Krungsri Steps Up Its Sustainability Drive to Strengthen Thais’ Financial Health Through the “#FinancialLongevity (รวยจีวิตี้): Strong Finances, Sustainable Life” Campaign

• Advancing the “GO Sustainable with krungsri” Concept in the Social Dimension
• Research reveals that Thais need to build a strong financial foundation today to prepare for the future and cope confidently with life's uncertainties.
• Krungsri invites Thais to take care of their financial health just as they would their physical health—through 4 simple, actionable steps (Check – Learn – Act – Track) designed to build long-term financial discipline.

Bangkok (2 September 2026) – Krungsri (Bank of Ayudhya PCL and its business units) is building on its “GO Sustainable with krungsri” concept to advance sustainability in the social dimension, encouraging Thais to prioritize their “Financial Health” through the #FinancialLongevity (#รวยจีวิตี้) campaign, which aims to make financial matters more relatable, easier to understand, and simple to take action on.
 
Ms. Mingkwan Pattanawong, Krungsri Executive Vice President, Head of Corporate Branding and Marketing Division, said, “At Krungsri, sustainability isn't just about creating a positive environmental impact or conducting business responsibly—it's also about equipping people to live securely and grow their potential over the long term. We believe a sustainable society is strengthened when people have stability in their lives, and a key starting point for that stability is good financial health. Under the ‘GO Sustainable with Krungsri’ concept, we are expanding our sustainability role into the human dimension by strengthening financial health, so that Thais can navigate uncertainty, plan for the future, and move toward their life goals with confidence.”

However, the financial behavior of Thais still reflects challenges in building long-term readiness. According to the “Saving Behavior Survey: Decoding the Saving Habits of Thai Consumers” by Krungsri Research:

• Most income goes toward managing current expenses and debt: 38% of Thais prioritize debt repayment with their income, while 24% prefer to save, and only 9% set aside a portion of their income for investing.
• Income uncertainty is undermining future preparedness: 52% of Gen Z and 30% of Gen Y face unstable income, while Gen Y also carries a high level of personal debt burden at 28%, which continually delays their retirement savings plans.
• Financial literacy remains a key challenge for Thais: 14–20% of Thais across all income groups cite a lack of financial planning knowledge as the biggest obstacle to building long-term financial security.

These findings underscore that building long-term financial readiness remains an area Thais need to prioritize further—not only in managing daily income, expenses, and debt, but also in gaining the knowledge, understanding, and planning needed to manage their finances appropriately for each stage of life.

“Krungsri believes financial success means something different for everyone, shaped by individual goals and lifestyles. What matters isn't having more or less than others but having financial readiness that fits one's own life -- being able to manage personal finances appropriately, prepare for future changes, and move confidently toward one's goals. That's why we believe it's important to help people understand the Bank's role as a trusted financial partner or advisor. Banks must go beyond simply offering financial products or solutions—they must help people understand their own financial standing, see their goals clearly, know where to start, and have the tools to turn those goals into real action. This is the inspiration behind the #FinancialLongevity campaign, through which Krungsri aims to make financial health relatable, easy to understand, and something everyone can genuinely start working on,” Ms. Mingkwan added.

#FinancialLongevity: Redefining “Wealth” as Financial Health Aligned with Life Goals
 
“Financial Longevity,” known in Thai as “Ruay Chiwitee,” combines the Thai word “Ruay” (rich/wealthy) with “Longevity,” reflecting the idea of building financial health suited to long-term life goals—through greater knowledge, the right financial tools, and continuous financial planning—to create financial stability and a sustainable life.

Under this concept, the #FinancialLongevity campaign encourages Thais to understand their own financial goals while systematically developing their financial health, enabling them to sustainably achieve what they want, through 4 steps: Check – Learn – Act – Track.

STEP 01: Check – Understand your own financial standing to get an overview of where your current “financial health” stands, via the LINE Official Account @KrungsriSimple, which also provides initial recommendations to help set the right direction for financial health management.

STEP 02: Learn – Build essential financial knowledge for life, from saving and debt management to planning for future goals, through Krungsri The COACH, Plearn Plearn financial articles, or by consulting Krungsri's expert advisors directly by phone.

STEP 03: Act – Put knowledge into practice with real action. Krungsri stands ready to support this with digital solutions and a wide range of financial products that support every customer’s financial goal from saving and investing to spending and building long-term financial security, making the journey to good financial health easier.

STEP 04: Continuously monitor and assess financial health through notifications, helping individuals see their progress and adjust their financial behavior in line with their goals over time.

“Krungsri hopes #FinancialLongevity will be the starting point that makes good financial health part of everyday life for Thais, building toward stability in their own way because we believe that financial stability is the foundation of a sustainable life. Krungsri is ready to be a financial partner that stands by people at every stage of life, supporting Thais in building ongoing financial readiness and moving toward a sustainable life, in line with the ‘GO Sustainable with krungsri’ concept,” Ms. Mingkwan concluded.