WeLab Bank names new head of marketing

WeLab Bank has appointed Kevin Tsang (pictured) as its new head of marketing, reporting to WeLab Bank chief executive Tat Lee. 

In his new role, Tsang is responsible for the overall marketing strategies for WeLab Bank and WeLend for Hong Kong market. His role is effective from July 2025. 

In conversation with MARKETING-INTERACTIVE, Tsang said, "I'm thrilled to join WeLab Bank, to work with an organisation that’s aspired to be an AI-first digital bank, at the forefront of innovation in the industry, to develop advanced financial solutions that enrich and empower our customers in Hong Kong."

Prior to WeLab, Tsang was most recently the founder of fitNUTS, following his departure from Blue after a two-year tenure. Tsang said the reason he left Blue was to take the next step in his career to try to manage it on his own business while entering into an industry that he's always wanted to in fitness and sports but never had a chance to find a work opportunity.

“Where I'm heading next is having my own fitness studio in Kwun Tong running group classes while also running a lot of health talks and corporate companies to educate people about how to be more healthy,” he added. 

Skilled in marketing management, talent management, event planning, banking, and business development, Tsang is experienced in working in the financial services industry. Prior to Blue, Tsang was head of marketing at Moneyhero for close to a year. He was also head of brand and digital marketing for Hong Kong, Southeast Asia, and Taiwan at Mercer Asia from late 2020 to January 2022.

Back in April, Welab and the Hong Kong Investment Corporation have come together in a strategic partnership to accelerate AI innovation and application in fintech, proliferate financial innovation, and enhance fintech talent development, with a view to promoting inclusive finance in Asia.

The investment by the HKIC and its strategic partnership with WeLab will attract greater market attention and capital flow to Asia. This will strengthen and enhance Hong Kong's competitiveness and influence as an international financial and innovation technology center, adding momentum to the local economy. WeLab places significant emphasis on the development of the Asian market and the potential of AI.

With the HKIC’s support, WeLab will accelerate the exploration of AI-driven fintech services, including developing AI Agents and exploring relevant application scenarios in Hong Kong, with the view to breaking into regional markets, driving the development of digital financial inclusion in Asia.

WeLab is actively pursuing a regional growth strategy, with Thailand as a key target for its third digital banking license. WeLab plans to harness generative AI and develop innovative AI Agents that elevate financial services to a realm, where digital services are beyond fast and cost-effective, but offer more tailored financial solutions that dynamically respond to customers’ personalized needs and behaviours.

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