Cathay Financial Holdings is consolidating its insurance and banking operations under a unified group brand in Vietnam while accelerating investments in AI, digital transformation and sustainable finance to enhance experiences for more than 1.2 million customers.
Cathay Financial Holdings has announced a strategic transformation of its operations in Vietnam, bringing its banking and insurance businesses together under a unified group brand. The move is expected to provide a foundation for the group’s next phase of development while reinforcing its long-term commitment to Vietnam as one of its key markets.
The new structure brings together three group entities: Cathay Life Vietnam, Cathay United Bank (CUB) – Ho Chi Minh City Branch, and Cathay Insurance Vietnam. Alongside the brand restructuring, Cathay is launching the “Growing Stronger, Moving Forward with Vietnam” campaign, featuring three distinctive local trees as symbols of its long-standing connection with the country: the Tung tree in Cat Tien, Shan Tuyet tea trees in the Northwest, and the Rái Dầu tree in Hanoi.
Bringing AI Into Insurance Workforce Training
At Cathay Life Vietnam, technology is emerging as a key driver for improving business operations and workforce capabilities. In late July 2026, the company introduced AI Coach, an artificial intelligence-powered tool designed to simulate interactions between insurance consultants and customers, while providing automated feedback to support professional skills development.
By August 2026, more than 1,600 agents had adopted AI Coach in their daily activities. Cathay Life Vietnam is also targeting a professional sales force of 2,640 agents by the end of 2026, supporting its efforts to expand customer access and strengthen service capabilities.
Lana Shih, Executive Vice President of Cathay Financial Holdings, said customer trust is built over time through consistent service and sustained investment in the market. According to Cathay, combining the image of its heritage tree with distinctive trees from different regions of Vietnam reflects the group’s commitment to building lasting connections and providing customers with a greater sense of security.
CUB Advances Green Finance and Digital Banking
In banking, Cathay United Bank – Ho Chi Minh City Branch continues to focus on two key areas: sustainable finance and digital services. In 2025, the bank provided US$38 million in financing for the Tan Hiep Water Investment Project by BIWASE, while also serving as a joint arranger and bookrunner for VPBank’s US$1.563 billion sustainability-linked syndicated loan.
Green Finance × Digital Banking
Cathay United Bank continues to combine sustainable finance with digital transformation, expanding the role of digital platforms within Vietnam’s financial ecosystem.
In retail banking, the CUB Vietnam application had surpassed 8.3 million downloads and 1.2 million registered users by the end of August 2026. The figures highlight the growing role of digital platforms in connecting customers with financial services and delivering banking solutions in Vietnam.
Beyond its business operations, Cathay continues to support education through long-running community initiatives. Since 2008, the Great Tree Nurturing Program has awarded more than VND14 billion in scholarships to nearly 25,000 Vietnamese students.
Cathay Insurance Targets 25% of Revenue From Digital Channels
At Cathay Insurance Vietnam, digital transformation is being pursued alongside a business strategy focused on both growth and customer experience. The company aims to increase the share of revenue generated through digital channels to 25% by 2028, supported by efforts to simplify processes and make insurance services more accessible through online platforms.
The company is also emphasizing its role in supporting customers during major risk events. Following Typhoon Yagi in 2024, Cathay Insurance provided more than VND60 billion in advance claim payments to help customers address losses, recover from the disaster and resume their activities.
A More Connected Financial Ecosystem
By aligning its brand strategy with investments in AI, digital banking and green finance, Cathay is moving toward a more integrated financial services ecosystem in Vietnam. With life insurance, banking and non-life insurance businesses operating under a common strategic direction, the group aims to strengthen its ability to serve customers while contributing to the sustainable development of Vietnam’s economy and society.