China Everbright Bank: Creating the "Everbright Model" for Retirement Finance

The “Fifteenth Five-Year Plan for the 5-Year Period to 2029” clearly sets out that our country’s life expectancy per capita will reach 80 years, and that retirement finance is shifting from a “multiple-choice question” to a “required answer.” As one of the domestic commercial banks that rolled out retirement finance earliest, China Everbright Bank relies on its retirement finance brand “Everbright Harmony and Delectable Enjoyment” to systematically build an ecosystem of service, covering retirement pension finance, retirement care service finance, and retirement industry finance. To date, the bank’s lending to the retirement industry has achieved rapid growth, its corporate annuity custody scale remains among the top in joint-stock banks, it serves more than 500k social security customers, it provides more than 1,000 retirement finance products, and China Everbright Bank’s retirement finance is entering a new stage of high-quality development.

**　　Co-building the ecosystem: Step out of finance to do retirement**

Care for the elderly as one would care for one’s own elders, and treat people’s elders with the same kindness. In the face of profound changes in retirement finance, brand reshaping has become one of the important ways for commercial banks to deliver value propositions and respond to concerns of the times. At the 2025 Everbright Group conference on the achievements of retirement finance, the two retirement finance and retirement services brands—“Everbright Harmony and Delectable Enjoyment” and “Everbright Harmony and Nurturing Care”—appeared in coordinated synergy, and released the “Everbright Group Retirement Finance White Paper (2025).” It systematically presents Everbright’s solution for retirement finance. As a key unit for implementing the group’s retirement finance strategy, China Everbright Bank, leveraging the integrated endowment of “One Everbright,” iterates and upgrades its retirement finance 12345 work plan. Centering on customers’ “five-dimensional needs,” it builds a “five-in-one” service system, and is the first to launch two distinctive coordinated services: “Finance + Medical Care, Elderly Care, Wellness and Tourism” and “Bank-Insurance-Model Care.” An ecosystem-based service pattern of “finance + real economy” is gradually taking shape.

**　　Under the distinctive “Finance + Medical Care, Elderly Care, Wellness and Tourism” feature**, China Everbright Bank has turned the “Sunshine Enjoyment Card” into a key interface that integrates entitlements inside and outside the group. Customers can access exclusive benefits such as Everbright retirement, China Youth Travel, and Jiasitang, achieving “one code for full access.” Through the retirement finance special zone on mobile banking, it deeply integrates high-quality resources such as the group’s eldercare, travel, and health offerings, providing customers with one-stop value-added retirement services.

Retired teacher Aunt Wang in Beijing is a beneficiary of this distinctive service. In 2025, she completed the replacement of her third-generation social security card at China Everbright Bank and became an “Everbright Sunshine Enjoyment” customer. Now, through the China Youth Travel voyage platform, she books travel products to enjoy exclusive discounts; at Jiasitang partner pharmacies, she gets discounted prices for medicines; when opening an account at Everbright Securities, she receives an exclusive commission fee rate; and she can also learn about Everbright retirement and Everbright Harmony and Nurturing Care retirement projects in advance and enjoy move-in credits. She has personally used more than 10 selected value-added services, genuinely feeling the convenience of “all benefits are yours with just one card in hand.” Aunt Wang often recommends to her old friends: “No matter whether you hold China Everbright Bank’s Sunshine Enjoyment debit card, or become an individual customer of an enterprise annuity, or open a personal pension account, you can become an Everbright Sunshine Enjoyment customer.”

**　　The coordinated “Bank-Insurance-Model Care” service** further expands the boundaries of the ecosystem. By fully leveraging the group’s strengths in integrating industry and finance and comprehensive financial services, it jointly builds the “Everbright Harmony and Delectable Enjoyment Retirement Plan,” creating a distinctive integrated coordinated service feature across China Everbright Bank, Everbright Insurance, and Everbright Pension. While helping customers plan their wealth, it also actively organizes in-person immersive experience tours and visits, helping customers lock in high-quality retirement community resources early and complete efficient docking between financial products and on-the-ground wellness and elderly-care services.

These ecosystem-based distinctive services not only enhance customers’ trust, but also form a unique competitive advantage in the industry. Industry experts commented: “The construction of Everbright’s retirement ecosystem is not only innovation in its own business, but also a beneficial exploration of development models for the retirement finance industry.”

**　　Three major areas: Specialized deployment and breakthroughs with depth**

While building a comprehensive ecosystem, China Everbright Bank focuses on three major areas—retirement pension finance, retirement care service finance, and retirement industry finance—to achieve deep, in-depth breakthroughs.

**　　In the field of retirement pension finance**, China Everbright Bank deeply participates in the construction of the nation’s three-pillar retirement security system. In the first pillar, basic retirement security, it has cumulatively served more than 19 million social security customers, focusing on advancing the issuance and service of third-generation social security cards, and it has already obtained remittance/replacement authorization in 29 cities; the second pillar, as a commercial bank in the first batch to obtain both enterprise annuity account management and custody credentials, has been deeply engaged in annuity business for more than 20 years, with its pension custody scale exceeding 500 billion yuan; the third pillar, as a pilot bank for personal pensions in the first batch, works to build an integrated online-and-offline service, setting up a “Personal Pensions” special zone in mobile banking, using a one-stop service model of “account + functions + products,” effectively helping customers continuously increase their retirement reserves.

**　　In the field of retirement care service finance**, China Everbright Bank relies on its professional product-selection capabilities to build a rich retirement finance product体系, and has cumulatively provided more than 1,000 products, covering categories such as savings, wealth management, insurance, and funds, forming diversified options for allocation. From retirement learning and regular investment enlightenment for younger people, to stable allocation for family pillars, to planning and inheritance services for the elderly, it achieves companionship for customers across their entire life cycle.

**　　In the field of retirement industry finance**, China Everbright Bank focuses on key regions such as the Yangtze River Delta and Beijing-Tianjin-Hebei, strengthening credit support and coordinated lending-and-investment linkages in areas including retirement institutions, rehabilitation equipment, and smart eldercare. Retirement industry lending has achieved rapid growth. At the same time, it fully leverages the group’s strengths in integrating industry and finance, coordinates financial and real-economy resources, actively participates in building the retirement ecosystem, and provides comprehensive financial solutions for the transformation and upgrading of the retirement industry.

**　　Senior-friendly services: More warmth, more trust**

Through coordinated efforts across online and offline channels, China Everbright Bank makes senior-friendly services truly “warm and trustworthy.”

**　　Online**, it continues to build an integrated retirement finance service system. It upgrades the “Ai Jian version” mobile banking, expands the service scope of the “Social Security Cloud Payment” mini program, and improves the experience of senior-friendly and barrier-free services. In the mobile banking app, it opens two special zones—retirement finance and personal pensions—bringing together an asset view, retirement planning, product purchases, and rights and benefits services, providing customers with one-stop solutions. The 95595 “Guangyin Years” hotline supports remote consultation for older customers with instant connection to human agents, having served more than 1 million people, with a satisfaction rate of 99.74%.

**　　Offline**, it continues to promote upgrades of senior-friendly services at branches. Currently, more than 1,500 branches have completed senior-friendly upgrade and renovation, with barrier-free service phone lines, smart banking service areas, senior-friendly care equipment, and more—all the way from a level ground surface to priority-service signage, with every detail striving for safety, comfort, and convenience. The “Retirement Finance Service Center” keeps expanding its coverage; it is understood that more than 100 have been established. In addition, training and certification for retirement planners continues on an ongoing basis, with the team expanding by nearly 500 people. The goal is to build a team of 1,000 retirement planners to provide customers with personalized retirement planning.

For two consecutive years, China Everbright Bank has carried out a “Respect for the Elderly Service Month” campaign, partnering with branches nationwide to conduct themed services such as “Health Enjoyment Stations,” “Wealth and Peace of Mind Workshops,” and “Retirement Experience Trips.” During the second event in October 2025, nearly 1,500 events were organized across the country, covering more than 500k older customers. It turns brand warmth into a tangible warm experience that people can see and feel.

With its system-based deployment in retirement finance and continuous social welfare practices, China Everbright Bank has successively won multiple authoritative awards, including the “2025 Bauhinia Award — Annual Retirement Finance” by Tsinghua Financial Review, and the “2025 Retirement Finance Service Q-Tianji Award” by Securities Times, among others. Its brand influence and social reputation continue to improve.

From an early mover in retirement finance to a deep engager, China Everbright Bank has consistently written its answer sheet for “finance with warmth” through action, focusing on doing the big article on retirement finance well. Its solid practices not only demonstrate the political and people-centered nature of financial work, but also become a practical model for actively responding to the national strategy of an aging population. Looking ahead to the new journey of the “Fifteenth Five-Year Plan for the 5-Year Period to 2029,” China Everbright Bank will continue to innovate its service models, expand service content, deepen an ecosystem-based pattern of “finance + real economy,” and serve national strategies and respond to public livelihood concerns with professionalism and responsibility,彰显 the responsibility and mission of a state-owned financial enterprise.

(Responsible editor: Wang Lei)

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