People are at the heart of everything we do at DBS, which is why we dedicate ourselves to understanding what you need, and more. Whether it’s helping you with your investments or turning your business ideas into reality, we are committed to be the bank that you can trust and partner through life.


Live more, Bank less

In May 2018, DBS evolved our decade-old positioning “Living, Breathing Asia” to “Live more, Bank less”. This new brand promise reflects our belief that in the digital era, we need to deliver banking that is so simple, seamless and invisible, our customers have more time to spend on the people or things they care about.

It encapsulates several ideas – enabling customers to live hassle-free with invisible banking, to seize life’s opportunities and to live larger than themselves.


Embedding ourselves in the customer journey

To become more customer-centric, we continued to embed ourselves in the customer journey. Working together with ecosystem partners, DBS has launched marketplaces on our website, selling cars, property and electricity. The idea was to embed banking in the everyday lives of customers, making banking invisible.

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