Standard Chartered puts human stories at the heart of wealth marketing
“WealthNOW” blends branded content and business storytelling to win over Asia’s new money elite
Standard Chartered has launched a new branded content series, WealthNOW, in partnership with BBC Storyworks commercial production. But unlike typical wealth campaigns that hinge on numbers and charts, this one prioritizes something less tangible—and arguably more powerful: human emotion.
Tanuj Kapilashrami
As part of its ongoing “Now’s your time for wealth” campaign, the bank is shifting its messaging strategy to center on the lived experiences of successful Asian entrepreneurs. The pivot reflects a broader marketing truth: financial aspirations may be rational, but financial decisions are emotional.
This article explores why WealthNOW matters, how it was executed, and what marketers should take away from Standard Chartered’s approach.
Short on time?
Here’s a table of contents for quick access:
- Why Standard Chartered shifted to emotional storytelling
- What WealthNOW is and who it features
- Why this matters for marketers in financial services
- Takeaways for marketers targeting affluent audiences
Patrecia Meliana
Why Standard Chartered shifted to emotional storytelling
The original “Now’s your time for wealth” campaign was built on data-backed insights around affluent consumers in Asia and the Middle East. But Standard Chartered’s Global Head of Wealth and Retail Banking Marketing, Haymans Fung, says the brand quickly realized numbers alone weren’t enough.
“Even with the availability of data, consumer decisions are often driven by emotions and personal goals,” said Fung. And while charts can inform, stories can inspire. That’s especially true in wealth management, where success, legacy, and values intersect.
The decision to humanize wealth aligns with the bank’s strategy to deepen engagement among its core segments: global Indians, global Chinese, and international entrepreneurs. Fung explained, “For stories to resonate, they have to be real and strike the right chord.”
What WealthNOW is and who it features
WealthNOW is a video series produced with BBC Storyworks that features six business leaders from across Asia. The stories are intimate, multi-generational, and unfiltered. These are not actors or celebrities. They’re entrepreneurs who’ve grown, lost, protected, and passed on wealth through both triumphs and failures.
Fung emphasized that the campaign intentionally avoided glossy, sanitized narratives. “We realised that their stories went beyond just business skills and strategies. There were failures, disappointments, and deeply rooted family values that shaped their mindset and motivation.”
The production is polished but emotionally grounded. Through these personal accounts, Standard Chartered addresses not just how to build wealth, but why it matters—and what it costs.
Watch the full series:
Why this matters for marketers in financial services
Financial services marketing is often bogged down by compliance language, abstract benefits, and faceless testimonials. By shifting to emotionally rich storytelling, Standard Chartered is tapping into something most banks overlook: identity.
For high-net-worth individuals in Asia, wealth isn’t just about accumulation—it’s about continuity, responsibility, and social meaning. By spotlighting stories of personal grit and generational wisdom, the bank positions itself as more than a service provider. It becomes a cultural companion.
Marketers in finance can take note: relatability and resonance are just as critical as credibility and return on investment. Storytelling isn’t fluff—it’s strategy.
What marketers should know
Here are key takeaways for brand marketers, especially in high-consideration sectors like finance and professional services:
1. Data informs, but stories convert
While data helps you target, stories help you connect. Use customer insights to inform narrative arcs—but lead with emotion, not exposition.
2. Elevate your audience, don’t pander to them
WealthNOW respects its audience by showing the messy, often unglamorous realities behind wealth. Don’t just highlight success—highlight humanity.
3. Localize beyond translation
Standard Chartered built WealthNOW to be global in reach but culturally rooted in local values. Consider not just language but norms, beliefs, and life stages.
4. Choose protagonists over personas
Real people, with real stakes, beat generic personas every time. Showcase stories that model—not mythologize—success.
Standard Chartered’s WealthNOW campaign proves that even in the data-rich world of finance, storytelling holds unparalleled power.
For marketers, especially those targeting discerning, affluent audiences, the campaign is a case study in how to blend commercial intent with cultural insight. Numbers may drive strategy, but stories move people.
