Hana Bank has achieved a market share of over 40% in the National Love Card program, which it entered this year. The issuance of the card has rapidly increased the number of customers using salary transfers for active-duty soldiers, accelerating the bank's efforts to expand its customer base among military personnel.
As of the end of August, Hana Bank reported a cumulative market share of approximately 42% in the third phase of the National Love Card program.
Selected as the issuer for the third phase, Hana Bank began issuing cards and handling military service examination-related tasks this year. Despite being a new player in the market without prior experience, the bank has established its IT and operational systems from the outset, contributing to its market share growth.
In addition to card issuance, the volume of salary transfers for active-duty soldiers has also increased significantly. According to Hana Bank, the amount of military salary transfers has surged 14-fold compared to the end of last year.
In the banking sector, the National Love Card is seen as a key opportunity to secure young customers not only during their military service but also afterward. Accounts and cards opened during the military service examination process can be linked to salary transfers or financial transactions after discharge.
Hana Bank is also targeting younger customers with card designs and benefits tailored for military personnel. The design card featuring Ahn Yoo-jin from the idol group IVE has surpassed 158,000 issuances as of the end of August.
The bank is concurrently conducting financial education and welfare programs for military personnel. It operates a dedicated financial education team, 'Money Special Forces,' which visits military units to provide financial education and conducts financial planning workshops for junior officers.
Additionally, Hana Bank has supported the remodeling of physical training facilities for the 2nd Marine Division, donated approximately 5,000 books to the Army's 7th Corps, and renovated the 'Hana Hall' for the Marine Corps on Yeonpyeong Island. The bank also provides support for prosthetic limbs and medical assistive devices for soldiers who have died in the line of duty or have been injured.
* This article has been translated by AI.
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