investing: Strategies for the Ultra-Wealthy
The ultra-wealthy population in Vietnam is witnessing a rapid surge, accompanied by a diversifying range of investment needs. Elevation Talks, a unique investment event series, is the brainchild of BIDV and Dragon Capital. This collaborative initiative serves as an intellectual hub, fostering connections and providing a platform for in-depth market insights and effective investment strategies. Modeled after the renowned investment clubs worldwide, Elevation Talks offers a space for like-minded individuals to engage, exchange ideas, and explore lucrative opportunities.
