CITIC Bank has been recognized with the Elderly-Friendly Service Excellence Award for its case submission titled "Using Professional Services to Protect Pension Funds and Innovatively Upgrading the 'Happiness+' Pension Financial Service System." The award was part of the 2026 Golden Stone Awards and Outstanding Financial Consumer Protection Cases selection organized by Sina Finance.
As one of China's earliest commercial banks to offer dedicated services for elderly clients, CITIC Bank has actively implemented national strategies and adhered to a customer-centric philosophy. The bank has taken a leading role in building a comprehensive pension financial ecosystem that covers the entire lifecycle. Key initiatives include optimizing offline service channels for seniors, innovating wealth management tools, adapting online applications for elderly users, strengthening fraud prevention mechanisms, enhancing financial education, and organizing cultural and sports activities for older adults.
A major innovation is the launch of the industry's first online wealth management tool designed specifically for the elderly. The "Happiness+" pension ledger, upgraded in 2025, now includes a version tailored for retirees, helping them manage daily expenses, healthcare, lifestyle improvements, and intergenerational wealth transfer.
In collaboration with the China Association of the Universities for the Aged and the Central University of Finance and Economics, CITIC Bank released the first systematic video course on financial literacy for seniors. The course consists of 40 lessons covering retirement planning, spending, investment, inheritance, fraud prevention, and mobile banking usage.
The bank also partnered with the China Research Center on Aging and Hualing Publishing House to publish a professional guide titled "Managing Your Pension Funds in the Longevity Era." Presented in a Q&A format with practical cases, the book addresses policies, investment tools, strategies, risk prevention, and wealth transfer.
For the fourth consecutive year, CITIC Bank published the "China Residential Pension Wealth Management Development Report," offering insights into product innovation and service integration while incorporating international best practices.
The "Happiness+" club introduced upgraded non-financial services, including large-font interfaces, travel support, discounts on healthcare and transportation, and modules for retirement communities and home-based care. Joint activities with the China Association of the Universities for the Aged, such as talent competitions and reading programs, have been widely promoted.
Additionally, the bank enhanced its anti-fraud capabilities with the "Sentry" intelligent risk control system, which intervenes through transaction blocking, verification calls, and delayed transfers to protect elderly customers.
Since its November 2025 launch, the "Happiness+" pension ledger has served over 250,000 elderly clients. The financial video courses have attracted more than 30,000 online learners. Nearly 100 educational events and reading sessions have been held, with "Happy Aging" bookshelves installed in 53 specialized branches. By the end of 2025, CITIC Bank had served over 30 million elderly customers.
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