Hang Seng taps Nick Cheung for holistic family wealth management

Hang Seng Bank has unveiled its latest "Family+ wealth management" campaign, a unique initiative supporting mass affluent customers in achieving holistic family wealth goals.

This campaign integrates the enhanced "Family+" account structure with advanced wealth planning, accumulation, and protection services, offering families a transparent and structured way to manage their finances.

The concept behind the campaign is built on Hang Seng's survey findings on the traditional notion of family wealth planning, with 61% of the surveyed parents intending not to rely on their children for financial support in retirement, and 49% reported that their financial planning progress was at least 40% behind their stated goals.

Nearly half of the respondents cited ongoing challenges in consistently balancing their own and their family’s long-term financial priorities, including children’s education, parents’ medical needs and retirement planning.

As part of the campaign, local actor and director Nick Cheung serves as the key endorser in the campaign, drawing on his experience of balancing diverse roles in life and on screen. His experience highlights the importance of managing both family responsibilities and financial objectives, reinforcing the campaign’s message of empowering families to excel in every role, said Hang Seng's spokesperson in conversation with MARKETING-INTERACTIVE.

The bank also aims to introduce its newly launched “Goal planner,” which allows customers to set, tag, and track multiple family financial goals with ease. This innovation ensures that every family’s needs are addressed, even in a fast-changing environment, said the spokesperson.

"We have also launched the FamilyPower Multi-Currency Life Insurance Plan 2, which offers regular withdrawal options. Customers can nominate beneficiaries other than themselves to receive scheduled withdrawals via Family+ sub-accounts, providing family members with a stable income inflow." 

The campaign is amplified through TV commercials, out-of-home media, social media, and targeted communications, connecting with families at every stage of life. It reflects the bank's commitment to providing adaptable and traceable wealth planning solutions for modern families.

Jordan Cheung, chief marketing officer at Hang Seng Bank, said: “Cheung, as an acclaimed actor, director, and devoted family man, reflects the same spirit of growth and dedication that we embrace at Hang Seng. With the upgraded Prestige Family+ account services, our new Goal Planner helps families manage multiple goals seamlessly across their 1+4 sub accounts. It’s about giving every ‘family CFO’ the tools to plan smarter and direct their own success stories.”

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