CEO Kim Deoksun, Appointed This Year,
Aims to Transform Hana Fund Service
into South Korea's Leading Fund Administration Company
Hana Fund Service has announced its ambition to establish itself as South Korea's leading fund administration company, aiming to achieve KRW 1,000 trillion in assets under administration (AUA) and become number one in profitability. As of May 29, Hana Fund Service's AUA stands at KRW 740.1594 trillion, securing the top market share.
Since 2020, Hana Fund Service has rapidly expanded its business, focusing on asset management companies and pension funds as clients, and achieved the top position in the industry in 2024. Furthermore, with the appointment of CEO Kim Deoksun in January this year, the company became the first in the industry to surpass KRW 700 trillion in AUA in 2025, continuing its growth trajectory.
CEO Kim has proposed a 'marketing paradigm shift' and is leading change and innovation across all areas of the company, including organizational culture, marketing, and IT systems.
Hana Fund Service is paying close attention to the changing marketing paradigm in the fund administration industry and is leading the transition from 'management-oriented marketing' to 'field-oriented marketing.'
CEO Kim has asked company leaders, including himself, to take the lead, believing that "if we frequently meet with clients and reflect their needs in our systems and services, we can grow into South Korea's leading fund administration company."
In addition, one of Hana Fund Service's key initiatives this year is to actively compete in the ETF fund administration market. Given the rapid growth of ETFs in the financial market, the company is focusing on strengthening its ETF fund administration service business.
In fact, in April, Hana Fund Service successfully completed the onboarding of ETFs managed by its affiliate, Hana Asset Management, bringing the company's ETF assets under administration close to KRW 2 trillion.
CEO Kim stated, "In ETF fund administration, we are focusing on reflecting the needs of many clients and actively visiting client companies to explain the strengths of the Hana Fund Service system," adding, "This year, we aim to increase ETF AUA to KRW 7 trillion, laying the foundation for our entry into the ETF fund administration market."
Celebrating its 22nd anniversary this year, Hana Fund Service is also accelerating efforts to strengthen its digital competitiveness, such as upgrading existing chatbots and other systems to be AI-based. The goal is to build an 'AI-generated digital asset management platform' by integrating generative AI by 2027, and then expand the business by applying this platform to core fund administration operations and supporting digital transformation (DX) tailored to client needs by 2030.
Since taking office, CEO Kim has placed the highest importance on 'organizational culture,' and as his first initiative, produced a corporate culture video to instill pride among Hana Fund Service employees.
Emphasizing the importance of communication, CEO Kim listens to employees' candid opinions and ideas through activities such as 'healing tours'?where small groups visit palaces, museums, and other venues together to communicate naturally?'brown bag meetings' that facilitate open discussions over meals, and 'CEO Talk.' These ideas are carefully reviewed and reflected in institutional improvements.
Additionally, the company is expanding its participation in ESG activities not only near its offices but also throughout the local community. On May 14, Hana Fund Service conducted a Green Gym social contribution activity in Jeonju with Jeonbuk Special Self-Governing Province for regional cooperation and environmental protection. In June, the company plans to participate in the 'Ongoeul Eco Friends' initiative, conducting biodiversity surveys around Ajung Lake in Jeonju and raising awareness of the importance of conservation as part of its ongoing ESG management activities.
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