"NongHyup Financial Group to Benchmark Competitor Mobile Apps: 'Let’s Learn from the Best'"

Usability Evaluation Planned for All Affiliate Apps Including NH All One Bank
Benchmarking Through UI/UX Comparison With Competitor Apps

NongHyup Financial Group is set to establish a group-wide mobile service strategy. In particular, the company is preparing to assess the market competitiveness of its affiliate applications and to benchmark competitor apps.

According to the financial industry on November 11, NongHyup Financial Group is currently in the process of selecting a service provider for the "NongHyup Financial Mobile App Competitiveness Assessment." The usability of the group's super-platform will be evaluated, focusing on NH All One Bank, the group's flagship app, and will be directly compared with competitor apps. Specifically, customer satisfaction surveys will be conducted on services and features related to the super-platform, such as affiliate integration, MyData (personal credit information management), lifestyle benefits, and non-financial partnerships. NongHyup Financial Group's mobile apps will also be compared with those of competitors in each business sector. Currently, the group operates a total of seven major mobile apps (NH All One Bank, NH Pay, NH NongHyup Life Insurance, NH NongHyup Property & Casualty Insurance, Namu, NH NongHyup Capital, and NH FIC Bank). The goal is to diagnose the market competitiveness of these apps through external benchmarking.

Beyond simple surveys, the group will also conduct in-depth research on the overall user service experience. For example, one-on-one tests between moderators (who guide the testing process) and users will be conducted for each affiliate app's core services, or feedback will be gathered through group or individual in-depth interviews based on specific user experiences.

On October 1st, at the headquarters in Jung-gu, Seoul, Lee Chanwoo, Chairman of NongHyup Financial Group (first from the left), presided over the 2nd NongHyup Financial Digital Transformation Promotion Supreme Council meeting for 2025. NongHyup Financial Group

NongHyup Financial Group plans to benchmark the strengths of competitor apps and use the findings to improve its own apps. The company intends to objectively verify customer complaints and address their root causes by directly comparing its apps with those of competitors. Key evaluation criteria are expected to include user interface (UI) and user experience (UX) factors such as loading times, the number of steps required for screen transitions, the number of clicks needed to access features, and font size. Based on this assessment, the company will analyze the results and compile a comprehensive report, which will propose specific improvement tasks for enhancing mobile app services. The report will also include market trends, such as developments in IT-based platform financial services.

This move to establish a mobile service strategy is closely aligned with the digital transformation, which is considered the most critical task within the group. The "NongHyup Financial Digital Transformation Promotion Supreme Council," attended by the chief digital officers of all affiliates, serves as a forum for discussing group-wide digital strategies and has convened twice this year. Chairman Lee Chanwoo attended both meetings. The only keyword that Chairman Lee emphasized at both meetings was "super-platform." At the first meeting in April, he urged, "Let us focus our capabilities on building a financial platform that will become the center of future financial life." At the second meeting last month, Chairman Lee further stressed, "Artificial intelligence (AI), virtual assets, super-platforms, and information security are all essential keywords that NongHyup Financial Group cannot afford to overlook in order to be chosen by customers in the rapidly approaching new financial environment."