To actualize our customers’ happiness, think and act from the customers’ perspectives and always
try to create value to them.

• Customer-oriented management by creating and providing financial products and services that customers want.
• As a professional financier, faithfully fulfill the responsibility as a good asset manager and do the best to protect the customers’ assets.
• Listen closely to the customers’ voice and respectfully maintain polite words and actions at all time.

Do the best to ensure shareholders’ profitability and interest by enhancing the value of the company through efficient and reasonable management.

• Improve shareholder value by actualizing sound profitability through constant innovation and transparent management.
• Actively strive to protect shareholders’ rights by including but not limited to, practice of transparent BOD-centered management, respect for shareholders’ legitimate requests and proposals and comply with internal accounting standards and related laws.
• Always be prepared for adversities in advance to ensure sustainability of the company and ensure that no action or decision is made against the interests of shareholders.

Ensure customer trust through fair and clear execution of tasks and create a working environment where members work and execute the job ethics voluntarily and enthusiastically.

• Secure trust from customers by fair and clear handling of all tasks with a sense of strong work ethics and morality.
• Grow into a financial expert in individuals’ field by fostering the necessary qualities and knowledge through constant self-improvement.
• Build mutual trust among the members of the organization and share the direction of the company’s mission.

Respect free and fair market economy order and pursue common development with Business Partners through mutual trust and cooperative relations.

• Seek common development by building mutual trust and partnership through fair trade with Business partners.
• When selecting a Business partner, make the best effort to apply fair and reasonable criteria to ensure that the partner selected is suitable for the business purpose.
• Compete in good faith based on mutual respect and do not engage in unfair competition that damages the financial order.

Become a financial institution trusted by society by complying with laws and norms of the society and practicing transparent management and fair competition.

• It is committed to contribute to creating a fair financial transaction order through the practice of the ethical and transparent management while at the same time, taking the lead in advancing financial services by internalizing relative rules and regulations.
• Sincerely fulfill responsibilities and obligations as a good citizen enterprise responsible to the community, country, and humanity.
• Comply with all the laws and social norms of the location in which the headquarters and branch offices belong, respect the traditions and culture of the community, and fulfill social responsibilities, including the formation and creation of a sound culture of the community, and the practice of environmental protection.