Bank expands its VIP customer base.

Beyond competing on interest rates, many commercial banks are now expanding their preferential customer programs to include customers with assets ranging from a few hundred million dong to approximately one billion dong. This trend is occurring against the backdrop of continued strong growth in household deposits, which are becoming an increasingly important source of capital for the banking system.

Priority customers have multiple "levels".

According to the State Bank of Vietnam's data, by the end of March 2026, household deposits in the banking system had reached over VND 10.56 trillion, an increase of 2.19% compared to the end of 2025 and an increase of over VND 3 trillion compared to the same period last year. Meanwhile, deposits from businesses and economic organizations reached over VND 6 trillion, a decrease of 2.69% compared to the end of 2025. This trend shows that household deposits continue to be an important source of capital in the mobilization strategies of commercial banks.

Observations show a significant change in how banks classify and serve individual customers with accumulated wealth. Previously, priority customers were typically understood to be those with substantial assets, but now many commercial banks have adjusted their criteria to be broader.

For example, from the beginning of 2026, Vietcombank adjusted its criteria for identifying Priority customers by reducing the average balance requirement for demand deposits from VND 1 billion to VND 500 million. BIDV Premier applied criteria of average total assets over 3 months of VND 1 billion, time deposits of VND 1 billion; or salary income of VND 50 million/month.ACB Privilege also used VND 1 billion in total assets or time deposits as one of the conditions for identifying privileged customers.

In many other commercial banks, the trend of customer segmentation is even more pronounced. VPBank Diamond divides customers into Pre-Diamond, Diamond, and Diamond Elite tiers. Pre-Diamond applies to customers with average total assets from VND 500 million to less than VND 1 billion or average current account balances from VND 80 million to less than VND 150 million. Meanwhile, MSB has developed the M-Passion program for customers with average total assets from VND 100 million to less than VND 1 billion before they meet the M-First Priority criteria. VIB,OCB , and Techcombank also use common criteria around VND 1 billion in financial assets or deposits.

BIDV's Southern Premium Personal Banking Center (Southern PBC) space

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Notably, in addition to categorizing VIP customers, many banks are also adding intermediate customer levels between the general public and priority customers. Experts in the retail banking sector believe that this trend helps banks expand their service reach to customer groups with lower asset sizes compared to traditional Priority or Private Banking programs.

From a market perspective, McKinsey forecasts that personal financial assets in Vietnam could reach approximately $600 billion by 2027, a significant increase from around $360 billion at the end of 2022, equivalent to an average growth rate of about 11% per year. The organization also assesses Vietnam as one of the markets with significant potential for the development of asset management and banking services in the coming years.

Maintaining cash flow within the financial ecosystem.

Along with expanding the criteria for customer identification, market observations indicate that banks are now significantly increasing benefits for priority customers. While previously these benefits mainly revolved around deposit interest rates, fee waivers, or exclusive transaction areas, the range of services has now expanded to many other areas.

According to banks, priority customers now enjoy numerous benefits, ranging from credit card cashback, airport lounge access, golf privileges to investment advice, asset management, and personalized loan solutions. VPBank Diamond, MSB M-Passion, and OCB Priority all offer special packages with attractive interest rates, service fees, customer care, and exclusive privileges tailored to each customer level.

Notably, many banks are integrating priority customers into broader financial ecosystems instead of just offering traditional banking services. For example, Vietcombank implements special preferential policies for Priority customers when transacting at VCBS, ranging from transaction fees and margin interest rates to benefits tailored to each customer tier. This trend is also being adopted by many banks through connecting priority customers with securities, insurance, and fund management companies within the same ecosystem.

A survey published by Mibrand in April 2026 found that 73.5% of Priority customers reported having used or researched loan products within the past 12 months. The two most important criteria for customers when choosing a bank were approval and disbursement speed, and brand reputation. The survey results also reflect the increasingly diverse needs of today's Priority customer group, extending beyond deposits to include credit, investment, and asset management.

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In fact, the Priority customer segment is playing an increasingly important role in the retail operations of many banks. According to information previously released by MB, the Priority customer segment contributes approximately 60-70% of revenue from the individual customer segment. Recently, MB was ranked by Mibrand as the leading bank in terms of brand recall and loan products for Priority customers. This result partly reflects the increasing competition among banks in attracting and retaining this high-value customer group.

From a market perspective, the simultaneous expansion of customer loyalty programs by many banks indicates that the segment of customers with accumulated assets is receiving increasing attention in retail strategies. Along with the increase in personal financial assets and the demand for specialized financial services, this is predicted to continue to be one of the most competitive segments in the banking industry in the coming period.

Source: https://thoibaonganhang.vn/ngan-hang-mo-rong-tep-khach-vip-183875.html