What are Mission Vision & Core Values of Hana Financial Group Company?

How does Hana Financial Group define its purpose and direction?

Hana Financial Group anchors growth in purpose-driven finance, blending digital innovation with ESG priorities to serve clients across 26 countries. Its governance and culture aim to create long-term value for stakeholders while navigating global market shifts.

Mission, vision and core values guide Hana's strategy: customer-centricity, sustainable growth, integrity and innovation—aligning subsidiaries from retail banking to capital markets with a unified purpose. See Hana Financial Group Porter's Five Forces Analysis for competitive context.

Hana Financial Group mission centers on 'Growing Together, Sharing Happiness'—a stakeholder-first approach linking the group's success to customer prosperity and social impact, backed by a over 300 billion KRW social contribution plan for 2024–2025.

Customer-Centric Growth

Focuses on SMEs, retail clients and institutions to drive mutual prosperity across markets.

Social Contribution

Allocates 300 billion KRW+ for programs like Hana Power On to boost youth employment and social enterprises.

Regional Expansion

Expands in Southeast Asia—Indonesia, Vietnam—providing digital banking and microfinance to underbanked populations.

Sustainable Finance

Develops products like Hana Green Loan to link financial services with environmental and social goals.

Stakeholder Model

Shifts from shareholder primacy to a stakeholder-centric corporate identity and purpose.

Financial Inclusion

Prioritizes access for underserved segments, enhancing financial health and community stability.

Hana Financial Group vision emphasizes sustainable, inclusive growth—integrating financial performance with social value to become a trusted partner in customers' prosperity.

Mission, Vision & Core Values of Hana Financial Group

Hana Financial Group vision aims to be the First Mover in finance for a sustainable future, driving digital disruption and carbon-neutral investing while growing non-banking and international profit to 40% of group income by the late 2020s.

Digital-first leadership

Accelerate fintech adoption via Hana 1Q and AI-driven services to capture digital-native customers; Hana 1Q had over 15 million active users by mid-2025.

Sustainable investing

Target a carbon-neutral investment portfolio by 2050, linking financial returns with environmental impact.

Global diversification

Increase non-banking and international income to 40% of total profit, expanding into global fintech hubs.

Innovation in clearing

Explore blockchain-based clearing and settlement to reduce cost and latency across markets.

AI-driven wealth management

Deploy AI for personalized advisory and portfolio optimization to improve client outcomes and retention.

Financial performance

Maintain sustained returns; the group historically delivered around 10% ROE, supporting ambitious strategic goals.

Hana Financial Group's vision combines bold digital-first disruption with measurable sustainability targets and global profit diversification to become a leading, responsible financial innovator by the late 2020s; see Revenue Streams & Business Model of Hana Financial Group for related analysis.

Hana Financial Group core values form 'The Hana Way', guiding behavior across its 22,000 employees and shaping the group's corporate identity, strategy and client relationships.

Hana Financial Group core values explained in brief: Integrity, Passion, Openness and Innovation drive ethical conduct, market leadership, collaboration and digital transformation across the group.

Integrity

Demanding the highest ethical standards and transparency, reflected in rigorous risk management and a 2025 AI-driven compliance monitoring system to prevent malpractice.

Passion

Drives pursuit of excellence and market leadership; Hana Securities delivered 15 percent YoY AUM growth by targeting renewable energy and semiconductors.

Openness

Encourages collaboration and inclusivity via open innovation programs partnering with over 100 fintech startups to co-develop payments and digital services.

Innovation

Drives digital strategy through initiatives like the Hana AI Lab, which launched personalized advisory bots that automate portfolio rebalancing for retail clients.

Read next: how Hana Financial Group mission and Hana Financial Group vision influence strategic decisions and long-term growth — explore details in Growth Strategy of Hana Financial Group.

Values: The Hana Way governs behavior for 22,000 employees; Integrity, Passion, Openness, Innovation, Professionalism and Respect shape product design, risk controls and diversity targets such as 30 percent female leadership by 2026.

The mission and vision shape Hana Financial Group’s strategic decisions by aligning capital allocation, M&A, and daily operations with long-term social and financial goals. They serve as a governance anchor guiding growth, ESG targets, and customer-facing initiatives.

Hana Financial Group: Mission, Vision & Core Values

Concise overview of Hana Financial Group’s strategic purpose and ethical foundations.

• Mission emphasizes shared growth, customer-centric finance, and social value.
• Vision focuses on First Mover leadership in digital, global expansion, and sustainability.
• Core values center on integrity, innovation, and collaboration.
• Financial targets and ESG metrics reflect mission-driven execution.

Mission: Grow Together

The stated Hana Financial Group mission prioritizes shared prosperity, customer trust, and community impact, guiding product design and service delivery.

Vision: First Mover

The Hana Financial Group vision targets leadership in digital transformation, regional expansion, and sustainable finance, informing strategic M&A and technology investments.

Core Values: Integrity, Innovation, Collaboration

Core values drive compliance, agile product development, and cross-unit synergies across banking, securities, and asset management.

Strategy: Three S — Synergy, Smart, Sustainable

The Three S Strategy channels the mission and vision into actionable priorities: group synergies, smart digital services, and sustainable growth targets.

2024–2025 Execution Examples

Actions include the 2024 stake acquisition in a Middle East digital bank to expand Islamic finance and cross-border payments, and 2025 rollout of the Hana Small Business Support Center aiding over 50,000 SMEs.

KPIs: Financial and ESG Alignment

Performance is tracked by profit and ESG: projected net profit of 3.7 trillion KRW for 2025 and maintained A+ ESG ratings from major agencies reflect mission-vision alignment.

The mission and vision act as operational north stars, linking strategic moves like international digital-bank investments and SME support to measurable KPIs; read next: Core Improvements to Company's Mission and Vision Target Market of Hana Financial Group

Four targeted improvements can sharpen Hana Financial Group’s mission, vision and core values to reflect 2025 realities: faster tech adoption, clearer corporate identity, regenerative sustainability, and measurable impact targets. These changes align Hana Financial Group mission and Hana Financial Group vision with capital flows, digital transformation, and investor expectations.

Explicitly brand as a technology-first financial group

Revise Hana Financial Group mission language to state a technology-led identity, mirroring peers that call themselves tech-centric banks, to clarify Hana Financial Group corporate identity and speed decision-making on fintech investments.

Commit to measurable digital KPIs

Embed targets such as 50% of retail onboarding via digital channels and 30% cost-to-income reduction from automation by 2028 to make Hana Financial Group purpose and philosophy actionable.

Elevate vision from sustainability to regenerative finance

Shift Hana Financial Group vision wording to 'regenerative future' and set impact metrics—portfolio-level carbon removal targets and social capital restoration goals—to move beyond ESG compliance into active restoration.

Publish a concise core values scorecard for investors

Present Hana Financial Group core values explained with yearly scores tied to governance, DEI, sustainability and digital transformation to increase transparency for shareholders and align incentives.

Improvements: While Hana Financial Group’s mission and vision are robust, they could be strengthened by more explicitly addressing the speed of technological evolution and positioning the company as a technology-driven entity; a suggested refinement is Growing Together through Digital Empowerment, Sharing Happiness in a Borderless World to reflect finance in 2025 where borders matter less to capital flow. Furthermore, as sustainability becomes standard, Hana Financial Group could adopt regenerative finance language—aiming for a regenerative future where investments restore social and environmental capital—aligning with impact investing trends and differentiating Hana Financial Group philosophy; see a brief history in Brief History of Hana Financial Group.