NH NongHyup Financial Group is intensifying its focus on digital assets and embedded finance, aiming to secure its position among South Korea’s digitally native 20- and 30-something generations. The move comes as part of the group’s broader strategy to evolve into a platform-driven financial ecosystem that seamlessly integrates into everyday life.
Recently, NH NongHyup convened its first New Business Strategy Council, where senior executives discussed initiatives to strengthen the group’s digital competitiveness. At the meeting, Executive Vice President Lee Jae-ho emphasized a clear vision: “We must go beyond being a financial service that customers seek out—we should become a financial platform that reaches into their everyday routines.” He called for deepened partnerships with platform companies and user-centric financial innovation.
One of the key pillars of the group’s strategy is to proactively respond to the changing digital asset landscape. This includes a review of each subsidiary’s business model, preparation for policy changes such as the Digital Asset Basic Act, and potential expansion into crypto custody services and stablecoin-linked payment systems.
In parallel, NH NongHyup is also ramping up its embedded finance efforts—integrating financial services into non-financial platforms such as e-commerce, mobility apps, and lifestyle services. The aim is to offer frictionless financial experiences that naturally fit into the daily lives of younger customers who prefer mobile-first services.
This strategic shift comes after NH NongHyup ended its partnership with crypto exchange Bithumb, signaling a new direction in its approach to the digital asset space. The group now seeks to build its own ecosystem while staying aligned with evolving regulations and customer behaviors.
Looking ahead, NH NongHyup plans to reinforce the execution of its new strategies by reorganizing internal structures, reallocating digital talent, and expanding investment in fintech R&D. “We’re not just transitioning into digital finance—we’re opening a new path for a new generation,” an NH Financial spokesperson stated.
