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Treat customers fairly

CEO’s words

Treating customers fairly is not only a responsibility but the core of everything we do
I firmly believe that treating customers fairly is more than a guideline — it is the culture and the core value we uphold. We are unwavering in our principle that only by providing transparent, impartial, and professional services tailored to our customers’ needs can we truly create value for all our customers and ensure that each one feels respected and valued. By upholding this commitment, we strengthen our trusted partnerships with our customers, ensuring mutual long-term success. This makes HSBC Taiwan the most trustworthy partner for our customers — a promise not only to our customers but also to the market and society.


Continuously advance financial inclusion services; listen to and care for our customers
HSBC Taiwan has introduced a range of inclusive initiatives tailored to different customer groups. These include offering live online text-based customer service to facilitate communication with customers who have hearing or speech impairments, alongside enhancing the overall digital banking experience. For customers with disabilities, we provide a service allowing ATM interbank withdrawal fee waivers through online applications using Citizen Digital Certificates. Additionally, for customers with disabilities applying for consolidated accounts, we offer multiple channels for application — not limited to in-person services — and provide 30 waivers for ATM interbank withdrawals or transfers, surpassing the regulatory minimum of three. To safeguard the interests of elderly customers, we have incorporated considerations of friendliness and accessibility into our Know Your Customer (KYC), Know Your Product (KYP), and sales process designs. HSBC Taiwan is actively enhancing the accessibility of our branches and regularly reviewing the progress of our inclusive financial initiatives. Our goal is to ensure that every service interaction reflects our care and support for our customers. Being willing to listen to and understand customer needs is a testament to our commitment to integrity, the spirit of treating customers fairly, and responsible operations.


Establish an integrity-based treating customers fairly culture; cultivate HSBC values
HSBC Taiwan builds our culture with defined values: We value difference, we succeed together, we take responsibility, and we get it done. These values not only provide guidance for all actions taken by our colleagues, but also serve as encouragement to our colleagues as they scrupulously abide by their responsibilities, speak up in order to seek different views, and safeguard the interests of stakeholders at all levels, so as to lay a solid foundation for the development of our services and spirit of treating customers fairly. HSBC Taiwan has established a comprehensive governance structure across every level of the organization, from the Board down, that values consumer protection, culture and conduct. HSBC Taiwan’s treating customers fairly policy and strategy, which have been approved by the Board, are foundational to the company’s business operations in line with HSBC Group’s relevant ethical corporate management policies. In practice, this culture strategy is implemented by the bank’s statement of culture and behavioral standards and culture enhancement plan, closely monitored using our culture dashboard as well as regular surveys to understand staff behaviors and feelings.


Put customer needs first by providing well-suited financial solutions; build a fair and transparent financial future
At HSBC Taiwan, our product design and service delivery processes are centered on understanding and addressing customer needs, ensuring that they receive well-suited financial solutions and empathetic service with every interaction. These customer-centric behaviors are further reinforced by our HSBC Credit Facility Pricing Management Guide aligned with our TCF 10 Principles which serve as the cornerstone of our operations, ensuring that we remain true to our commitment to operating with integrity while we pursue business growth. Our responsibility extends beyond providing quality financial services; it lies in demonstrating a deep sense of social responsibility in every decision and action we take. Together, let us build a financial environment that is fairer, more inclusive, and of even greater integrity. This is HSBC Taiwan’s unwavering goal, and we will continue to dedicate ourselves to doing the right thing, striving through our actions to contribute to the improvement of society.

Adam Chen, CEO and Head of Banking Taiwan

Core concept

HSBC Taiwan is committed to applying the "Financial Service Enterprises Treating Customers Fairly Principles" to the design and sale of all goods and services provided to customers. The Culture of HSBC Taiwan requires employees to do the right thing for customers in the market continuously; HSBC Taiwan’s staff have the ability and commitment to treat customers fairly; employees should accept challenges and admit mistakes when things get wrong, fix them and learn from the experiences; HSBC Taiwan establishes a system to reward employees who demonstrate fairness in behavior, performance and attitude.


The relevant mechanism for treating customers fairly principles


The Bank’s Conduct Approach complements the Group’s mission, values and good decision-making guidelines by setting five behavioral outcomes for customers and markets:

  • We understand the needs of our customers;
  • We provide products and services that are consistent with the principle of fair value;
  • We serve our customers’ ongoing needs and correct any errors in a timely manner;
  • We act in good faith in the financial markets in which we operate;
  • We operate in a resilient and secure manner to avoid harm to our customers and markets.


The HSBC Taiwan Statement on Culture and Standards of Conduct sets out the culture that HSBC Taiwan expects and the standards of conduct that its employees should demonstrate. By following this culture and standards of conduct, it ensures good individual behavior, fair treatment of customers, provision of friendly financial services and effective financial crime risk management. HSBC Taiwan conducts annual reviews and submits them to the Audit Committee and the Board for review and approval in order to assess the appropriateness of the Statement on Culture and Standards of Conduct, while ensuring that the relevant business programs and policies should be incorporated into the spirit of the Statement to facilitate compliance and implementation by all staff in the ordinary course of business.


Our 10 principles of treating customers fairly

  • HSBC Taiwan has established internal guidelines for employees’ compliance and ensures that the services and products provided to customers are in line with fair treatment and in good faith principle.
  • HSBC Taiwan’s contracts and documents are generated in accordance with relevant regulatory requirements, such as standard form of the Bank shall be reviewed and revised in accordance with relevant laws, regulations, template of standard form, mandatory and prohibited provisions; material terms in the contract shall be highlighted in bold font or different color; the contents of the application documents shall be in line with consumer protection relevant requirements.

  • HSBC Taiwan has established internal guidelines for employees’ compliance and ensures that the Bank carries out its business with Due care and fiduciary duty.
  • HSBC Taiwan shall pay special attention on conduct of wealth managers and business personnel, transparency on pricing information of financial products, customer data security maintenance, usage and processing appropriateness, cost accounting for early termination for structured products, legitimate fee income, penalty and interest.

  • HSBC Taiwan has established internal guidelines for employees’ compliance and ensures that advertisement, solicitation, business promotions, materials, and control mechanism are consistent with management procedures.
  • HSBC Taiwan’s sales documents don’t mislead investors. All advertisement materials will disclose both risks and fees. The disclosure items for prospectus shall be genuine, and improper or misleading words can’t be used when conducting solicitation and promotion business.

  • HSBC Taiwan has established internal guidelines for employees’ compliance and ensures that the Bank complies with suitability in products or services principle.
  • HSBC Taiwan complies with the relevant regulatory requirements on customer risk attribute assessment design and operation, financial derivatives products limits grant, qualification and license recognition, products attribute assessment, risk concentration control mechanism and granting the highest risk rating to the customers when conducting complex and high-risk transactions, hedge needs and risk tolerance for customers to invest complex and high-risk products.

  • HSBC Taiwan has established internal guidelines for employees’ compliance and ensures that the Bank complies with the well-informed and disclosure principle.
  • HSBC Taiwan has conducted the disclosure on important items before pre/post sale the products and services, pre-warning notification mechanism, transaction relevant risks of complex and high-risk products and other risks.

  • HSBC Taiwan has established internal guidelines for employees’ compliance and ensures that the Bank complies with the fair remuneration and sales incentives principle.
  • HSBC Taiwan performance and remuneration policy cover financial and non-financial indicators. HSBC’s value is focus on the non-financial indicators. Remuneration is linked the combination of performance and conduct rather than directly linked to the specific product, for avoidance of mis-selling. Staff need to complete the mandatory training sessions which covers the HSBC values, conduct and anti-money laundering topics or the remuneration will be impacted. Sales personnel is paid with deferral and instalment remuneration.

  • HSBC Taiwan has established internal guidelines for employees’ compliance, to strengthen the customer complaint handling, to promote the quality of customer complaint handling for protection of the financial customer rights, to resolve the disputes efficiently and reasonably for implementation of customer compliant handling.
  • HSBC Taiwan has established the customer complaint handling mechanism, prudentially handled complaint cases, subsequent management and reporting process according to the relevant regulatory requirements.

  • HSBC Taiwan has established relevant qualifications and license table to maintain and control the registration of certificates for staff’s compliance, for customer right protection, and for implementation of regulatory requirements regarding financial products selling.
  • HSBC Taiwan ensures that the business is conducted by the qualified personnel, and the Bank delivers training sessions to such staff.

  • HSBC Taiwan has established internal guidelines for employees’ compliance to implement friendly financial services principle.
  • HSBC Taiwan protects the financial customer rights of disabled persons and elder customers, provides the financial friendly services facilities, prevent the elder customers from financial exploitation, mis-solicitation or mis-selling when conducting the business.

  • HSBC Taiwan has established internal guidelines for employees’ compliance to implement the Ethical corporate management principle.
  • HSBC Taiwan has established and implemented the control mechanism regarding non-solicitation to early terminate the contracts or borrow the money to pay insurance fee or purchase high-risk financial products. All kinds of fee income, insurance fee and interest receiving are according to the principle of ethical corporate management.

Corporate responsibilities and ethics

HSBC Taiwan follows HSBC Group’s global philanthropy strategy which aligns to our ESG areas of focus – “transition to net zero” and “building inclusion and resilience”, allowing us to work alongside the communities we operate within to help create change. We believe that fostering inclusion and building resilience helps us create long-term value and growth.

HSBC Taiwan echoes HSBC Group’s focused priorities, continues to expand the Bank’s sustainability programmes and focuses on local environmental and educational issues through continued investments in resources and participation in non-profit organisations. The KPIs of the donation programmes are continually being tracked during the review and execution process to ensure they are making positive impact to the society.

In 2023, HSBC Taiwan made charitable donations of NT$12.8 million to major charity organisations which focus on children’s education, skill development for disadvantaged groups, environmental protection and sustainable finance. These included the Guandu Nature Park (Wild Bird Society of Taipei), Boyo Social Welfare Foundation, Eden Social Welfare Foundation, Taiwan Business Council for Sustainable Development, World Vision Taiwan, Program the World Association, CommonWealth Magazine Education Foundation, Taiwanese Economics Olympiad Team (Taiwanese Association for Simulation Education), among others. The Bank continues to encourage employee engagement in volunteer activities held by non-profit organisations, demonstrating the Bank’s commitment to the community. The Bank’s long-term commitment and efforts are highly recognised with numerous awards and recognition from the public, including the “Taiwan Corporate Sustainability Awards (TCSA) - Foreign Enterprise Sustainability Model Award” by Taiwan Institute for Sustainable Energy, and the prestigious “Excellence in Corporate Social Responsibility (CSR) Award” by CommonWealth Magazine for the 13th consecutive year.

Friendly finance

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