Asia Pacific (APAC) stands at the forefront of financial services innovation, shaped by a dynamic blend of digital-first consumers, diverse economies, and rapidly evolving customer expectations. From the bustling cities of Southeast Asia to the mature markets of Australasia, financial institutions are reimagining their role—not just as providers of products, but as partners in their customers’ financial journeys. At the heart of this transformation is lifecycle-led design: a holistic approach that aligns every touchpoint, product, and service to the evolving needs and well-being of customers throughout their lives.
APAC’s financial services sector is defined by its diversity. In Southeast Asia, a significant portion of the population remains unbanked or underbanked, creating a pressing need for accessible, digital-first offerings that drive financial inclusion. Meanwhile, in markets like Australia and New Zealand, consumers expect seamless, personalized, and omnichannel experiences that support their financial well-being at every stage of life.
This landscape is further complicated by the rise of digital challenger banks and fintech disruptors, who are setting new standards for customer experience and forcing incumbents to modernize legacy systems. The result is a region where innovation is not just encouraged—it’s essential for survival and growth.
Traditional banking models have long focused on discrete, transactional touchpoints—account openings, loan applications, investment consultations. However, today’s customers expect more. They seek integrated, intuitive experiences that reflect the complexity of their financial lives, from starting a business or buying a home to planning for retirement or navigating financial stress.
Lifecycle-led design places the customer’s journey at the center, recognizing that financial needs are interconnected and evolve over time. This approach enables banks to:
Three out of four people in Southeast Asia lack sufficient access to financial services. This gap presents a significant opportunity for banks to co-create digital offerings that reach underserved populations. Rapid smartphone adoption and the emergence of digital challenger banks are making mobile-first, low-cost solutions the new standard. Features such as digital wallets, micro-savings, and AI-driven budgeting tools are helping to bridge the inclusion gap, while also providing a foundation for long-term financial health.
In Australia and New Zealand, the focus is shifting from basic digital enablement to life-integrated finance. Customers expect banks to support their financial well-being holistically, especially in the face of economic uncertainty and the cost-of-living crisis. Research shows that 96% of Australians expect banks to proactively detect early signs of financial stress, with younger generations demanding even more personalized, data-driven support. Banks are responding by leveraging AI and advanced analytics to deliver tailored interventions, flexible repayment options, and proactive financial coaching—across both digital and physical channels.
Across APAC, legacy technology remains a barrier to innovation. Modernizing core systems—through cloud-native architectures, composable platforms, and integrated data ecosystems—is critical to enabling real-time insights and hyper-personalized experiences. Leading institutions are adopting agile delivery models and cross-disciplinary teams to accelerate transformation, break down silos, and respond nimbly to changing customer needs and regulatory requirements.
Digital-first entrants and fintechs are redefining what “good” looks like in financial services. Their ability to deliver frictionless, personalized, and scalable experiences is raising the bar for incumbents. In response, established banks are launching their own digital challengers, experimenting with new value propositions, and partnering with technology providers to accelerate innovation.
Publicis Sapient partnered with SCB TechX to launch XPlatform, a one-stop cloud and DevOps solution that accelerates the development of digital banking products. SCB also expanded into new verticals with the Robinhood food delivery app, built in just five months. This platform enables rapid feature releases and business growth beyond traditional banking, all while leveraging a resilient, scalable cloud infrastructure.
By delivering an innovative mobile app that unifies account types and empowers customers to manage their finances in one place, Bangkok Bank can now adapt quickly to market changes and launch new products at speed—demonstrating how digital transformation can deliver both speed and satisfaction.
A new cloud-based platform enabled this client to deliver industry-leading customer experiences and unlock growth opportunities across multiple Asian markets. The result: improved agility, reduced costs, and a best-in-class digital experience for customers.
In Australia, Publicis Sapient’s work focuses on elevating customer experience while driving down cost and risk. By leveraging lifecycle-led design and modern service design practices, banks are balancing operational efficiency with next-level customer engagement. Initiatives include proactive, data-driven customer care to identify and support customers experiencing financial stress, and omnichannel strategies that blend digital convenience with the human touch.
The future belongs to those who put the customer at the center of everything they do. For APAC financial institutions, this means:
With decades of digital innovation experience and a proven track record across the region, Publicis Sapient is uniquely positioned to help APAC financial institutions lead the charge. Our blend of strategy, design, technology, and sector expertise ensures that transformation delivers measurable value—now and in the future.
Ready to transform your customer experience and unlock new growth in Asia Pacific? Connect with our regional experts to start your journey today.