This article was originally published in the Brand Finance Banking 500 2025 report
KB Financial's brand value has increased 35% to USD7.3 billion. This places it among the top 20 most valuable banking brands in Asia & Pacific in 19th position, and 54th globally.
Chairman and Chief Executive Officer, Jong Hee Yang, shares insights on how KB Financial is driving brand value growth and its plans for future innovation in a spotlight interview with Brand Finance.
Interview with Jong Hee Yang
Chairman & CEO,
KB Financial Group Inc.
KB Financial Group has seen a 35% increase in brand value this year, along with an improved AAA brand strength rating. What key strategies have supported this success, and how do you plan to further strengthen this aspect?
KB Financial Group’s success stems from its commitment to corporate social responsibility and ‘warm-hearted partnerships’, fostering mutual growth with society. This strengthens both brand trust and value by aligning with modern consumers' expectations of sustainability.
Our key strategies include:
- Education & Childcare Support: Collaborating with the Ministry of Education to expand all-day care services and establish after-school centers. These initiatives provide financial literacy and physical education for children while supporting dual-income families with accessible childcare solutions.
- Youth Education & Scholarships: Offering mentorship, career development programmes, and scholarships to empower young individuals. By investing in education, KB Financial Group helps nurture future leaders and create opportunities for long-term success.
- Cultural & Artistic Contributions: Supporting cultural events, emerging artists, and exhibitions to promote social cohesion and artistic growth. Through these initiatives, KB strengthens community ties while fostering a vibrant cultural landscape. By integrating social responsibility into its operations, KB Financial Group enhances its brand’s credibility and sustainability, ensuring continued growth and trust.
With the expansion of digital banking, what role does it play in your broader strategy, and how do you see the future of digital payments shaping customer expectations and competitive dynamics in the banking sector?
The rise of digital finance is blurring the lines between traditional financial and non-financial industries, with customers demanding faster, more convenient, and innovative services. To stay ahead, KB Financial Group is driving digital innovation to become Korea’s ‘No.1 trusted financial platform’.
- Digital Platform Priority Strategy Based on ‘Super App’ -
KB Financial Group is advancing its super app strategy through KB Kookmin Bank’s ‘KB Star Banking’, transforming it from a simple banking app into an all in-one financial platform. Integrating over 70 key services across banking, insurance, and credit, it streamlines finance, non-financial, and public services for greater convenience. Once a supplement to offline channels, digital platforms are now the primary focus, with KB committed to making them the core of customer value creation. - Channel Expansion Strategy Through Embedded Finance -
KB Financial Group is embracing embedded finance by partnering with leading companies in non-financial sectors. By integrating its financial products and services into partner channels, KB is expanding its reach and creating new distribution opportunities in a landscape where the lines between finance and non-finance are increasingly blurred. - Building an Open Pay Platform: Delivering a Unique Customer Experience -
With the rise of fintech and e-commerce, the digital payments market is becoming increasingly competitive, and consumer expectations are evolving. To remain competitive in this space, KB Financial Group is enhancing its ‘Open Pay Platform’, integrating new technologies to deliver a seamless and differentiated customer experience.
The platform also offers overseas payment services with no currency exchange fees and enhances payment reliability with an advanced AI-based Fraud Detection System (FDS).
KB Financial Group’s KB Pay offers a seamless payment experience, supporting online and offline card payments, account withdrawals, third-party cards, and QR transactions. With biometric and simplified authentication, it ensures fast, secure, and convenient transactions.
As KB Financial Group continues to innovate, what key trends do you anticipate shaping the future of banking in South Korea and globally? How is KB Financial Group preparing to lead these changes and adapt to the evolving landscape of customer needs and technological advancements?
KB Financial Group: Pioneering the Future of Finance Through Digital Innovation and ESG Leadership
KB Financial Group is shaping the future through continuous innovation, driving digital transformation, customer-centric services, and a strong commitment to of ESG (Environmental, Social, Governance) principles. In an evolving financial landscape, staying competitive requires embracing new technologies and business models. KB Financial Group is creating the future of finance by aligning itself with these changes, with a focus on digital innovation and social responsibility.
- Digital Transformation -
At the heart of digital innovation is Artificial Intelligence (AI), which enables real-time analysis of customer data to deliver more personalised financial services. Additionally, AI-based services such as Chatbots, Robo-advisors, and automated loan assessment systems are revolutionising customer experience and contributing to operational efficiency within banks. - ESG (Environmental, Social, Governance -
Management Sustainable management is now a key pillar of the financial industry, shaping decisions for both investors and customers. Green finance, support for social enterprises, and climate action are becoming integral to future financial services. KB Financial has made ESG principles a core value, actively promoting green finance and introducing sustainable investment products. - Customer-Centric Business -
Customers are increasingly seeking personalised services and seamless financial experiences. As ‘customer experience (UX)’ becomes ever more important, KB Financial Group is enhancing its offerings through omnichannel services and AI-driven personalisation.
By leveraging customer data, KB delivers tailored services while strengthening mobile and digital banking to ensure a consistent experience. Additionally, it is restructuring key business models, such as wealth management, with a customer-first approach.
KB Financial Group is at the forefront of major industry shifts, from digital innovation and AI integration to ESG-driven strategies. By staying ahead of evolving customer needs and technological advancements, KB is shaping the future of finance while fostering sustainable growth that benefits both customers and society.
"The rise of digital finance is blurring the lines between traditional financial and non-financial industries, with customers demanding faster, more convenient, and innovative services. To stay ahead, KB Financial Group is driving digital innovation to become Korea’s ‘No.1 trusted financial platform’."
