Customer Engagement award entry

The Financial Wellbeing Team was set up in 2016 to deliver financial education to customers, colleagues and communities. The team work globally, leveraging HSBC’s unique international network to deliver individualized sessions as groups and also 1:1. 660 sessions were completed in the UK in 2017, touching over 15,000 people – including 1,800 employees across the HSBC Group. This advice is free and accessible to customer and non-customer alike, being offered across large corporates to local branches. The financial education is delivered through a series of seminars, based around key life stages on topics such a ‘Making the Most of Your Money’, ‘Starting Your Career’ and ‘Managing and Growing Your Wealth’. To support the seminar delivery, the team will also offer individuals the opportunity to undertake an individual Financial Health Check with the appropriate HSBC professional in order that they may explore their own financial needs in more detail and seek the appropriate support and guidance.

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  • Helping HSBC win new clients:

WaterAid attended a Financial Wellbeing session on International Women’s Day. They then asked us to come and deliver a session at their London office as “wellbeing was high on their agenda”.

WaterAid feedback: “It was lovely meeting you and once again a huge thank you on behalf of WaterAid to the whole HSBC team for making the event happen. Our employees found it really helpful and insightful. The meeting was helpful and we covered everything I wanted to talk about. Thank you for organising it.”

WaterAid subsequently began a commercial relationship with HSBC largely as a result of this service offered to their employees.

  • Enhancing the Colleague experience:

Frontline colleague impact statement: “I am much less anxious and feel more in control of my finances. It’s great knowing that there are people I can reach out to for support in this area, especially when financial problems can become so all consuming.  There are too few avenues of support in this area for people.”


HSBC’s Global Wellbeing Survey found a 5% reduction in colleagues finding it hard to manage financially.


  • Enhanced Customer engagement:

From the Royal Marines: “Thank you for your continued support of the Royal Marines Business Liaison Group and, particularly, for HSBC’s continued financial management support for Royal Marines personnel.”

From Stoats (the food company): “After the financial well-being session I was approached by several attendees who wanted to thank Gavin and HSBC for the opportunity to attend, every attendee had a different expectations but all took away something from the session. One is now is the process of moving forward on a mortgage, whilst the importance of saving and pension planning has helped others.  Overall an extremely worthwhile experience that added real value to our business and delighted our employees.”

From Harrods: “Thanks to @HSBC_UK who gave our people seminars to help understand financial well-being and the best ways to manage their finances #BeHarrods

  • Community engagement:

Looking at how financial education could have a broader impact on the community, the team have also been delivering the seminars through the branch network. Focusing initially on areas of the country with a high proportion of debt, customers and non-customers have been invited in to local branches to attend a seminar session.


Feedback from Ilford Branch community seminar: “The presentation was very helpful. Staff were very welcoming. As I’m only 18 I would like to know more about the options for me as well as what would benefit me the most.”

The team has undertaken a lot of work with schools and colleges around the country, where the ‘Starting Your Career’ seminar has resonated really well with a students, alongside the delivery of the broader programme to the teaching staff.

Financial education work has also been completed with a number of charities, including St Mungo’s and Hestia, where the team have worked to explore how they can help support wider issues around financial inclusion and vulnerability.

With high street branches closing through reduced footfall, and many “financial tools” going online. HSBC brings back the human touch to the very serious matter of financial education. We are actively seeking face to face contact with customers at their most critical time of need.

  • A Wellbeing initiative not just for communities, but for customers and colleagues alike. No High Street bank can compare in how comprehensive the programme is.
  • Enhanced collaboration across business areas and expertise.
  • Leveraging HSBC’s global network to deliver specialized and relevant material.
  • Not just for a business purpose, we are raising the profile and exposure of external charities whose expertise we respect and ask for. Charities like StepChange.
  • We collaborate with external stakeholders to identify maximum impact areas. HSBC collaborated with the Money Advice Service to identify Ilford as an area in need of Financial Wellbeing seminars.

HSBC has made the link that people being at their best deliver exceptional service to customers. We are building the “healthiest human system” globally by recognizing and addressing the holistic needs of our people. We are actively doing this for our customers, and their employees.

Through our work with schools, charities and the wider community, we also look to raise the awareness of financial education more broadly, to help address route cause issues in aide in the prevention of financial exclusion and vulnerability moving forward.

The initiative has inspired closer collaboration within HSBC, bringing together the commercial and retail teams in a united approach of doing the right thing for customers. It has also inspired a lot of HSBC employees to want to get involved, both in terms of delivering the educational sessions and identifying new opportunities to reach out through friends, colleagues and stakeholders in their own communities.

The team have learned so much on their journey, the key being to listen and to never assume. When posed the question of what would be done differently with hindsight, the answer is overwhelmingly to have had more confidence at the outset in just how important value adding the service is and the fundamental difference that it can make to the lives of the people engaged.

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