As 2018 marks DBS’ golden anniversary, the organization has shared their vision of making banking evolve with time. With the ethos enabling women to achieve a work-life balance through managing their finances with ease.

Its old campaign, “Living, Breathing Asia” created an avalanche of opportunities to disrupt the marketplaces in the past decade or so. Earning titles such as “World’s Best Digital Bank”, “Asia’s Best Bank” and “Most Valuable Bank” by renowned publications such as The Banker, Euromoney, IFR Asia and Global Finance.

DBS has repositioned its brand, debuting: “Live more, Bank less” last Tuesday, 15 May.

DBS CEO Piyush Gupta unveiling the bank’s bold new promise, “Live more, Bank less”.

Last Tuesday, DBS Chief Executive, Piyush Gupta announced plans for “the new kind of banking”. Instead of constantly worrying about managing finances, the campaign “will give customers more time to spend on people or things they care about”.

As a leading global bank in Asia, DBS was able to triple its market capitalization, currently valued at S$75 billion. Mr. Gupta states: “Having made re-imagining banking a priority in the last few years, we believe we are well placed to personify and embody banking of the future.”

Live hassle-free with invisible banking

In this digital day and age, simple, seamless and invisible transactions have become the epitome of delivering great service. From buying paying off bills, investing in stocks and even applying for loans; online access has connected the world in ways that were not even imaginable 50 years ago.

DBS has made sure to provide access to these marketplaces through their own website in the past nine months.

Seize life’s opportunities

Treasury Prism, the world’s first online treasury and cash management simulation tool, helps “chief financial officers and corporate treasurers manage and project their cash positions”.

Additionally, DBS BusinessClass and DBS iWealth provide access to the latest market trends and performance analysis. Ensuring that there is a diverse community for every business owner to be a part of.

Live larger than themselves

Stressing the importance of living life to the fullest, DBS enables social entrepreneurs to solve issues of the real world. Through grants, banking services, mentorship and fund-pitching, DBS provides platforms for innovative and sustainable solutions for generations to come.

“While we remain rooted to Asia, Asia is rapidly changing, like the rest of the world. With the ubiquity of the smartphone, the explosion of data and the rising of the sharing economy,” said Mr. Gupta.

Established in Singapore in 1968, DBS continues to revolutionize the banking landscape and innovate the experience of each and every individual. The $30 million branding campaign will span across 6 ASEAN markets starting with Singapore.

About DBS
DBS is a leading financial services group in Asia, with over 280 branches across 18 markets. Headquartered and listed in Singapore, DBS has a growing presence in the three key Asian axes of growth: Greater China, Southeast Asia, and South Asia. The bank’s “AA-” and “Aa1” credit ratings are among the highest in the world.

DBS is at the forefront of leveraging digital technology to shape the future of banking and has been named “World’s Best Digital Bank” by Euromoney. The bank has also been recognized for its leadership in the region, having been named “Asia’s Best Bank” by several publications including The Banker, Global Finance, IFR Asia and Euromoney since 2012. In addition, the bank has been named “Safest Bank in Asia” by Global Finance for eight consecutive years from 2009 to 2016.

DBS provides a full range of services in consumer, SME and corporate banking. As a bank born and bred in Asia, DBS understands the intricacies of doing business in the region’s most dynamic markets. DBS is committed to building lasting relationships with customers, and positively impacting communities through supporting social enterprises, as it banks the Asian way. It has also established an SGD 50 million foundation to strengthen its corporate social responsibility efforts in Singapore and across Asia.

With its extensive network of operations in Asia and emphasis on engaging and empowering its staff, DBS presents exciting career opportunities. The bank acknowledges the passion, commitment, and can-do spirit in all of our 26,000 staff, representing over 40 nationalities. For more information, please

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Editorial Executive @ The New Savvy
She recently graduated from Ngee Ann Polytechnic (NP) with a Diploma in Mass Communication. She graduated as a writer for npTribune, section editor for HYPE magazine and also the captain of the Touch Football women’s team.She has gained transferable skills from various industries through her extensive exposure in renowned companies such as Shell, Marina Bay Sands, and Red Bull.Through her passion for literature, Anika participated in Singapore Writers’ Festival 2017 and regularly attends spoken word events. During her free time, Anika likes to do Crossfit, watch Netflix and document everything her Pomeranian puppy Leio does. In the near future, She is looking to further her education and acquire a Bachelor’s degree in International Relations, and hopefully, one day, become a lawyer.


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