HSBC Jade
Creating an intuitive, global wealth management service for a diverse group of high-net-worth high achievers disinterested in traditional tropes of success.
Originally launched in 2015, HSBC Jade was struggling to carve a niche within the saturated global wealth management space. Starting from ground zero to audit business performance and identify blind spots, a global transformation effort was initiated. Digging deep to challenge dated notions of wealth and success, a series of compelling global and regional insights were used to evolve and strengthen HSBC Jade, resulting in a service that thoroughly resonated with a tribe of high-net-worth high achievers more interested in spending their money on self-enriching experiences and legacy than on gratuitous displays of wealth.
Results:
- Transformed HSBC Jade into 1 of 5 priority growth areas by 2019.
- Achieved 12.4% client growth year-on-year, generating US$1.9 billion revenue in 2019.
- Shortlisted “Excellence in Private Banking” at Luxury Briefing Awards 2018.
