Which bank brands are most favored by Singapore’s wealthiest?

Top brands are those with wealth management expertise and international reach.

HSBC emerged as the top brand of choice of Singapore’s ultra-high net worth (UHNW) and high net worth (HNW) individuals, according to a report by Agility Research & Strategy.

The global bank obtained a brand affinity score of 90 out of 100 in the WealthLens Singapore 2025. The bank reportedly leads for its “global strength, wealth management expertise, and financial stability,” the report said.

Bank of Singapore followed with a score of 84. The bank was recognized for its private banking focus and regional influence.

Citibank wrapped up the top three with a score of 83, and was noted for its international reach and comprehensive suite of services for affluent clients.

The rankings measured brand performance across 11 metrics, group into four pillars: Brand Salience (visibility, familiarity, presence), Brand Delivery (proof of affinity through purchase and usage), Brand Strength (customer centricity, service, innovation, value, and product range), and Brand Stature (relevance, sustainability, and influence through recommendation).

Amongst insurers, meanwhile, HSBC Life, AIA, and Prudential were the top 3.