Top Financial Websites in Hong Kong Report 2020

Graphs displaying results inside the Monsido Platform

Introduction

Hong Kong’s financial market has gained international attention due to its sound financial system, resilient economy, and growth opportunities. Hong Kong is considered a ‘leading regional and international finance centre’ (KPMG 2019).

The global hunger for digital transformation in the financial sector is growing, fed by increasingly competitive global markets. This has increased the drive for companies to have a powerful digital presence; intuitive website design; superior user experience; well-written content; and streamlined website management.

Considering this, Monsido analysed the websites of the Top 38 Banking, Insurance, and Asset Management companies in Hong Kong to reveal the best performing websites in various categories. In this report, we will present the Best Websites Overall as well as the Top Financial Websites for Content Quality Assurance, Readability (content complexity), and Search Engine Optimisation (SEO).

Who does this report apply to?

This report analyses Banking, Insurance, and Asset Management companies in Hong Kong. This report will be relevant for Digital, Marketing, Brand, Customer Experience, and Communications teams.

What does Monsido do?

Monsido is a software company that provides an easy-to-use website management platform which automates processes and streamlines reporting. Our time-saving software scans websites for financial regulations compliance, content issues, SEO opportunities, loading speed, and branding and styling inconsistencies.

Monsido’s customers in the financial services industry include Generali Asia, Reserve Bank of New Zealand, AIA, Manulife Singapore, and Budget Direct.

Results

How were the results formulated?

The Top 38 companies were selected by researching leading financial reports and news websites. These 38 companies’ publicly available websites were scanned by Monsido’s software for Content Quality Assurance (including broken links and typos), Readability (content complexity), and SEO issues. Results were analysed and ranked to reveal the best and lower performing websites for each of the categories below.

Top 3 Financial Websites Overall

The Best Websites Overall considered the websites that performed well in Content Quality Assurance and SEO categories combined.

FWD is well-deserving of winning our Best Websites Overall category. Their eye-catching website is modern and easy to navigate. This excellent result implies that their digital communications team is vigilant with monitoring content and SEO.

FWD provides a wide array of insurance products and services. In Hong Kong, FWD offers life and medical insurance, general insurance, employee benefits, and financial planning. FWD is focused on creating fresh customer experiences, with easy-to-understand and relevant products, supported by digital technology. In Hong Kong and Macau, FWD has been providing quality services to around 530,560 customers with over 830 staff (as of 31/12/2019).

Fidelity can be proud of coming in second place overall. They are the highest-ranking Asset Management company in this analysis overall. This high ranking can be attributed to their attention to engaging user-journeys and interactive user display.

Fidelity International offers world-class investment solutions and retirement expertise. Their vision is to deliver innovative client solutions for a better future. Fidelity invests USD $371 billion globally (as of 31/03/2020) on behalf of clients in 25 countries across Asia-Pacific, Europe, the Middle East, and South America.

We congratulate AXA on achieving third place. Their stylish website shows their extensive knowledge in the digital transformation space, balancing their long history as a global brand, as well as adapting the localised website to tailor Hong Kong’s market.

AXA offers a wide range of life, health, property and casualty protection, wealth management, and retirement solutions to help customers achieve stability and prosperity. As a member of the AXA Group, they share a set of defined values and commitment, which drives their winning strategy to become a global leader in insurance, wealth management, and retirement planning. The AXA Group has 108 million customers worldwide (as of 20/02/2020).

Top 3 Financial Websites for Content Quality Assurance

This category is based on the highest Content Quality Assurance score (highest percentage of pages that have no broken links and no typos). These three top companies also appeared in the Best Websites Overall.

AXA should be commended for receiving first place in the Content Quality Assurance category. Their website displays well-written content with appealing presentation. This result suggests their communications and brand team is attentive to content monitoring.

We applaud FWD Life Insurance for this high ranking in this category. Their engaging and clear content can be praised.

We complement Fidelity on making it into the Top 3 for this category. This can be attributed to their straightforward and quality content.

Top 3 Financial Websites for Readability (Content Complexity)

Readability relates to how understandable your content is. The less complex the content, the easier it is to understand. This can help you reach a larger audience. The language, terminology, word length, sentence length, syllables, and grammar can all contribute to content readability.

The Top 3 Finance Websites for Readability have been selected based on the Flesch-Kincaid Grade Level readability test. The Top 3 websites have not been ranked in order as they are tied results.

BUPA should be commended on this great result. Their content is easy to understand and navigate.

BUPA has been a health insurance specialist in Hong Kong since 1976. They fund and provide healthcare services to fulfil their purpose of helping people live longer, healthier, and happier lives. BUPA’s expertise in healthcare has gained the trust of more than 400,000 individuals, and 3,200 companies in Hong Kong.

AIA can be applauded for their well-presented and easy to read content.

AIA is the largest independent publicly listed pan-Asian life insurance group. Their Vision is to be the world's pre-eminent life insurance provider. AIA has a presence in 18 markets around the Asia-Pacific region and over 3 million customers (as at 31/03/2019).

We congratulate Ping An on this exciting result. Their great readability score can be attributed to their simple content.

Ping An provides Motor, Travel, Home, Maid, Fair, and Exhibition Insurance. Their mission is to fulfil their commitments to their investors by enhancing asset value and delivering stable returns, to customers by providing the best service with integrity, and to society by giving back to the community and doing their part in nation-building.

Top 5 Financial Websites for SEO

This category is based on the websites which had the highest SEO score. The SEO score is based on the number of pages that are compliant with all Monsido SEO checks. These checks look for SEO issues such as images missing ALT text, missing H1 headings, and missing meta descriptions, which are prioritised based on importance.

Robeco should be commended for receiving first place in the SEO category. This result suggests their team is attentive to SEO.

Robeco is an international asset manager offering an extensive range of active investments, from equities to bonds. Since 2008, Robeco’s regional headquarters have been established in Hong Kong where the Asia Pacific investment and management team are located. They believe Asia is a key market for accelerated growth and a core part of their strategy.

Amundi can be proud of coming in second place for this category. Their SEO team should be congratulated. Amundi is a key player in the asset management landscape.

Amundi offers its 100 million clients - retail, institutional, and corporate - a complete range of savings and investment solutions in active and passive management, in traditional or real assets. Globally, Amundi currently manages more than €1.5 trillion of assets (as at 31/03/2020).

We compliment HSBC on appearing in the Top 5 for this category. It is noteworthy that HSBC is the only bank to appear in the Top 5 Finance Websites for SEO and in the report overall.

HSBC is one of the world’s largest banking and financial services organisations. They deliver Wealth and Personal Banking, Commercial Banking, and Global Banking and Markets in 64 countries and territories. The Hongkong and Shanghai Banking Corporation Limited is the founding member of the HSBC Group. Established in 1865 to finance the growing trade between Asia and Europe, it has become the biggest bank incorporated in Hong Kong.

Tahoe Life should be commended for this high ranking in the SEO category.

Tahoe Life is a life insurance company based in Hong Kong, providing high-end products that ensure superlative wealth management and life planning services, fulfilling a comprehensive life protection for their customers. Tahoe Investment Group has developed a broad spectrum of business across the globe, including: Real Estate, Healthcare, Finance, Culture & Education, and Senior Care.

We applaud BUPA (Asia) for this high ranking in the SEO category.

BUPA has been a health insurance specialist in Hong Kong since 1976. They fund and provide healthcare services to fulfill their purpose of helping people live longer, healthier, and happier lives. BUPA’s expertise in healthcare has gained the trust of more than 400,000 individuals, and 3,200 companies in Hong Kong.

Conclusion

The financial companies in Hong Kong who are leading in these categories have reflected a commitment to providing a superior web experience for their customers. Navigating the evolving digital landscape of the financial services industry will require innovation, automation, and new strategies. Those companies with a powerful digital presence; intuitive website design; superior user experience; well-written content; and streamlined website management will lead in this sector.

Find out more about seeing your website's scan results and how your company performed in this report below.
References

KPMG 2019, The future of banking, Hong Kong Banking Report 2019,
Publication number: HK-FS19-0003, KPMG, p. 41, viewed 11th May 2020
https://assets.kpmg/content/dam/kpmg/cn/pdf/en/2019/06/the-future-of-banking.pdf
Scan My Website
Find out more about seeing your website's scan results and how your company performed in this report.
Graphs displaying results inside the Monsido Platform