In a groundbreaking study by Agility Research & Strategy, HSBC has emerged as the most trusted banking and insurance brand among Singapore’s high-net-worth (HNW) and ultra-high-net-worth (UHNW) individuals in 2025. The WealthLens Singapore 2025 report, published by AFFLUENTIAL, highlights the financial institutions that the country’s elite rely on to manage and grow their wealth.
HSBC secured the top spot in the banking category with a brand affinity score of 90 out of 100, praised for its global strength, wealth-management expertise, and financial stability. Following closely, the Bank of Singapore ranked second with a score of 84, recognised for its private banking focus and regional influence. Citibank took third place with a score of 83, noted for its international reach and comprehensive services for affluent clients.
In the insurance sector, HSBC Life led with a score of 83, dominating through its expertise in high-value policies and holistic wealth solutions. AIA was ranked second with a score of 69, valued for its broad offerings and long-standing reputation in Singapore. Prudential came in third with a score of 66, combining heritage and service quality to maintain strong resonance among affluent clients.
Ali Mirza, CEO of AFFLUENTIAL, stated, “High-net-worth and ultra-high-net-worth individuals are uniquely discerning when it comes to choosing their financial partners. These rankings reflect where trust, performance, and brand resonance truly lie at the top tier of wealth.”
The WealthLens report provides unique insights into the preferences of Singapore’s wealthiest, offering a valuable perspective on the financial brands that command their trust.
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