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Home visits and digital literacy: Bringing essential financial services to seniors and house-bound
Having served generations of Singaporeans, POSB’s inclusivity stem from a deeply rooted commitment to care for all groups in the community
POSB brings financial literacy programmes to the heartlands. PHOTO: POSB
Overwhelmed by mounting medical bills and the pressing need to manage her hospitalised father’s finances, a POSB customer, who wishes to be anonymous, found unexpected comfort and relief through the bank’s home visit service.
This unique offering, introduced by POSB early this year, brings a human touch to banking by reaching out to those who cannot come to the branch, turning a potentially stressful situation into a heartwarming experience.
“The staff came prepared to the hospital and completed the transaction within half an hour,” recounts the thankful customer, who sought help in converting her father’s account into a joint account. “Before they left, they told us not to worry and assured us of an update. I am so grateful for their service.”
Living up to its slogan ‘Neighbours First, Bankers Second’ and recognising that some customers are immobile or face medical challenges that prevent branch visits, POSB sends its staff to bring its services directly to them, whether they are at home or in a hospital.
The home visit service goes beyond convenience, showcasing POSB’s dedication to tailoring services to meet people’s needs, regardless of their situation.
Financial independence for all
The bank’s focus on providing services to everyone embodies POSB’s quiet commitment to serving every segment of society with respect, ease and dependability – part of its RED Service Standard.
It is one of the reasons POSB was recognised in Singapore’s Best Customer Service 2024/2025 list, as surveyed by Statista and The Straits Times.
Mr Nelson Neo, head of POSB, says, “As the People’s Bank serving customers from all walks of life, delivering personalised service is not just a priority but a core value, reflected in our brand promise of being 'Neighbours First, Bankers Second'. This recognition underscores our dedication to meeting the diverse needs of our customers, extending beyond daily banking to enhancing financial literacy and promoting digital inclusion.”
Reflecting on POSB’s longstanding commitment to delivering personalised service to Singaporeans since 1877, he adds: “As we grow within our communities, we remain steadfast in our commitment to standing alongside our customers as their trusted neighbour and banking partner. This includes finding more ways to help individuals and families save more, now and in the future, stimulating the growth of our local small businesses, and scaling our digital and financial literacy programmes so they remain accessible to everyone.”
Bridging the digital divide
This commitment to exceptional service extends much further, just like how a good neighbour always goes the extra mile for you.
As Singaporeans increasingly turn to technology and digital devices in their everyday lives, the bank is making sure that no customer is left behind – especially its longtime patrons who may find the transition challenging.
In mature estates across the island, elderly folks in POSB uniforms are ready to assist their peers with self-service banking. These are the Active Neighbours, a group of around 32 seniors hired by POSB to help bridge the digital divide, ensuring that their generation can confidently navigate the new landscape of digital banking.
This initiative not only encourages elderly customers to seek help without feeling self-conscious, but it also rekindles the kampung spirit.
Ms Florence Ang, who has been a POSB Active Neighbour for over a decade, sometimes assists up to 50 individuals a day.
“Being a POSB Active Neighbour creates a very good platform for me to learn banking knowledge and ways to interact with people from all walks of life,” she says.
“Helping people brings me a lot of joy. It’s the purpose of life too.”
Sing, dance and educate
While the Active Neighbours programme brings digital assistance directly to seniors, POSB has also found a way to make banking education more accessible – and entertaining.
In a uniquely Singaporean twist, the bank has brought financial literacy to an unexpected place: the Getai stage. Its #YourNeighbourhoodGetai events combine the beloved local entertainment form with practical lessons on e-payments and scam prevention, meeting seniors right where they are in the heartlands.
From hospital rooms to seniors navigating technology, POSB’s impact extends beyond mere transactions. Singapore’s oldest bank has continued to adapt to the ever changing needs of its diverse community.
As one satisfied customer puts it, “They are truly dependable.”
That might just be the highest praise a good neighbour could ask for.
She helped protect a customer's life savings
Alarm bells rang for Ms Fiona Niam when an elderly man in his eighties walked into POSB’s Jurong Point branch in Feb 2024.
The elderly customer wanted to transfer nearly all his funds to someone outside his immediate family and with a different surname. He explained that he needed to urgently send money to Hong Kong for a relative’s emergency surgery following an accident.
As Ms Niam reviewed his past transaction history – a protocol that helps staff identify unusual activity – her curiosity turned into concern. With her instincts on high alert, she asked the customer for documentation from the Hong Kong hospital. His response, or lack thereof, would confirm her growing suspicions.
When his phone lit up with incoming calls from China, not Hong Kong, Ms Niam decided to halt the transaction, much to the customer’s anger.
“He scolded me in front of everyone, saying that I shouldn’t care so much and the customer is always right. I know that, but I’m the goalkeeper and I need to be a busybody to keep your money safe,” she notes.
“Customers are always number one – I always remember this. But their money is also my ‘number one’.”
Reflecting on the incident, Ms Niam expressed pride in helping her customer avoid a scam. Having seen many elderly customers fall victim to scams, her resolve to protect their retirement funds has only strengthened.
As the last line of defence, branch staff at POSB stay informed about the latest scams through internal communications. The impersonation scam targeting this elderly man is just one of many sophisticated schemes targeting seniors lately.
“It’s our job to let the elderly know of the latest scams. I also tell them to help me broadcast this information when they go to the market or play mahjong with one another,” she says.
“We cannot stop everything but we try to prevent it.”
