On 24/8, SHBFinance officially rebranded as SFinance, simultaneously introducing its new logo and identity system. SFinance's new identity is designed to be simple, youthful, and digitally compatible. It inherits the SHBFinance name and its nearly one decade of operation in Vietnam, while also expressing a distinct identity for its new development phase.

The logo's lines evoke a sense of movement, embodying a proactive spirit of change and market adaptation. The color orange, symbolizing energy, youth, and agility, continues to be used, combined with emerald green, which represents safety and prosperity.

SFinance's new identity. Photo: Tung Dinh

SFinance's new identity. Photo: Tung Dinh

The letter "S" is associated with three core values: Safe, Smart, and Speedy. Safe emphasizes risk management, compliance, and customer protection. Smart reflects the application of technology and data in product development, offering intelligent solutions for customers. Speedy aims to simplify processes and reduce service delivery time. The letter "S" also represents the spirit of "Spark of Solution", interpreted by the company as initiating financial solutions tailored to customer needs.

Olena Khlon, Chief Executive Officer of SFinance, stated that the rebranding is more than just a change of name or image; it reflects a transformation in mindset, strategy, management, technology, human resources, and the company's approach to value creation.

"The brand identity must accurately reflect what SFinance is becoming: an organization with stronger internal capabilities, a more modern mindset, and a commitment to creating better, more timely value for customers", she said.

Alongside its new identity, SFinance has chosen "Timely and Better" as its message for the next phase. According to the company, "timely" not only represents the speed of service delivery but also the ability to identify customer needs and provide appropriate solutions when required.

Olena also noted that the changes reflect core transformations within the company. This restructuring process began with the cooperation agreement between SHB and Krungsri in 2021.

Since 2023, Krungsri and MUFG have deepened their involvement in operational activities, supporting SHBFinance in enhancing its capabilities in risk management, technology, human resources, operations, product development, and compliance.

Built on this foundation, SFinance positions itself as a modern, reliable, and customer-centric financial institution. Beyond business targets, the company aims for long-term values such as trust, service quality, customer experience, and community contributions.

Following the completion of its ownership transfer, SFinance became part of Krungsri's ecosystem in ASEAN. This transaction aligns with the "Go ASEAN with Krungsri" strategy, which identifies Vietnam as one of the Thai bank's key markets in the region.

In the next phase, SFinance announced it will combine its operational experience in Vietnam with Krungsri's and MUFG's management, technology, and product development capabilities. The company aims to provide safer, more suitable, and more convenient financial solutions, while building a foundation for sustainable growth in the Vietnamese market.

Minh Ngoc