Singapore is a regional hub for banking and wealth, and one of Asia’s most developed and dynamic markets. Its affluent segment is highly attractive and increasingly complex. Affluent customers typically maintain relationships with multiple providers, creating a fragmented landscape where competition for share of wallet is increasingly intense. While domestic leaders like DBS, UOB and OCBC dominate share of wallet, international players like HSBC, Standard Chartered and Citi gain a disproportionate share of affluent consumers’ wallets.

At the same time, digital is a fast-growing channel. Affluent consumers are asset-rich and time-poor. They expect instant control over their finances through mobile, with high-quality, personalised advice from relationship managers when decisions are complex or cross-jurisdictional.

In this episode of Banking Uncovered, host Charles Green sits down with Stefano Colombu, Managing Director of Asia at RFI Global, to unpack Singapore’s mass affluent market and what is driving their share of wallet allocations. Drawing on data from RFI Global’s latest share of wallet tracker, they explore where wealth is concentrated, where it is leaking and how banks can compete more effectively across deposits, investments, cross-border flows and non-bank challengers. They explore the growing role of digital channels, AI-enabled services and the evolving balance between human and digital engagement. And much more

Topics discussed:

• How banks can convert deposits into investments as interest rates fall with personalised advice, transparent outcomes and frictionless execution.
• How to capture cross-border flows as Singaporeans increasingly bank offshore and inbound wealth deepens from Asian corridors and global giants.
• Why domestic banks lead in total wallet share, but international banks outperform among mass affluent segments.
• How relationship managers and a digital-first experience should interlock – quick, proactive digital moments for everyday tasks, with expert guidance for sophisticated needs.
• The rise of digital-only providers like MariBank and Trust Bank, and what their growing momentum means for incumbents.

Key insights:

• Around 70% of affluent assets in Singapore sit in deposits today, representing a significant opportunity for banks to migrate wealth into investment products as rates ease.
• About 39% of investment value is held with non-banks, with some domestic players showing notable leakage, underlining the need for integrated investment platforms and innovative features to reclaim AUM.
• Cross-border wealth is a defining feature of the segment, with around 45% of mass affluent assets held offshore. Singapore benefits from strong inbound flows from Asian markets, while outbound corridors to Malaysia, the US and China remain highly significant.
• Digital bank usage as a main banking relationship is behind other markets in Singapore (15-16%) in terms of main bank usage, compared to the UK (25%) and the US (30%).

High-Net-Worth (HNW) households account for one in 10 US households, yet they control a disproportionate share of the nation’s wealth. According to RFI Global’s MacroMonitor, the largest ongoing study of US household financial behaviour, HNW households hold 69% of all financial assets and 74% of investable assets, amounting to $50.2 trillion.

So how can financial institutions capture this opportunity?

In this episode of Banking Uncovered, host Charles Green and Luke Allchin, RFI Global’s US Research Director, explore what the data reveals about America’s high-net-worth households: how their wealth has been built, where it is held, and how their needs and expectations are evolving. They discuss how HNW investors allocate their wealth and the practical implications for banks and wealth providers. Luke explains the growing preference for mutual funds as a risk-diversification tool, alongside the recent surge in certificates of deposit (CDs) as HNW households seek more certainty during periods of elevated rates.

They focus on the Great Wealth Transfer, with an estimated $45 trillion set to move from US baby boomers over the next decade. Luke and Charles discuss why this transfer is already underway, the multiple inflection points at which assets are at risk of leaving incumbent providers, and why engaging spouses and heirs early is critical to retention.

They look at how AI is increasingly used as a first stop for financial discovery, offering speed and guideance, but why human advisors remain essential for complex decisions and long-term strategy. The conversation explores how banks and wealth providers should design hybrid advice models that combine the convenience of AI with the assurance of professional guidance.

Topics discussed include: 

• How HNW individuals invest, and how this has changed in response to market volatility
• The Great Wealth Transfer, and the $45 trillion opportunity this represents
• How and why HNW consumers use AI first as a soundboard, then seek human validation for big moves
• The role of risk-diversified mutual funds versus CDs as interest rates decline
• Designing hybrid advice models that marry convenience with compliance, and the need for more female advisors
• Tax-efficient withdrawals from retirement accounts and the right amount to sustain lifestyle without depleting capital
• Educating pathways that raise financial literacy for heirs before assets move

 And much more…

Key insights include: 

• HNW households hold 69% of all financial assets and 74% of investable assets in the US
• 88% of HNW households have a formal financial strategy, prioritising retirement, estate planning and tax efficiency
• As rates fall, CDs lose relative appeal; diversified portfolios regain momentum - especially for older HNW investors focused on preservation
• $45 trillion is set to move from Boomer households in the US in the next decade; 31% of HNW households will transfer wealth
• Trusts and estates are rising now, with around 1 in 10 older consumers plan to establish new structures within 12 months

And much more…

In this episode of Banking Uncovered, host Charles Green sits down with Brett King, world-renowned futurist, bestselling author, and fintech founder, to unpack the data behind the global decline of bank branches and what the AI-driven, digital-first future means for traditional banks and neobanks.

Drawing on data from Brett’s new book Branch Tomorrow and RFI Global’s research, the conversation explores how trust in banking is moving from physical presence to digital reliability, utility and security at scale. They discuss why banks without branches are winning on trust, transparency and speed and why incumbents must right-size and embed AI to remain relevant. Beyond technology, the episode addresses the social and regulatory realities, including the Community Reinvestment Act in the US, postal banking models in the UK and Australia, and the risks of financial exclusion when branches close too quickly.

Brett predicts that as AI becomes more competent, many services that once required a branch visit will be handled digitally. He foresees banks developing AI that can provide personalised financial advice and support, reducing the need for in-person interactions.

Topics discussed include:

• The global decline of branch networks and why trust is migrating to digital reliability, speed and utility
• How Chase exemplifies branch optimisation while spending $18B per month on digital
• Why neobanks scale faster: cloud-native stacks, cultural agility and freedom from legacy budget trade-offs
• China’s dual reality: low branch density yet near‑ubiquitous digital wallets and monthly usage and implications for ‘cashless’ economies
• The future role of branches: pop‑ups, billboard presence and boutique advisory centres supporting a digital-first core

Key insights include:

• The US is on track to have around 50% fewer branches by 2030 than at the 2008 peak
• The UK is projected to have fewer than 2,000 branches by 2030 and only a few hundred by the end of the 2030s
• China’s digital penetration: around 98% of citizens have access to a digital wallet and around 93% use it monthly; an average Chinese branch serves around 14,000 customers (vs higher density in the US/UK)
• Generative/agentic in action: AI for fraud detection, anti-money laundering and internal productivity and why customer‑facing AI must be rolled out carefully to preserve trust

And much more.

In this episode of Banking Uncovered, host Charles Green speaks to Natalia Goh, CEO of MariBank and member of Singapore’s Government Technology and Innovation Committee, to explore how the next wave of digital banking is taking shape in one of the world’s most advanced financial ecosystems.

Despite Singapore’s digital maturity, traditional banks still leave gaps around transparency, fees and customer experience. Natalia shares how MariBank, a digital-only bank, is redefining these pain points through a commitment to simplicity, trust and accessibility. From daily interest crediting and flat, competitive savings rates to no minimum balances and low-barrier digital investment products, MariBank is reimagining banking.

Technology and security sit at the heart of this transformation. The conversation delves into AI-driven transaction monitoring, SingPass facial verification and the importance of strong regulatory frameworks that balance innovation with integrity. Natalia also discusses how Singapore’s progressive Monetary Authority (MAS) is shaping responsible innovation across the banking sector.

Topics discussed include:

• The evolving digital banking landscape and how Singapore’s regulatory environment enables responsible innovation
• Common consumer frustrations with traditional banks, from fees and complexity to lack of transparency
• MariBank’s simplified approach to savings and investments, including daily interest crediting and no minimum balance requirements
• The success of self-service investment products and their role in financial inclusion
• How advanced technology, AI, and data security build consumer trust
• The importance of customer education and lowering barriers to entry for investing

Key insights include:

• 63% of Singaporean customers cited annual and late fees as pain points with credit cards - highlighting the demand for transparent, fee-free banking
• One in three businesses uses personal accounts for business banking to avoid high fees, underscoring how simplicity and affordability can drive broader adoption
• MariBank’s digital investment products start from just $1, compared with $1,000 at traditional banks - demonstrating how low entry barriers can democratise investing
• MariBank’s money market fund surpassed SGD 1 billion in assets within its first year, becoming one of Singapore’s top five funds and proving strong consumer appetite for accessible investment solutions
• Daily interest crediting and a flat, competitive rate for all customers strengthen perceptions of fairness and transparency - key drivers of trust in digital banking.
• SingPass facial verification and AI-based transaction monitoring reinforce security, ensuring innovation doesn’t come at the expense of consumer protection.
• Maribank use Generative AI for fraud detection, anti-money laundering and staff productivity, with careful rollout for customer-facing applications to sustain trust
• Singapore’s regulatory environment, led by MAS, remains a global benchmark, showing how progressive oversight enables innovation without compromising integrity

2025 marks a pivotal shift in consumer behaviour in financial services -the year mobile banking overtook online banking as the primary way customers interact with their finances. For many, the app is the bank. As customer expectations rise, financial institutions are competing to deliver seamless, secure and personalised digital experiences that both satisfy customers and drive return on investment.

In this episode of Banking Uncovered, host Charles Green speaks with Mark Donohue, founder of iSky Research, now Managing Director of iSky at RFI Global, following its acquisition. Together, they explore how banks around the world are evolving their app design and functionality, what defines best practice in user experience, and where the next wave of digital innovation will come from.

Looking to 2026, Mark gives his predictions on what he thinks will shape the mobile banking landscape.

Topics discussed include:

• The global shift towards mobile banking as the primary channel for everyday transactions
• How traditional banks are closing the digital experience gap with neobanks through improved self-service and design
• The growing importance of simplicity and intuitive money management tools in mobile banking apps
• The role of customisation and personalisation in enhancing user experience
• How AI and data readiness are enabling more contextual, conversational banking experiences
• The increasing importance of trust and security for customers and how banks are responding to this need
• The balance between frictionless customer journeys and robust fraud protection
• Digital banking challenges and opportunities for small businesses, including virtual cards and spending controls
• The potential of AI to reduce the cost to serve while deepening customer engagement through data-driven insights
• Why banks must differentiate their digital offering to stand out in a crowded marketplace

In this episode of Banking Uncovered, host Charles Green speaks to Hubert Petka, Group Director at RFI Global, about the growth and maturity of fintechs worldwide, and what’s next as the sector shifts from disruption to consolidation.

Once viewed as niche players offering sleek digital payment solutions, fintechs and neobanks are now an established part of the financial services ecosystem. Their focus is evolving from rapid customer acquisition to long-term engagement and profitability - raising questions about where future growth will come from, and how traditional banks can keep pace.

Drawing on RFI Global’s global data, they explore how the fintech landscape differs across markets, why some neobanks are thriving while others are consolidating, and which strategies are proving most effective in retaining customers in an increasingly competitive environment. They also discuss how partnerships, personalisation and innovation are helping fintechs to deepen customer relationships and capture new revenue streams, and how traditional banks have become more agile to compete.

Topics discussed include:

• How neobanks have progressed from simple payment apps to full-service providers
• The evolution of fintech growth across markets, including the UK, US, UAE and Hong Kong
• How traditional players have become more agile to respond to digital challengers, and what they need to do to thrive
• The importance of engagement tools such as Personal Financial Management (PFM) and budgeting apps
• The role of partnerships with technology firms in building credibility and trust
• How rewards and incentives have become key drivers of customer acquisition and loyalty
• The next frontiers for neobanks – from savings and investments to SME banking

Key insights include:

• 57% of the UK population now use a digital-only providers, but the big six banks still hold 80% of primary banking relationships
• Neobanks in the UK have grown their share of primary relationships from 3.5% in 2022 to 6% in 2024 – a 75% increase
• In the US, neobanks such as SoFi and Chime have captured around a third of new primary banking relationships, outpacing major incumbents relationships and Sofi has developed a similar product offering to traditional banks
• Investments and wealth management represent the next major growth opportunity for fintechs globally
• In the UAE, the market has entered wave two of neobank expansion, with Wio already holding over 10% of SME banking relationships

In this episode of Banking Uncovered, Charles Green speaks to Gourab Kundu, Citi Wealth’s head of digital growth for Asia South, based in Singapore, about the latest trends and innovations in digital wealth management and how Citi is leading the charge.

They explore how Citi is leveraging technology to deliver a seamless, secure and highly personalised experience for its wealth clients. From the mobile revolution to cybersecurity, Gaurav shares how Citi is reimagining the client journey through a hybrid model that blends digital tools with human advisory services.

Topics discussed include:

• Cybersecurity measures that protect client wealth while maintaining a frictionless experience
• The growing role of mobile apps in wealth transactions
• Citi’s approach to increasing its share of wallet among affluent clients
• Integrating digital tools with relationship managers for hybrid experiences
• Innovations in cross-border banking for mass affluent consumers
• The transformative potential of generative AI in wealth management

Key insights include:

• Over 90% of Citi’s wealth clients in Singapore use the mobile app regularly.
• RFI Global data shows banks in Singapore typically hold just 40% of their mass affluent clients’ wallets, leaving significant room for growth.
• Loyalty among mass affluent clients has improved dramatically, with switching intent dropping from 1 in 3 in 2024 to 1 in 5 in 2025.
• Satisfaction with relationship managers (RMs) is the #1 driver of poor NPS among mass affluent clients.
• Discover how Citi is redefining digital wealth management, and what is on the horizon for AI-personalisation.

Wealth is rising rapidly across Asia, in both the number of affluent consumers and the value they hold. In this episode of Banking Uncovered, Charles Green speaks to Stefano Colombu, Managing Director of Asia at RFI Global, about the surge in mass affluent consumers across APAC, what drives their financial decisions, and how their money moves across borders.

From the booming China–Hong Kong corridor to the growing importance of Singapore and the UAE, they unpack how affluent and high-net-worth consumers are reshaping the regional banking landscape, and what banks must do to attract and retain them. They explore the rise of digital-only banks, the evolving role of relationship managers, and how regulations and AI are influencing investor behaviour and expectations.

These insights are fuelled by RFI Global’s data from over 40,000 interviews across 8 APAC markets and 50 cross-border wealth corridors.

In this episode, we discuss:

• The growth in affluence in Asia: The demographic and economic forces behind the rise of affluent consumers across the region.
• The rise of emerging affluents: Why banks should pay attention to this growing segment and how their behaviours differ.
• Cross-border banking motivations: They explore what is driving the trends in cross-border corridors and the behaviour of affluent consumers.
• Wealth hub dynamics: The importance of China, and how Singapore and UAE are gaining ground on the US as preferred destinations for Asian investors. 
• Share of wallet trends: Why consumers look beyond local players to global banks as their wealth increases, and how fintechs and digital-only banks perform.
• The future of AI in banking: Asian consumers’ expectations and experiences with AI and how to gain their trust.
• Balancing digital and human touch: How to get the balance right. Mass affluent consumers want seamless digital experiences but still value proactive relationship managers.