HSBC US wins Best Digital Customer Experience award at the 2026 Digital Banker Digital CX Awards

The Digital Banker is a global awards program recognizing best-in-class digital customer experiences. HSBC was selected following a rigorous evaluation of digital innovation, engagement, personalization, and user experience.

Judges highlighted our New to Bank Product Bundling initiative as “setting a new standard in customer centric innovation”, recognizing how automation and simplified workflows have created a more seamless onboarding experience for both domestic and international wealth clients. That matters in a market where the US is a key gateway for wealth: it’s a top five market globally for IWPB revenue and top five for number of Premier clients, delivering $985 million in US wealth revenue in 2025.

Launched in 2025, Product Bundling enables clients to open multiple products through a single, streamlined onboarding journey, helping clients get started faster and supporting continued growth in a business that’s already a major contributor to HSBC’s global Premier franchise. The US is a top driver of new Premier clients, accounting for 25% of EWS Premier client acquisitions, which have more than 25,000 clients globally.

“This award reflects our focus on delivering a premium onboarding experience for wealth clients, whether they’re based in the US or joining us internationally,” said Racquel Oden, US Head of International Wealth, Premier, and Private Banking. “Product Bundling helps clients get up and running faster with the products they need, and it’s already delivering meaningful results for our business.”

What’s driving the impact

• A smoother start to the relationship: Clients can access a broader suite of products and services earlier in onboarding, rather than through multiple separate journeys.
• Strong commercial momentum: The initiative delivered ~$1m in net new money in the first week and has since averaged ~$500k per week.
• Greater efficiency for teams: Automation has simplified staff workflows, supporting a faster and more efficient onboarding process.

“Product Bundling is about removing friction at the moment it matters most: when a client is joining HSBC,” said Chris Adu, SVP, Head of Digital Strategy – Customer Digital Delivery. “By combining automation with simpler workflows, we’ve made onboarding more seamless for clients and more efficient for our teams, and it’s great to see that recognized on a global stage.”

This recognition is shared across all the teams who helped shape and deliver Product Bundling. Thank you for the collaboration, pace, and commitment that brought this to life for our clients and for continuing to raise the bar on HSBC’s digital experience.