Organized by Enterprise Asia, the program acknowledges enterprises and brands contributing to business activities and community development across the Asia Pacific region. The award recognizes LPBank's transformative journey across multiple dimensions, including brand repositioning, management modernization, product innovation, service quality enhancement, and corporate social responsibility. While technology serves as a vital driver, the core value remains the ability to address practical needs and deliver superior customer experiences.

Beyond its brand refresh, LPBank has progressively modernized its operations and service delivery, adopting a flexible, customer-centric approach. Organizational restructuring, management modernization, and accelerated digital transformation have been implemented concurrently, forming the foundation for its digital banking development strategy.

Nguyen Hong Nhung, a member of the bank's executive board, receives the trophy. Photo: LPBank

Following this direction, LPBank has adopted an AI-first approach, integrating artificial intelligence into product development, operations, and customer care. A prime example is LPBank Plus, a new-generation digital banking application launched on 28/3. Developed on a "3S" model – Simple, Smart, and Safe – it aims to provide users with a straightforward, intelligent, and secure experience.

AI-powered features enable customers to conduct daily transactions more conveniently. Smart Nav allows users to quickly find information on beneficiaries, savings interest rates, exchange rates, service features, or the nearest branch and ATM. Concurrently, LP Pay, an AI money transfer assistant, lets users type or speak their requests, enabling the system to recognize intent and complete transactions in seconds.

Technology also extends to customer care through Lumi, a multichannel contact center connecting hotline, website, Zalo, fanpage, and the banking application, providing 24/7 support. The system features voice and facial recognition, automatically handling approximately 70% to 80% of common requests, while maintaining conversation flow and escalating to staff when necessary. Future development plans will expand Lumi into a Personal AI Banker, a personal financial assistant capable of remembering interaction history, understanding needs, and assisting customers with daily financial decisions.

Beyond individual customers, LPBank also leverages technology to support businesses, especially those requiring frequent transaction and cash flow management. The LocPhat Pay solution integrates QR payments, real-time transaction updates, revenue tracking, multi-point-of-sale management, and user permission controls. Centralizing transaction data streamlines cash flow monitoring and reconciliation for businesses.

From individual transactions to business operations, LPBank's digital solutions demonstrate its commitment to not just integrating technology into banking services, but also addressing the specific needs of diverse customer segments. These initiatives also enable the bank to leverage its extensive transaction network, combined with digital capabilities, to broaden access to modern financial services from urban centers to rural and remote areas.

According to a bank representative, while technological innovation enhances customer service quality, corporate social responsibility is another crucial aspect of its brand-building journey. LPBank operates under the motto "integrating social responsibility into business", identifying community activities as a cornerstone of its sustainable development strategy, aiming to create lasting value for society.

The inspirational brand award. Photo: LPBank

After more than 18 years of operation and development, LPBank's total contributions to the community have reached thousands of ty dong. In 2025 alone, the bank allocated nearly 300 ty dong to social welfare and community development programs nationwide, focusing on education, scholarships, physical education, sports, and social security.

During the 2024-2025 period, LPBank contributed 150 ty dong to the "national effort to eliminate temporary, dilapidated houses" program in several localities, including Ha Giang, Dak Lak, and Thai Nguyen, helping residents stabilize their lives. These activities demonstrate the bank's commitment to linking its development with community needs, thereby expanding the brand's significance beyond financial products and services.

In addition to the APEA 2026 title, LPBank has received recognition through numerous domestic and international awards and rankings. These include the Innovative and Digital Transformation Leader 2026 award for CEO Vu Quoc Khanh, the Excellent Digital Product and Service 2026 award for LPBank Plus and LocPhat Pay, and being listed among the top 6 private banks with the largest budget contributions in Vietnam 2026, and the top 3 reputable and efficient public companies 2026.

LPBank also ranks among the top 6 reputable Vietnamese commercial banks 2026, the top 500 fastest-growing enterprises in Vietnam 2026, and the best workplaces in Asia 2026. Furthermore, it received the Asia Responsible Enterprise Award in the Green Leadership category for two consecutive years, 2025 and 2026. Moving forward, the bank aims to enhance its competitiveness, broaden access to financial services, and create practical value for customers, the economy, and society.

Hoang Dan