Krungsri and VitalLife Form Frontier Strategic Partnership to Build Thailand’s "Health & Wealth Ecosystem"

Bangkok (27 March 2026) — Krungsri (Bank of Ayudhya PCL) and VitalLife, the premier scientific wellness center of Bumrungrad International Hospital, announced a long-term frontier strategic partnership to co-develop a "Health & Wealth Ecosystem" where wealth is redefined not as financial accumulation, but as sustained well-being, vitality, and quality of life. The partnership operates under the concept "Health is the New Wealth," aimed at positioning Thailand as a sustainable, globally recognized wellness hub.

As healthcare increasingly shifts from treating illness to investing in long-term quality of life, "Health is the New Wealth" has become a major national driver where wealth means the capacity to live fully, not merely the accumulation of assets. Amid the growth of medical and wellness tourism, evolving consumer lifestyles (especially among younger generations), and public policy aimed at positioning Thailand as an international center for holistic care, the development of heath-enabling infrastructure and technology reflects deeper shift that preventive health is becoming a core element of life and a foundation of prosperity for both individuals and the nation.

Mr. Hiroshi Kurihara, Krungsri Head of Corporate Strategy and Planning Group and Chief Transformation Officer, said: "Krungsri understands the constantly changing global context and the resulting shifts in consumer needs. True security begins with quality of life. The role of a financial institution must now extend beyond money management to laying the foundations for well-rounded living. 'Health is the New Wealth' reflects a new perspective: prosperity begins with good health coupled with thoughtful life planning. For Krungsri, health is not confined to hospitals or pharmacies—it is part of customers' everyday lifestyle and activities, from fitness and run clubs to choices around health-oriented products. Our strategy is to design financial solutions aligned with each lifestyle. Combined with VitalLife's deep expertise in personalized wellness, this partnership will enable integrated solutions that connect finance, health, and daily life—making future planning easier, more flexible, and truly personalized."

Asst. Prof. Polakit Teekakirikul, MD, Chief Executive Officer of VitalLife Scientific Wellness Center and Esperance and Chief Science Officer of Bumrungrad International Hospital and VitalLife Scientific Wellness Center, said: "This collaboration with Krungsri expands wellness from specialized services into a ‘life ecosystem’ that connects people, technology, and social infrastructure. We have always emphasized that health should never feel distant or be addressed only when illness occurs. Wellness today is about living with understanding—aligned with each person's lifestyle. When this concept is linked to a strong financial framework, we believe it will create a new system that helps people care for themselves better over the long term. This partnership is a pivotal step that will not only improve lives but also help place Thailand firmly on the global wellness map."

The longevity lifestyle market is projected to grow from USD 58.2 billion in 2025 to USD 183.8 billion by 2033. Asia-Pacific represents a key opportunity, as it is the world's fastest-growing market for longevity medicine, while Thailand continues to be internationally recognized as a leading medical tourism destination.

This strategic collaboration reflects a shared belief that “wealth” in the modern era is not limited to financial stability—it begins with people's health, the foundation of quality of life, work potential, and long-term societal growth. The long-term strategic partnership will focus on developing the health industry by integrating financial innovation with personalized, insight-led healthcare, aimed at "structuring the future"—making health a natural, accessible, and sustainable part of everyday life. Examples include developing financial solutions that make investing in health accessible to all, leveraging technology and AI to analyze customer behavior and deliver personalized health campaigns and benefits, creating health-related platforms, and jointly advancing CRM systems.

Under this strategic partnership, Krungsri plans to develop a new loyalty program that uses gamification to connect customers' everyday health activities, integrate partners across the Krungsri Group, and convert these activities into tangible financial value.

This marks the beginning of a future where finance and health come together seamlessly to create long-term value for people and society. The two organizations will continue to introduce new collaborations that deepen and redefine the meaning of “wealth” and help make healthy living more attainable—while supporting Thailand's position as a sustainable global wellness hub.