Vision, mission & core values of Cathay Financial Group

Vision, mission, and core values form the foundation - guiding all of Cathay Financial Group's operations throughout its more than half a century of development. Guided by a customer-centric approach, the group pursues a sustainable growth strategy, driving innovation and gradually expanding its financial ecosystem across multiple countries and territories.

Introduction to Cathay Financial Group

Cathay Financial Group is one of the leading financial institutions in the Asia-Pacific region, dedicated to providing a comprehensive financial ecosystem. It caters to the diverse needs of both individual and corporate clients through a wide range of services, including banking, life insurance, non-life insurance, and asset management.

Throughout its development, the Cathay Financial Group brand has steadfastly pursued a sustainable growth strategy, remaining deeply customer-centric and viewing innovation as the core driving force to enhance service quality.

Consequently, Cathay has gradually solidified its position across various markets, while building strong credibility through flexible and secure financial solutions tailored to the evolving trends of the modern economy.

The vision and mission of Cathay Group through the lens of the "great tree"

Cathay’s brand identity is built around the image of a "Tree," representing its sustainable development orientation and the cohesive spirit of the entire system. The canopy is formed by multiple interconnected circles, symbolizing the convergence of resources and the seamless connectivity among different sectors within the financial ecosystem. 

Meanwhile, the sturdy trunk and deep-rooted system reflect a stable foundation, intrinsic strength, and an enduring aspiration for growth over time.

This serves as a signature brand identity for both the parent company and its subsidiaries, while embodying the vision, mission, and sustainable development philosophy pursued by Cathay Financial Group: "Creating Value, Enriching Life"

The color gradient featuring three shades of green within the great tree imagery is a key highlight of Cathay Financial Group's brand identity system. This visual evokes the vibrant vitality of nature under the sun, while simultaneously symbolizing three core values: Integrity, Innovation, and Accountability. 

These principles guide all of the group's operations, contributing to building brand credibility and laying a solid foundation for long-term sustainable growth.

Integrity: Cathay promotes transparency, consistency, and steadfastness in all operations, from corporate governance to financial service provision.

Innovation: The Group continuously improves products, applies advanced technology, and optimizes customer experience to meet the increasingly diverse market needs.

Accountability: Cathay proactively fulfills its responsibilities to customers, partners, employees, and the community, aiming for sustainable growth aligned with creating positive values for society.

These three core values do not just shape the corporate culture; they act as a guiding compass for the long-term development strategy, enabling the Group to sustain its competitive edge and fortify trust with all stakeholders.

Continuing regional expansion with the goal of becoming the Leading Financial Institution in the Asia-Pacific.

Cathay Financial Group is currently implementing a regional expansion strategy aimed at becoming a leading financial institution in the Asia-Pacific. Accordingly, the group focuses on connecting Asian markets to deliver financial products and services to both Taiwanese and international clients, catering to their needs both within and outside of Taiwan.

In Vietnam, Cathay is gradually materializing this strategy by serving as a capital bridge, helping domestic enterprises access international markets. “Cathay United Bank - Ho Chi Minh City Branch has participated in over 100 syndicated loan projects, serving as the lead arranger for nearly 20 of them” [1].

With three core pillars of values: Integrity, Innovation, and Accountability, Cathay adopts a human-centered approach. Whether operating in banking (Cathay United Bank Ho Chi Minh City Branch), life insurance (Cathay Life Vietnam), or non-life insurance (Cathay Insurance Vietnam), Cathay Financial Group consistently prioritizes building customer trust, maintaining integrity, and taking responsibility in all activities.

Whether looking back on the journey already traveled or forward to the goals that lie ahead, Cathay Financial Group remains steadfast in one enduring commitment: driving sustainable growth and placing social responsibility at the foundation of every financial decision. For Cathay, true success only carries meaning when it advances in step with the progress of communities and society at large.

References

[1] Thong tin dich vu. (2025). Ngan hang Cathay United Bank ky niem 20 nam thanh lap tai Viet Nam. Bao Thanh Nien. https://thanhnien.vn/ngan-hang-cathay-united-bank-ky-niem-20-nam-thanh-lap-tai-viet-nam-185251112162236055.htm