UOB reaps 7 awards at Asian Banking & Finance Retail Banking Awards 2025

It was recognised for its initiatives that support holistic well-being, transform branch experience, advance digital transformation, and elevate customer experience.

United Overseas Bank (UOB) Singapore has earned seven accolades at the Asian Banking & Finance Retail Banking Awards 2025.

It was recognised in the Health and Wellness Initiative of the Year - Singapore, Branch Innovation of the Year - Singapore, Digital Transformation of the Year - Singapore, Customer Experience Initiative of the Year - Singapore, Domestic Retail Bank of the Year - Singapore, Fraud Initiative of the Year - Singapore, and Credit Card Initiative of the Year - Singapore categories.

The bank of choice

UOB continues to strengthen its position as the bank of choice for Singaporean and ASEAN consumers by staying at the forefront of customer-centric innovation, digital transformation, and regional connectivity. In 2024, UOB Singapore drove non-interest income and strong customer engagement across physical and digital channels. With one in two cardholders in Singapore holding a UOB card, UOB’s leadership in the cards space is well-established.

UOB’s success is also powered by its dynamic partnership ecosystem, which delivers exclusive lifestyle, dining, travel, and entertainment experiences, particularly to younger customers. Through headline partnerships with global music icons like Taylor Swift and Ed Sheeran, UOB has become synonymous with premier entertainment in the region, particularly Singapore, driving a surge in new-to-bank customers under 35. This entertainment-led strategy has created a ripple effect across all lifestyle pillars, with year-on-year growth in spending across the shop, dine, travel, and entertainment categories.

UOB TMRW, the bank’s AI-powered digital platform, also plays a key role in enhancing customer engagement and lifetime value through intelligent insights and personalised financial nudges.

Together, these efforts underscore UOB’s ambition to be not just a financial partner but a lifestyle enabler for a new generation of customers across the region.

UOB PRVI Miles Card

In October 2024, UOB relaunched the PRVI Miles Card to capture Southeast Asia’s rising affluence and evolving travel-driven lifestyles. The refreshed card is designed for customers seeking a simple way to earn miles on all spending, from pre-travel purchases to overseas expenses, to use those miles toward future trips.

The relaunch includes enhanced rewards of 3 miles per SG$1 spent in key ASEAN markets (Malaysia, Indonesia, Thailand, and Vietnam), along with new bonus categories and expanded travel benefits like airport lounge access.

Launching eForms, digitising banking

UOB has rolled out eForms, a faster and more secure alternative to traditional paper-based processes for change of address, personal internet banking updates, and fixed deposit instructions. A total of 21 forms had been digitised as of February 2025.

By integrating eForms into staff tablets, UOB staff can assist customers in real time. The new process cuts down wait times, as it includes filling in digital forms, capturing signatures, and submitting them instantly. Customers also have the option to use self-service tablets, which they can use with guidance from staff if needed.

This shift brought an 80% reduction in scanning volume in branches, with comprehensive staff training ensuring employees were ready to support customers through the transition.

Furthermore, each tablet is managed by assigned staff with clear protocols to prevent and respond to data leakage, with an approach in line with UOB’s strict data protection policies.

C360 Platform

C360 is a key initiative in UOB’s digital transformation strategy, consisting of three core modules: Single Customer View (SCV), Leads Management, and Service Request. 

The SCV module consolidates customer data from various internal systems into a single platform. This gives Relationship Managers (RMs) a complete view of each customer’s demographic information, account holdings, compliance alerts, and wealth planning tools. 

The Leads Management module was then launched to help frontline teams capture, assign, and track sales leads more efficiently. It features a built-in dashboard that allows managers to monitor progress and ensure timely follow-ups, improving lead conversion and customer engagement. The Service Request module, on the other hand, is set to be launched by the end of 2025 to provide a centralised system to track and manage customer service requests. This will enable staff to handle queries and follow-ups more quickly.

By offering a unified view across channels, C360 enables staff to respond more quickly and accurately, all whilst ensuring a consistent experience for customers visiting a branch, making an inquiry, or exploring new banking products.

Emotive excellence, redefined service journeys

UOB’s initiative – Transforming from Transactional to Emotive Excellence, reimagines banking by going beyond just transactional to create meaningful, emotionally resonant customer journeys. UOB’s Group Channels and Digitalisation (GCD) developed a comprehensive approach to transform service interactions into emotive experiences.

This customer experience framework is anchored on four key pillars: consistency across all touchpoints, trust-building for long-term relationships, memorable and personalised moments, and human touch during high-stakes interactions. Enhancements include a dedicated scam hotline, digital queue tickets to reduce wait times, and an improved website experience for intuitive navigation.

UOB branches have also been refreshed to better reflect evolving customer behaviours and needs. Through UOB’s LEAP+ framework, frontliners are trained to demonstrate empathy and proactively address customer pain points. Complementing this, UOB launched two key playbooks, the Service Excellence Playbook and the Queue Management Playbook. These guides support a consistent and high-quality service across all branches.

UOB’s customer-first approach extends into the community through fraud and scam prevention initiatives, including educational roadshows, partnerships with government agencies, and the launch of UOB MoneyLock, empowering customers with greater control over their online security.

Notably, in 2024, UOB GCD helped prevent 263 scam cases, safeguarding SG$7.4m, whilst maintaining a high employee engagement score of 90%.

Wellness@UOB

As more people prioritise wellness as part of their everyday lives, Wellness@UOB helps customers, communities, and colleagues take a holistic approach to their overall well-being.

UOB collaborates with trusted wellness partners to bring a variety of services to customers. These include expert-led programmes in areas such as fitness, nutrition, stress management, Traditional Chinese Medicine, and emotional health, alongside practical financial literacy education. To better understand what wellness means to its customers, UOB also conducted wellness surveys on online and offline platforms.

Through an omni-channel approach, Wellness@UOB delivers wellness content and activities through digital and physical channels, such as websites, social media, events, and roadshows, engaging customers based on their wellness interests and lifestyles.

UOB Anti-Scam Programme

As scam cases grow rampant across Singapore, UOB introduced the UOB Anti-Scam Programme. The programme comprises several sub-initiatives to combat the rise of fraudulent activities and safeguard customers’ financial well-being: employee up-skilling, customer education, and community outreach.

The bank ensures frontline employees are equipped to identify potential scam victims via its SPOT framework, which offers a systematic and guided approach to detect, address, and intercept scam-related activities. Monthly meetings and senior brand manager trainings are also amongst the initiatives to ensure employees are informed of the latest scam typologies.

In addition, customers are educated through regular in-branch scam awareness sessions in collaboration with the Singapore Police Force.

Asian Banking & Finance Retail Banking Awards recognises the outstanding entities in the retail banking landscape and serves as a platform to highlight their innovative solutions, retail products, digital banking breakthroughs, and exceptional customer experiences.

The ABF Retail Banking Awards is presented by Asian Banking & Finance Magazine. To view the full list of winners, click here. If you want to join the 2026 awards programme and be recognised for your company's cutting-edge products, services, and solutions that made a positive impact on your customers, please contact Julie Anne Nuñez-Difuntorum at [email protected].