Under the leadership of the CEO of retail banking, Amy Yang, CTBC Bank is building a (CTBC) future-ready, cross-border banking franchise designed to serve the evolving needs of next-generation clients. A recognised architect of transformation In 2025, Amy Yang received the Retail Finance Leader of the Year award from TAB Global, a recognition that reflects her pivotal role in reshaping CTBC Bank’s retail banking franchise and setting a new benchmark for the industry across Asia Pacific. With decades of experience steering financial institutions through strategic shifts, technological disruption and evolving customer demands, Yang has emerged as a defining figure in Taiwan’s banking landscape. Reflecting on the award, she emphasised that the accolade belongs as much to the bank as to her leadership. “This award underscores our long-standing commitment to customer-centric innovation and operational excellence,” she said. For Yang, the honour validates a vision that has taken shape over multiple phases of transformation, involving both outward expansion and inward renewal. CTBC’s transformation under Yang is driven by three strategic pillars: regional integration, digital transformation, and long-term value creation. “While Taiwan remains our core market, we are actively expanding our presence in Southeast Asia and Greater China through scalable platforms and cross-border synergies,” she explained. The bank’s “One Bank” strategy, which aims to connect retail, private and institutional banking under a unified customer experience, exemplifies this ambition to operate as a cohesive, regionally integrated enterprise. CTBC’s transformation is driven by three pillars: regional integration, digital transformation, and long-term value creation Wealth management for a digital and sustainable age A central feature of CTBC’s growth strategy under Yang is the modernisation of its wealth and private banking businesses. In a region where client expectations are evolving rapidly, Yang believes that wealth services must be both high-tech and high-touch. “Client expectations are evolving toward greater personalisation, transparency, and digital enablement,” she observed, noting that clients today expect real-time insights, proactive engagement and solutions aligned with their personal values. To address this, CTBC has built a hybrid advisory model that blends human expertise with digital intelligence. The bank’s Intelligent Portfolio Insight Engine, for instance, provides clients with data-driven portfolio reviews, while real-time market alert systems notify them of relevant market changes tailored to their risk appetites. These tools are embedded within a broader advisory ecosystem that includes discretionary portfolio management, family office services and dynamic asset allocation strategies. Yang stressed that CTBC’s approach goes beyond conventional investment advice. “Sustainable finance is not an option—it is a core requirement,” she said. ESG-aligned investment solutions are now standard in the bank’s offering, driven by growing demand from millennial and Gen Z clients seeking impact as well as returns. This shift is also aligned with CTBC’s institutional commitments to responsible finance. The results are tangible. More than 385,000 customers currently use the bank’s digital wealth services, and the number is growing. CTBC’s omnichannel delivery—via mobile apps, e-banking and popular platforms like LINE—makes advisory services more accessible to clients, while internal tools like intelligent dashboards and behavioural analytics empower relationship managers to offer more relevant and timely advice. “This allows us to serve a wide spectrum of clients—from emerging affluent to ultra-high net-worth individuals (UHNWIs)—with precision and agility,” Yang explained, pointing to CTBC’s ability to scale both breadth and depth in client coverage. A connected digital ecosystem, not just digital banking Yang’s view of digital transformation goes beyond the digitisation of channels. Under her leadership, CTBC has invested in building a fully connected digital ecosystem—integrating banking services with the platforms, tools and interactions that clients use every day. “CTBC Bank has been at the forefront of digital innovation,” she said, referencing the bank’s early adoption of artificial intelligence (AI), open application programming interfaces (APIs) and platform partnerships. Internally, the bank’s AI-powered tools such as Smart Risk Detection enable proactive fraud prevention, while relationship managers use behavioural analytics to better segment and engage clients. Externally, CTBC has embedded its services into e-commerce and lifestyle platforms, enabling clients to transact and access financial tools within familiar environments like LINE and retail marketplaces. This shift towards “everyday banking” positions CTBC not merely as a financial institution but as a participant in the broader digital life of its customers. “Our innovation strategy is guided by a dual focus: delivering frictionless digital experiences and building scalable infrastructure for future growth,” Yang said. The bank’s open architecture ensures that it can partner with fintechs and non-financial players to keep pace with evolving client behaviours and expectations. Scaling infrastructure for growth and resilience Infrastructure plays a critical, though often unseen, role in supporting CTBC’s ambitions. One of the most significant developments in this regard is the launch of the Asia Pacific Financial Operations Center in Kaohsiung, which Yang described as a strategic anchor for CTBC’s regional operations. “It’s a strategic step in anchoring our cross-border private banking and operational delivery capabilities,” she noted. The Kaohsiung centre is part of a broader federated model that balances centralised service consistency with local adaptability. At the branch level, CTBC is implementing the Branch Ecological Technology Platform to digitise workflows, automate compliance tasks and shift the customer experience from transactional to advisory. CTBC has also invested in cloud-native architecture to enable real-time, multilingual servicing, fraud detection and always-on digital infrastructure. “Our infrastructure vision is to support both high-volume retail transactions and high-touch private banking with the same level of excellence,” Yang said. By distributing these capabilities across its network, CTBC ensures resilience, scalability and continuity—essential qualities for operating in a region as diverse and dynamic as Asia Pacific. CTBC’s omnichannel delivery—via mobile apps, e-banking and popular platforms—makes advisory services more accessible Leading through culture, clarity and agility Yang’s approach to leadership is as structured and deliberate as her strategic planning. She believes in fostering a culture that combines operational rigour with creative agility. “We cultivate a leadership culture that balances operational discipline, innovation, and customer-centricity,” she said, underscoring the importance of direction and accountability at every level of the organisation. At CTBC, leadership is reinforced through regular senior leadership forums, cross-functional reviews and shared key performance indicators (KPIs) that align teams around a common purpose. Talent development is especially vital in key roles such as financial advisory and relationship management. Yang has introduced structured certification programmes, job rotations and international postings to develop well-rounded professionals. “We invest in both the skill and the heart of our professionals,” she said, adding that emotional intelligence is as important as technical knowledge in a client-driven business. The “We are family” spirit, which defines CTBC’s internal brand, promotes a collaborative and inclusive culture. Digital tools like AI-based performance dashboards and workforce analytics also enhance responsiveness and decision-making. “We are building an institution that is both adaptive and grounded,” Yang said, a nod to CTBC’s ability to evolve without losing sight of its values. A forward-looking vision for regional finance Looking ahead, Yang sees the financial services industry in Asia Pacific entering a new phase shaped by demographic shifts, technology and sustainability. “The next generation of clients want hyper-personalised, tech-enabled, values-driven services,” she observed. These clients—digital natives with global exposure—demand both innovation and purpose in their financial relationships. To meet these expectations, CTBC is investing in AI-driven advisory tools, environment, social and governance (ESG)-integrated investment products and regional delivery infrastructure. The bank’s goal is not just to scale, but to elevate its role in clients’ lives. “We don’t just want to be a financial service provider. We want to be a value co-creation partner—helping clients navigate complexity with clarity and purpose,” Yang said, outlining an ambition that goes beyond market share or product innovation. Leading by example Amy Yang’s leadership at CTBC Bank reflects a deep understanding of the structural and cultural shifts reshaping retail and wealth banking across Asia. Through strategic clarity, digital intelligence, and a people-first culture, she is redefining what it means to build a modern financial institution. Her vision is expansive yet grounded, global yet deeply human. The Retail Finance Leader of the Year award is both a recognition of past achievements and a marker of her ongoing influence in shaping the future of banking in the region. Under her guidance, CTBC is emerging not only as a trusted bank but as a trusted partner in financial progress. Contact details: CTBC Bank https://www.ctbcbank.com/
