BEA rebrands, upgrades digital services and bank branches

The bank has introduced artificial intelligence and fintech solutions to digitalise and automate operations.

The Bank of East Asia, Limited (BEA) has rebranded its identity that reflect the bank's transformation into a sustainable, digital-led, and customer-centric institution. The new brand features a warm and vibrant colour scheme with the tagline "Live Every Moment.”

The bank is upgrading its digital services, repurposing branches for relationship building, and focusing on serving customers wherever they are.

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As part of its commitment to service and performance excellence, BEA continues to invest in improving responsiveness and competitiveness. The bank has introduced innovative artificial intelligence and fintech solutions to digitalise and automate operations while focusing on training employees for the digital era.

These capabilities enhance BEA's competitive edge to capture opportunities in the increasingly integrated Greater Bay Area (GBA), it said in a statement.

The new brand identity will be gradually rolled out across multiple touchpoints and channels in Hong Kong, the Chinese Mainland, and overseas.

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