“i don't want to say it again, i'm tired.” ms. Yang's voice in the 95561 hotline was intermittent, suffocating the cry. She suffers from severe depression and family changes, delays in credit cards leading to the freezing of accounts and the risk of deterioration of illness. At the top of their lives, the guest-sitting chair li jin picked up their emotions, two minutes to access the panorama file, 14 minutes to start consultations with the operation and 17 minutes after the account was unfrozen。
A telephone call raises hope for life — a vivid microcosm of the bank of the west. The protection of the rights and interests of financial consumers is a matter of life for the people to safeguard the property of the people and an important test of the implementation of the concept of “people-centred” development by financial institutions。
For the bank, this protection is not only provided for in the institutional document, but is also implemented in every business transaction, customer service, risk alert, etc. The bank is deeply committed to the idea of “people-centred” development, integrating insurance into the whole process of corporate governance, business development, business management, risk management, and so forth, creating a good situation in which the same questions are shared and the same power is being applied, with the words “finance for people” being written in the hearts of millions of financial consumers, after many years of insistence。
From "a big loss" to "a small loss."
Focus on the small, critical issues, build up the system's technical lines
The protection of the interests of financial consumers is not only the first line of defence against financial risks, but also the “big man of the country” whose livelihood is at stake. The answer must be given to the high-quality development of financial insurance. The bank has raised consumer protection to the heart of corporate governance throughout the business, incorporating development strategies, business culture, from top-level design to grass-roots implementation, and promoting the integration of the “disabling factor” into the whole “blood” so that it becomes a strategic, cultural, and operational self-consciousness。
At the level of governance, the board of directors of the bank has a risk compliance and consumer protection committee, a first-level departmental consumer protection office at the head office, which guarantees the organizational protection of the working force. At the institutional level, institutional systems have been built to cover areas such as conservation governance, workforce development, marketing control and information protection, and to form a network of “horizontal to horizontal and vertical” systems。
The rigidity of the system, coupled with the technology of “fire eyes and gold”, strengthens the protection lines. In equity banks, the bank's earlier go-live review of ai's large model, which pre-empts the review to the front end of the product's life cycle and is rigidly embedded in multiple business systems, has cumulatively pointed to a risk of 240,000, with 93 per cent of ai's opinion coverage, ensuring that every product and every client of the service undergo a “safe medical examination” prior to that. At the same time, a “smart early warning + manual intervention” risk protection mechanism has been established, based on scientific and technological means such as big data and artificial intelligence, to respond proactively to suspicious behaviour such as irregular transfers of older persons, late-night high-frequency transactions and, if necessary, to initiate late-entry or bullet-window alerts and “lock” people's property security by technical means。
Financial insurance, education first. The bank has made it a mandatory course for all staff and has trained more than 110,000 people at all levels. It has collected practical examples of good insurance practices to be replicated across the board, relying on the protection and access scheme. It has also deepened the bank's collaboration in the production of language versions and large print versions of anti-fraud publicity materials, making it widely known and remembered by the public and effectively improving its ability to detect fraud and deception。
(cross protection office of the head office provides training on the normality of the branch to effectively enhance the staff's ability to perform their duties)
From the head office to the branch, from the product sector to the front line, the bank embeds financial consumer protection requirements in every line of business decision-making, using customer problem resolution rates and mass satisfaction as an important guide for all employees to take a customer's perspective。
From the “digital divide” to “without hindrance”
Focus on the old one. Pass the financial services temperature
The protected base colour is the temperature of the service. At the university of the elderly in fujian province, the financial services station of the bank for peace and life offers a warm talk, with the elderly coming up. The bank is also working with fujian university for the elderly to build the first “old-age finance education awareness base” and set up the first “fukuan finance knowledge and information cloud fair” throughout the province to enable financial knowledge to enter the life of the elderly in a happy manner。
(fuzhou branch of the university of older persons, united province, for the first time, to build a “older's financial education advocacy base”)
In response to the ageing of the population, the bank relied on the “live life” financial services brand for the elderly and built 85 financial services centres nationwide with over 3,200 certified financial planners to provide integrated financial services for older clients. To date, a total of 22 front-line agencies have been selected by the national office for ageing for the old civilization, with the highest number of jobs。
On-line, the bank launched the “enjoyed version” of the mobile bank, which helps older groups to cross the “digital divide” by displaying large fonts, simplifying operating procedures, voice navigation, etc.; and the customer service line opens up a “one-key-turner” exclusive green channel for older clients, reducing waiting times. Online access points, priority service channels for older clients, with ready-to-use materials such as old-age garden mirrors and emergency blood pressure devices, are available in local languages; mobile devices are used to carry out operations for older, seriously ill groups。
Since 2014, the bank has been organizing a full-time “older months” campaign for 12 consecutive years, which combines a variety of services such as public-interest classes, hall services, cultural activities, home help, etc., and has routinely introduced “silver classes” to spread financial knowledge and teach fraud prevention techniques. For the protection of the rights and interests of older investors, the bank carries out real-time manual visits to customers over 65 years of age for the purchase of high-risk products, re-informing product risk information and risk tolerance recognition; and, for clients over 80 years of age, the system automatically limits the highest-risk rating and establishes a secure line of protection for older investors with “restrictive constraints”。
(smoke station offices run an ageing web site and build a distinctive cultural wall)
The age-appropriate service has temperature and accessibility is detailed. In 2025, the bank promoted the accessibility of the 3. 0 version of the site, with low-level guides, vibrating callers, braille password keyboards, low-level self-help atm machines, cash and non-cash table knees, and more than 30 accessible hardware facilities, such as braille guides and hearing aids for the visually impaired, hearing-impaired service areas, to guarantee the independence of special groups in financial operations。
(changdu branch with a blinding information exchange board at a web site to serve specific groups with visual impairment)
“hello, welcome!” the silent sign language is sending sincere greetings to deaf and dumb clients at the shanghai cardinal branch of the bank of hong kong. As the first “network for building barrier-free environments” of the bank of hong kong, the shanghai tents branch not only improves accessibility services but also “silent care”, such as sign language services, allows financial services to “hear” the temperature. In the face of special clients, such as high-profile paraplegics and deaf-impaired persons, the staff of the kanaiko branch of dalian bank, acting in accordance with the principle of financial self-serving and specialty, came to the house to conduct business for high-profile paraplegic clients, to ensure that clients receive a smooth heating subsidy and to effectively address their immediate needs. These seemingly modest moves are the simplest expression of “finance for people”。
From "foreigners" to "two divisions."
We'll stick to inclusive sharing and expand our coverage
The temperature of the service is also reflected in the goodwill of the foreign service. In keeping with the high level of openness to the outside world, the bank continues to optimize the financial services experience of foreigners from china. It has launched a bilingual chinese-british book of accounts, fully implemented its policy of simple openings, improved its capacity to receive external cards, and introduced services such as “zero purses” for small bank notes. As the country's first provider of support for the upgrading of the chinese-language purses, taiwan's mainlanders have taken the lead in bringing together their real-name digital-currency wallets, which are accompanied by multilingual services and multi-body operating guidelines。
The local network combines the real needs of foreigners from china with the refinement of services to enable visitors abroad to feel the openness and convenience of china's financial services — foreign tourists from wuhan and north china customize the “wuhan zhonghuang wallet” to meet the small cash needs of tourists from abroad; and the ishirojiang branch has launched a coordinated service mechanism to carry out foreign tourists' remittance operations using translation tools and to cross language communication barriers。
In response to the distress caused by cross-border difficulties and the heavy burden of pay for expatriate workers, the bank launched a comprehensive cross-border pay service, which relies on the “hong kong” alternative development system to provide bulk pay, whereby expatriate workers can handle their own remittance through their mobile phone app to avoid cross-border hardship。
New employment groups on the road are also the focus of the services. Truck drivers, internet connection drivers, out-of-pockets, couriers these “two-division” new employment groups are highly mobile, demand is fragmented, the bank for the industry is well connected, and financial services are delivered to them through initiatives such as sound service mechanisms, open network services, deepening digital empowerment。
(shanghai branch focused on the “two-division” group, entering the rental company for summer warm condolences and financial education)
In chongqing, the network of banks in china is equipped with air conditioners, microwave ovens, refrigerators, drinking water units, emergency water supplies, medical kits, mobile phone charging equipment. Outsiders can come in and rest, heat meals, drink hot water, charge mobile phones - “thermal cooling, thirsty drinking water, retourable feet”, and small sites become “the warm heart stations” for outdoor workers。
From “on-demand” to “without prior action”
Focus on source governance and build mechanisms to eliminate long-term effects
Insurance work is not a day's work, and more effective mechanisms are needed to protect the escort. The bank has incorporated the new era's maple bridge experience into the settlement of insurance disputes. A total of 85 mediation posts and 332 mediators have been established in 36 branches of the country. At the same time, the leadership has insisted on taking the lead in receiving and listening to clients' voices and turning the word “solve a problem” into “governance” by means of a complaint form that looks at product defects and process congestion points。
It is more important than resolving disputes to keep them from happening. The bank has set up a four-tier framework for “general bank integration, branch implementation, branchization, line alignment”, which focuses on priority groups such as “one generation, one division, two divisions”, and promotes the integration of financial literacy and consumer education into everyday reality. During the period of “3/15” in 2026, the bank of the west worked together to develop a comprehensive, stereo-oriented educational advocacy matrix, a single series of “days of protection” across the various networks, a “3. 15” pass-through help desk, a “one-on-one” advisory service, and “one-on-one” activities, such as the “one-on-one” “face-to-face” event, to listen to clients and address practical problems. At the same time, financial consumer education has been put into practice by reaching out to communities, businesses and villages, in conjunction with the regional design of differentiated awareness programmes. In june, during the “face of knowledge in finance” campaign, 5022 online campaigns were conducted, with 100 per cent internet participation and 1,414 original content distributed online, bringing financial literacy to thousands of households。
(in june, during a million miles of financial literacy, the union of fertilizers went into the business circle to conduct a financial education campaign to secure money bags and protect happy families)
In particular, it is worth mentioning that the bank's internet-based “good for the good” popularization station, which integrates financial literacy and outreach services in depth, provides free access to more than 40 services through the construction of four thematic networks for the benefit of the population, and creates public financial literacy and education positions。
Behind a number is a warm moment: in 85 financial services centres for the elderly, planners fall down and slow down their voices to guide older people to mobile banking; in 12 consecutive years of respect for the elderly, a cup of hot tea, a door-to-door visit, a "how are you feeling?" consumer protection is not a wind, but a marathon。
At a new starting point, the bank will continue to improve its long-term efficiency management mechanisms through higher standards, stricter requirements and more effective initiatives, deepen its use of digital tools, consistently use the people's sense of access, well-being and security as a yardstick for the effectiveness of its work, and work together to build a healthy and orderly financial consumption environment for all sectors of society, contributing to the growth of financial power。
