What are Mission Vision & Core Values of Hana Financial Group Company?

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What drives Hana Financial Group's purpose and strategy?

Clear mission and vision anchor strategy, align culture, and guide capital allocation amid digital disruption and sustainability pressures. Hana Financial Group serves over 30M+ customers across banking, securities, asset management, and insurance, shaping products and risk appetite.

These statements steer innovation, talent development, and stakeholder stewardship across KEB Hana Bank, Hana Securities, Hana Life and global affiliates. Explore a focused industry view: Hana Financial Group Porter's Five Forces Analysis

Hana Financial Group mission centers on inclusive growth, customer-first digital finance, global connectivity and sustainable finance, driving value for individuals, SMEs, corporates and institutions while targeting long-term social impact and financial inclusion.

Inclusive Growth

Emphasizes shared prosperity across stakeholders, aligned with the official mission 'Growing Together, Sharing Happiness.'

Customer-Centric Digital Finance

Hana One Q reached 15 million MAUs in 2024, enhancing payments, FX remittance and wealth features for inclusion.

Sustainable Finance

HFG's sustainable finance total exceeded KRW 50 trillion by 2024, funding green bonds, renewables and social loans.

Global Connectivity

Strategic focus on Korea–ASEAN and Korea–MENA corridors to support cross-border trade and investment.

Comprehensive Financial Services

Full-spectrum offerings—banking, investment banking, asset management and insurance—targeting diverse customer segments.

Governance & Ethics

Commitment to strong governance principles and transparent ESG reporting to guide strategic decisions.

Hana Financial Group mission emphasizes stakeholder well-being, sustainability and global digital connectivity, balancing customer service, social impact and strong governance.

Mission: 'Growing Together, Sharing Happiness.' Analysis: Inclusive growth across individuals, SMEs, corporates and institutions via customer-centric digital finance, global corridors and sustainable lending—examples include Hana One Q's 15M MAUs (2024) and sustainable finance > KRW 50T (2024). Orientation: customer- and society-centric with embedded sustainability lens. Read more on the group's market focus at Target Market of Hana Financial Group

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Hana Financial Group’s vision: 'Together for a Better World, Finance for All.' It aims to lead inclusive, digital, and sustainable finance—scaling global platforms while keeping strong domestic leadership and disciplined risk governance.

Inclusive Finance

Expand access to banking and credit through digital channels and cross-border platforms.

Digital Transformation

Scale interoperable, data-driven services and open-banking ecosystems to improve customer experience.

Sustainability & ESG

Integrate ESG into lending and investment to meet sustainability goals and impact finance targets.

Global Expansion

Grow presence across 20+ countries to build cross-border platforms and diversified revenue streams.

Strong Capital & Risk Governance

Leverage solid capital ratios—~16% BIS total capital and ~12% CET1 in 2024—to support strategic initiatives with disciplined risk controls.

Customer & Community Focus

Prioritise financial inclusion, customer trust, and community support aligned with corporate purpose and governance principles.

The vision projects inclusive, digital, sustainable finance leadership—aspirational yet credible given Hana Financial Group’s capital strength, growing digital user base, and expanded overseas footprint. Read more in Mission, Vision & Core Values of Hana Financial Group

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Hana Financial Group core values guide its operations, culture, and stakeholder engagement; they emphasize client focus, integrity, innovation, and inclusion to deliver sustainable, platform-driven financial services. These values underpin Hana Financial Group mission and shape strategic priorities across banking, securities, asset management, and insurance.

Clients First

Prioritizes customer experience, transparency, and suitability; AI-enabled investment suitability at Hana Securities reduces complaints and boosts retention.

Integrity & Governance

Maintains strong compliance and AML controls; enhanced transaction monitoring cut false positives by double digits in 2024 while preserving detection rates.

Innovation & Digital Transformation

Drives data-driven, digital-first services like Hana One Q super-app and API partnerships that enable embedded finance with e-commerce and travel platforms.

Respect, Inclusion & Sustainability

Fosters diverse talent and financial inclusion while financing low-carbon transitions; issued green bonds and committed multi-trillion KRW to renewables, social housing, and SME resilience.

Explore how Hana Financial Group vision and mission influence strategic decisions next and learn how these values translate into measurable goals and governance principles — read the company background: Brief History of Hana Financial Group

Values

• Clients First: Elevating user experience, transparency, and suitability. Example: AI-enabled investment suitability at Hana Securities routes clients to model portfolios aligned with risk profiles, reducing complaint ratios and improving retention.
• Integrity: Strong compliance culture and AML rigor. Example: Enhanced transaction monitoring lowered false positives by double digits in 2024 while maintaining robust suspicious activity detection.
• Innovation: Digital-first, data-driven services. Example: Hana One Q super-app integrates payments, FX, personal finance, and wealth; API partnerships enable embedded finance with Korean e-commerce and travel platforms.
• Respect and Inclusion: Fostering diverse talent and financial inclusion. Example: Expanded microloans and SME advisory in regional branches; increased female leadership representation and inclusive hiring targets.
• Social Responsibility and Sustainability: Financing the low-carbon transition and community programs. Example: Green bond issuances and multi-trillion KRW commitments to renewable energy, social housing, and SME resilience.
• Collaboration: Enterprise-wide synergies across banking, securities, asset management, and insurance to deliver holistic solutions. Example: Cross-selling rate improvements in 2024 as bancassurance and wealth solutions were bundled.

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Mission and vision statements guide Hana Financial Group’s strategic choices by directing resource allocation, product prioritization, and risk appetite to meet long-term goals. They shape decisions across digital transformation, sustainability, market expansion, and stakeholder engagement.

Mission, Vision & Core Values — Snapshot

Clear statements align operations with inclusive growth, digital transformation, and sustainability.

• Mission: Deliver accessible, customer-centered financial services — 'Finance for All'.
• Vision: Be a leading regional financial platform enabling shared prosperity and innovation.
• Core values: Customer focus, integrity, collaboration, innovation, and social responsibility.
• Strategic focus: Digital platforms, sustainable finance, ASEAN expansion, and partnerships.

Digital-first Strategy

One Q super-app embodies the Hana Financial Group vision for digital transformation and inclusive finance; double-digit MAU growth and rising digital sales penetration in 2023–2024 show impact.

Sustainable Finance Commitments

KRW 50T+ cumulative sustainable finance supports the sustainability goals and the 'Growing Together' purpose through green loans and ESG-labeled securities underwriting.

Market Expansion & Inclusion

ASEAN corridors (Vietnam, Indonesia) and expanded FX/remittance services target migrant workers and SMEs, reflecting Hana Financial Group mission to broaden access.

Partnerships & Open Finance

Open banking APIs and fintech collaborations enable embedded finance, aligning corporate purpose and governance principles with scalable distribution.

Performance & Risk Metrics

Key metrics include CET1 near 12%, improving cost-to-income ratio owing to digital mix, rising fee income from wealth and IB, and improved NPS.

Leadership & Culture

Management emphasizes inclusive growth and happiness-sharing as guiding principles for long-term planning, capital allocation, and risk appetite.

How mission and vision steer strategy: product releases (One Q FX and robo-advisory), sustainable finance scale, ASEAN expansion, and API partnerships—see Competitors Landscape of Hana Financial Group for context; read next chapter on Core Improvements to Company's Mission and Vision.

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Four focused improvements can tighten Hana Financial Group mission and vision, aligning them with measurable sustainability, digital transformation, and clear market priorities. These changes will enhance accountability, competitive positioning, and stakeholder trust through explicit targets and governance commitments.

Embed measurable sustainability targets

Include explicit KPIs such as KRW 80T cumulative sustainable finance by 2027 and a financed-emissions intensity reduction pathway to 2030 to link Hana Financial Group mission to verifiable climate outcomes.

Articulate priority markets and customer segments

Specify focus areas like ASEAN SMEs, cross-border affluent clients, and supply-chain finance to convert Hana Financial Group vision into clear go-to-market strategy and measurable inclusion goals.

Make digital trust and AI commitments explicit

Reference AI ethics, data governance, and cybersecurity resilience—tying Hana Financial Group core values to generative-AI standards and real-time payments readiness expected by 2024–2025 peers.

Strengthen governance and reporting cadence

Commit to annual KPI-linked disclosures, board-level oversight of ESG pathways, and stakeholder scorecards to align Hana Financial corporate purpose with Hana Financial governance principles and investor expectations.

Improvements

• Sharpen measurability: Add numeric targets such as KRW 80T sustainable finance by 2027, 20M digital MAUs, and explicit financed-emissions intensity cuts by 2030 to strengthen accountability.
• Global articulation: Name priority markets and segments (ASEAN SMEs, cross-border affluent, supply-chain finance) so Hana Financial Group vision and strategy translate into clear go-to-market priorities.
• Tech-forward clarity: Reference AI, data ethics, and cybersecurity resilience explicitly to reflect 2024–2025 realities and competitive benchmarks among peers using generative AI and real-time payments.

These refinements align with best practices where top institutions embed KPIs, climate pathways, and digital trust commitments in mission/vision narratives; see Owners & Shareholders of Hana Financial Group for related context.

Implementation of Mission and Vision in Corporate Strategy requires clear translation of purpose into measurable initiatives and governance processes that steer operations, risk and stakeholder engagement. Effective alignment uses targets, incentives and reporting to turn Hana Financial Group mission and Hana Financial Group vision into day-to-day decisions.

Mission, Vision & Core Values: Snapshot

Concise framing of purpose, long-term aspiration and guiding principles that shape strategy, culture and stakeholder commitments.

• Hana Financial Group mission: deliver inclusive financial services that enable customers and communities to prosper.
• Hana Financial Group vision: be a leading Asia-Pacific financial champion through digital transformation and sustainable growth.
• Hana Financial Group core values: customer-centricity, integrity, innovation, collaboration and sustainability.
• These guide product design, risk appetite, talent programs and capital allocation across the group.

Strategic Goals to 2025

Targets include double-digit digital revenue growth and an ESG-linked funding increase supporting net-zero-aligned assets; sustainability goals tie to reduced carbon intensity in corporate lending portfolios.

Governance Principles

Hana Financial governance principles emphasize integrated reporting, board oversight of ESG and regular risk reviews aligning with Hana Financial corporate purpose and governance frameworks.

Customer & Community Focus

Programs prioritize financial inclusion, SME support and expatriate services—linking mission to measurable customer outcomes and community impact metrics.

Employee Culture

Values-based training, ethics certification and performance incentives embed Hana Financial Group core values into promotion and compensation decisions.

Implementation

• Business initiatives: One Q super-app evolution; SME supply-chain finance and trade platforms; sustainable bond underwriting; FX and remittance upgrades for expatriates and SMEs; green and social loan frameworks across the group.
• Leadership reinforcement: Group-wide townhalls, integrated reporting, and incentive systems that tie ESG, customer experience, and digital adoption KPIs to executive compensation.
• Communication: Annual sustainability and integrated reports disclose progress on inclusion, climate, and digital engagement; customer education programs and community initiatives extend mission into society.
• Formal systems: Enterprise Risk Management integrates conduct, cybersecurity, and climate risk; product approval committees include suitability and sustainability checks; values-based training for all employees with compliance and ethics certification.

Alignment examples: Bundled wealth-protection products across subsidiaries; green mortgages and EV financing; affordable micro-insurance; SME advisory hubs linking banking and securities research.

For a complementary breakdown of revenue and business model alignment, see Revenue Streams & Business Model of Hana Financial Group