Hana Financial Launches 'Hana The Next'... Targeting Seniors with Specialized Brand

▲Lee Seung-yeol, CEO of Hana Bank (fourth from the left in the photo), broadcaster Kang Ho-dong (fifth from the left in the photo), who was selected as the advertising model for 'Hana Deo Next,' and Hana Bank employees are celebrating the opening of the first 'Hana Deo Next' lounge on the 21st with a ribbon-cutting ceremony and taking a commemorative photo.
[Photo by Hana Financial Group]

Hana Financial Group is launching a senior-specialized brand to target senior customers. The group plans to cater to the senior generation in various ways, including providing services tailored for seniors, investment products suited to their lifestyles, forming a cross-company council involving banking, insurance, and securities, and establishing a 100-Year Happiness Research Center.

On the 21st, Hana Financial Group announced the launch of its senior-specialized brand, 'HANA THE NEXT.' The 'NEXT' in 'HANA THE NEXT' embodies the values of New, Energetic, eXtraordinary, and Timeless, expressing respect for the special time seniors have lived and supporting a vibrant life ahead.

Based on collaboration among group affiliates such as banking, securities, and life insurance, Hana Financial Group plans to provide life care services across both financial and non-financial areas, including retirement planning, inheritance and gifting, and health management.

In line with the launch of the senior-specialized brand, Hana Financial Group also opened the first 'HANA THE NEXT' lounge, a professional service channel for seniors. The first lounge is located at the Hana Bank Euljiro Financial Center in Euljiro, Jung-gu, Seoul. The lounge has placed experts selected through an internal Hana Bank recruitment process as consultants specializing in investment products and pension portfolio design. At the 'HANA THE NEXT' lounge, seniors can receive solutions for successful retirement preparation proposed by senior experts, including ▲analysis of retirement funds and future asset portfolio design ▲smart asset transfer preparation using testamentary trusts ▲health management and non-financial senior-specialized content.

Starting with the Euljiro 1st lounge, Hana Financial Group plans to expand the 'HANA THE NEXT' lounges to major hubs such as Seolleung, Mapo, and Yeongdeungpo.

Along with the launch of 'HANA THE NEXT,' Hana Bank plans to release the 'TDF Trust,' a lifecycle-tailored investment product. The 'TDF Trust,' which includes a partial withdrawal function, can supplement cash flow like a pension during the income cliff period after retirement. Other key products under 'HANA THE NEXT' include ▲monthly payout ETF products by Hana Asset Management to secure future cash flow ▲dementia care insurance by Hana General Insurance designed to contribute to dementia prevention and early detection.

Asset management for the senior generation is handled by Hana Financial Group's 'Hana Family Office One Solution' organization. Composed of about 60 experts from Hana Bank’s WM Consulting Center and Living Trust Center, as well as research and IB professionals from Hana Securities, the 'Hana Family Office One Solution' supports family-level management focusing on areas requiring close consultation such as asset management, overseas investment, tax saving, and business succession.

In particular, Hana Bank’s Living Trust Center, which launched the first testamentary trust proprietary brand in the financial sector in 2010, will play a key role in 'HANA THE NEXT' based on 14 years of experience in inheritance planning and execution.

To maximize synergy across the entire company, in September, Hana Financial Group formed the 'HANA THE NEXT' council chaired by Lee Seung-yeol, CEO of Hana Bank, including presidents and key executives from Hana Securities, Hana Life Insurance, Hana General Insurance, Hana Asset Management, and Hana Ventures. A senior-specialized task force team (TFT) was established under the council.

Additionally, the Hana Institute of Finance has established the '100-Year Happiness Research Center' to provide diverse content on real estate, pensions, taxes, and nursing care. Furthermore, to offer integrated senior health management solutions, the group is advancing projects for day care centers, premium nursing facilities, and silver housing. Led by Hana Life Insurance, the plan is to start the day care center business in the second half of 2025 and build premium nursing facilities near Seoul by the second half of 2026.

Ham Young-joo, Chairman of Hana Financial Group, stated, "'HANA THE NEXT' has launched with the slogan 'Hana Financial’s unique solution for the precious second act of seniors' lives.' We hope seniors enjoy new experiences in life care, from financial future planning to health management and other non-financial areas, and Hana Financial Group will stand as a partner who thoughtfully considers the future of the senior generation."