Hana Bank Completely Revamps Mobile Web...Develops Its Own Generative AI

Hana Financial Group Digital Innovation

Hana Financial Group continues to undertake various initiatives to enhance customer service through digital innovation. By merging finance and technology, it is leading 'digital innovation' centered on the field and the 'customer.'

Hana Bank, a core subsidiary of Hana Financial Group, is leading the transformation of the digital financial environment. First, the bank has completely revamped its mobile web. This overhaul features a home screen and functions on the mobile web that are configured identically to the Hana 1Q mobile banking app, in order to improve accessibility between web and app. The goal is to further boost readability. Exclusive contents and products—such as Playground, Football PLAY, and Sweet Hana—which are unique to Hana 1Q, have been introduced on the web’s home screen to strengthen synergy between web and app.

Hana Bank has significantly improved employee productivity and efficiency by fully applying an in-house developed generative artificial intelligence (AI) to its employee support platform, Knowledge Chatbot. It adopts a conversational AI search feature format used by global big techs, enhancing user satisfaction and delivering an evolved employee experience.

The newly renewed Knowledge Chatbot allows users to select between 'AI mode' and 'Search mode.' The generative AI provides specific answers by compiling and analyzing regulatory documents, FAQs, posts, electronic approval documents, and other work-related information. Existing conveniences, such as guidance on required documents, financial calculators and real-time exchange rates, and a translator, remain intact.

In response to the digitalization of finance, Hana Bank has also launched 'Project FIRST', a next-generation computing system build-out project to strengthen customer experience and focus on non-face-to-face services. This is the second-phase initiative that follows the previous first-phase ICT system project 'Project O.N.E (Our New Experience)', which emphasized generational IT infrastructure renewal from February 2023 to February 2024.

This new project, including the redevelopment of Hana 1Q, will be conducted through 2026 to secure digital competitiveness in key operations. To this end, Hana Bank is carrying out its business focusing on three directions: strengthening customer experience, innovating digital platforms, and enhancing foundational infrastructure.

The experiential financial platform “iBooja” for Generation Alpha is also drawing attention. By allowing children to save and use their own pocket money, this domestically first 'Finance Parent Tech' service helps them develop sound financial habits through early financial experiences. Through the iBooja app, users can utilize QR/barcode payments, online direct payments, and more. The app also provides features such as viewing their school’s lunch and class schedules. Additional participatory activities, such as taking quizzes, walking challenges, and habit challenges, have been added so users can easily enjoy various benefits from the iBooja app. Hana Bank has also introduced the 'Live Hana' service, delivering real-time communication with customers and new financial products and services. They were the first in the banking sector to sell financial products through live broadcasts. As of June, the total audience reached 4,960,000, and there have been about 285,000 cumulative product sales.

Reporter Hyun-joo Jang blacksea@hankyung.com