Fubon Financial

Grounded in trust and technology, we act on today’s challenges for the common good

After 65 years, Fubon continues to navigate the turbulent global landscape, rapid technological advancements, and increasing social risks by remaining rooted in its financial core. Trust serves as the foundation for its operations, and through technology, it enhances its services while actively responding to the challenges of the times. Fubon is committed to supporting the common good of Taiwanese society. In celebration of its 65th anniversary, Fubon has launched a new brand advertisement titled "Not Just Runners," featuring ambassadors Lin Chih Chieh, Kuo Hsing Chun, and Chang Yu Cheng, who collectively encourage the public to create more possibilities through running. Additionally, Fubon has announced the expansion of its Run For Green® initiative, which will increase its investment in "social care" starting in the second half of the year, allowing each step taken by participants to contribute to charitable actions that benefit the community. Furthermore, Taipei Fubon Bank has simultaneously introduced a promotional campaign offering "6% cashback and 5 surprises," inviting the public to celebrate this corporate milestone with Fubon.

Daniel M. Tsai, Chairman of Fubon Group, noted that the key to long‑term corporate success does not lie in never making mistakes, but in honestly confronting errors and setbacks and continuously adjusting course. Throughout its journey, Fubon has consistently regarded the three principles established by its founder and former Chairman, Wan Tsai Tsai—Integrity, Diligence, and Modesty—as the cornerstone of its corporate governance and operations. Looking ahead, Tsai encouraged Fubon to truly become a “happy enterprise” by striving even harder to pursue the common good shared by shareholders, customers, employees, and society at large. In the face of a rapidly changing environment, Fubon will continue to strengthen its capabilities through prudent and steady management, aspiring to be a stable and positive force while moving toward its vision of “becoming one of Asia’s first‑class financial institutions.”

Richard M. Tsai, Chairman of Fubon Financial Holdings, noted that in recent years, the world has been shaped by the impact of the pandemic, heightened geopolitical tensions, and rapid changes in the industrial landscape—posing unprecedented challenges for corporate management. As Fubon approaches its 65th anniversary, the Group will continue advancing toward its vision of an “internationalized Fubon” by deepening its global footprint, while further strengthening its connection with society. Through diverse initiatives spanning green finance, philanthropy, arts and culture, and sports, Fubon aims to support Taiwan’s long‑term development. Looking ahead, Fubon will actively leverage AI and digital capabilities to enhance operational efficiency and service quality, aspiring to become a truly internationalized Fubon—one that places strong emphasis on public interest and social responsibility.

Rooted in trust, to safeguard every commitment

In an era where fraud schemes are constantly evolving, trust is the value that most needs to be safeguarded in financial services. From governance frameworks and technological solutions to frontline action, Fubon continues to strengthen its anti‑fraud measures and promote customer‑friendly financial practices.

Taipei Fubon Bank took the lead in launching the “Eagle Eye Anti‑Fraud Alliance” and, in collaboration with the Financial Information Service Co., promoted interbank electronic verification mechanisms and the “Eagle Eye Instant Connect” third‑party fraud‑prevention system to strengthen cross‑institutional collaboration. Fubon Life was also an industry pioneer, introducing the 68999 anti‑fraud short code, integrating the 165 anti‑fraud platform, and rolling out a designated contact person service to comprehensively enhance customer protection. Fubon Securities has elevated frontline fraud‑prevention awareness through creative public education campaigns and employee training, while Fubon Insurance has extended anti‑fraud education into campuses, communities, and senior groups—transforming fraud‑prevention concepts into practical, everyday actions. At the same time, Fubon continues to advance age‑friendly, dementia‑friendly, and disability‑inclusive financial services. From physical branches to digital interfaces, Fubon is committed to ensuring that customers of all backgrounds can access financial services that are both supportive and secure.

Empowered by technology, returning finance to human needs

In response to the AI and digital wave, Fubon has chosen to listen closely to public needs, transforming technology into tools that seamlessly integrate into everyday life. In 2024, Fubon Financial Holdings established a “Generative AI Application Taskforce”, bringing together six subsidiaries to advance nearly 20 AI application projects. From employee assistants and virtual customer service to workflow support, these initiatives embed technological innovation across frontline operations—accelerating Fubon’s progress toward its vision of “AI for Everyone.”

Taipei Fubon Bank has launched its all‑new mobile banking platform, “Fubon+”, integrating banking, insurance, and securities services into a single app. Featuring a senior‑friendly mode, accessibility‑focused design, and robust account security mechanisms, Fubon+ delivers financial services that balance convenience with peace of mind, meeting the needs of customers across all age groups. Fubon Life leverages AI to continuously enhance efficiency across policy application, underwriting, claims processing, and customer service. Through the newly launched “Fubon Life App”, insurance services have evolved into a more immediate, on‑the‑go form of protection. Fubon Insurance addresses diverse and real‑time life risks through digital policy issuance, online claims services, and intelligent anti‑fraud systems. Meanwhile, Fubon Securities has introduced “Fubon AI PRO”, using AI to help investors quickly understand information and lower decision‑making barriers—positioning technology as a rational support tool for investment decisions.

Driven by action, making sustainability a daily practice

For Fubon, sustainability is not a one‑off project, but a long‑term journey that requires sustained commitment. Since launching the Run For Green® initiative in 2021, Fubon has combined sports with environmental action, encouraging the public to turn everyday movement into meaningful impact. For every 40 kilometers run, participants can claim and plant one tree—transforming sustainability from a slogan into a shared, everyday action that anyone can take part in. To date, Run For Green® has attracted more than 406,000 participations, with runners logging a total of 11.24 million kilometers and claiming 128,000 trees. Each run is thus converted into tangible, positive contributions to the environment—ensuring that every step taken moves sustainability forward.

Fubon’s new brand campaign, “More Than Just Runners,” officially launched today. Jointly advocated by brand ambassadors Lin Chih Chieh, Kuo Hsing Chun, and Chang Yu Cheng, the campaign adopts a more life‑centric perspective to convey the diverse possibilities that extend from sustainable action. It also announces that, starting in the second half of the year, Run For Green® will further integrate into everyday life, expanding its reach to a broader range of social and community initiatives.

Beyond financial services, Fubon leverages Fubon Sports & Entertainment and its five foundations to make long‑term investments in education, the arts, sports, and public welfare—extending its corporate influence to communities across society. From empowering children and youth through education and media literacy, to promoting artistic appreciation and supporting professional sports, and further to caring for seniors and disadvantaged groups, Fubon responds to the needs of different generations through sustained engagement. By choosing long‑term companionship over short‑term initiatives, Fubon makes public good a natural part of everyday life.

People enable us to go the distance — voices of 65 colleagues

To mark its 65th anniversary milestone, Fubon has specially launched a dedicated 65th Anniversary Curated Website, bringing together key moments and action pathways from across the Group’s history to showcase the accumulated results of Fubon’s long‑standing journey alongside society through different eras. At the same time, Fubon invited 65 colleagues to share one sentence that reflects what Fubon means to them. Through voices from both frontline and behind‑the‑scenes roles, the project authentically portrays the truest expression of Fubon’s corporate culture. For Fubon, what truly sustains the company’s forward momentum is not only systems and technology, but every colleague who chooses to walk alongside society.

In addition, starting April 1, Taipei Fubon Bank’s Fubon J Card has launched a special “6% Rewards, Five‑Fold Surprises” promotion. Targeting a wide range of spending scenarios—including overseas travel, cross‑border online shopping, and domestic travel and leisure—the campaign offers generous and practical card rewards, inviting customers to join in celebrating Fubon’s 65th anniversary.

After 65 years of growth, Fubon does not see this milestone as an endpoint, but as a new beginning. Looking ahead, Fubon will continue to be rooted in trust, empowered by technology, and driven by action to respond to the times. Moving forward with steady resolve, Fubon will stay connected with society, embrace a global perspective, and advance toward a longer‑term future for the next generation.

-Fubon 65th Anniversary Exhibition Website: https://event.udn.com/fubon65

-65th Anniversary Interview-Daniel M. Tsai, Chairman of Fubon Group: https://www.youtube.com/watch?v=sliEI0a0UUg

-65th Anniversary Interview-Richard M. Tsai, Chairman of Fubon Financial Holdings: https://www.youtube.com/watch?v=q2fkSih2TPI

-Fubon Financial Holdings Brand Campaign “More Than Just Runners”: https://youtu.be/rJq_QfkRos0

-Fubon J Card Website: https://www.fubon.com/banking/personal/credit_card/all_card/omiyage/omiyage.htm