BIDV HOME - FROM A HOME LOAN APP TO A DIGITAL ECOSYSTEM
With over 540,000 registered customers and more than 70 connected real estate projects, BIDV Home is building a digital ecosystem to support the journey toward homeownership. The September issue of Digitalk explores the technology platform, incentive mechanisms, and the challenges of changing sales practices.
On the afternoon of September 21, at the 4th-floor auditorium of the BIDV Training Center, the September Digitalk took place under the theme “BIDV Home – Building a Digital Ecosystem for the Homeownership Journey.” More than 200 staff members attended in person, while a large number of employees across the entire system followed the event online via BIDV Life and Webex.
The panel discussion featured four speakers: Ms. Pham Phuong Lan, Deputy Head of the Retail Banking Division; Ms. Nguyen Thi Kim Oanh, Director of the Retail Products Department; Mr. Pham Van Toan, Director of the Tay Ho Branch; and Mr. Nguyen Trong Kien, Deputy Director of the Software Development Center. To begin, each speaker selected a keyword to describe BIDV Home: Trustworthy; Dedicated – Empathetic; Professional; Integrity – Transparency. These keywords also encapsulated the spirit of the discussion.
Homeownership is a major life event. To complete this journey, customers need more than just a loan: they need a convenient, transparent process from start to finish. According to Ms. Pham Phuong Lan, many major banks such as DBS (Singapore) and KB Kookmin (South Korea) have already seized this opportunity, building ecosystems rather than selling individual products. With its leading position in the home loan market, BIDV has identified this as a strategic pillar of its retail business, in line with the spirit of “With BIDV, you have a home.”
Data shows that the strategy has been successfully implemented. BIDV Home currently connects more than 70 real estate projects across all three regions of Vietnam, as well as VinFast electric vehicle models. The platform has over 540,000 registered customers. The new system alone, which went live in January 2026, has attracted 74,000 customers in just 8 months, averaging about 3,000 active users per day.
BIDV Home – A Connecting Platform, Benefiting All Three Parties
According to Mr. Nguyen Trong Kien, BIDV Home was designed with a connectivity-first mindset, rather than as a standalone app. AI Search enables natural language search; Map View provides a visual display of price maps and urban planning.
The core systems—RLOS, CoreProfile, SmartBanking, and ECM—are interconnected, synchronizing data nearly in real time. Open APIs allow partners—developers, real estate platforms, and car showrooms—to connect directly. As a result, customers can progress from viewing property listings to initiating a loan application on the same interface.
Mr. Nguyen Trong Kien also outlined two development directions: strengthening AI and personalization (AI Sales, AI Smart Distribution, AI asset valuation); and testing technologies that are still new in Vietnam—such as blockchain and real estate tokenization—to be ready to break through once the legal framework permits.
Ms. Nguyen Thi Kim Oanh emphasized: An ecosystem is sustainable only when all three parties benefit. Customers enjoy greater convenience and clear benefits: a 0.1-0.3% reduction in mortgage interest rates and a 2% discount on VinFast vehicles purchased through the platform. Branches gain additional revenue from advisory fees and new customers through the partner channel. Partners gain an additional channel to reach high-quality, easily convertible customers. To encourage branches to proactively pursue opportunities rather than merely refer leads, BIDV implements a specific incentive mechanism: VND 10 million for branches and VND 10 million for individuals upon successfully connecting a project; immediate bonuses of VND 5 million per housing transaction and VND 2 million per VinFast vehicle transaction.
Integrating BIDV Home into the daily sales process
The most notable perspective came from Mr. Pham Van Toan, who is directly implementing the initiative at the Tay Ho Branch. According to him, customers appreciate the seamless experience most: researching, receiving advice, and registering all on the same platform; tracking application progress in real time, with an immediate “ting ting” notification whenever the application status changes. He was candid: the biggest challenge isn’t the technology, but changing the sales habits of the staff themselves. If BIDV Home is viewed merely as an app for “additional promotion” and not integrated into daily sales processes, it will be difficult to achieve high effectiveness.
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In her closing remarks, Ms. Pham Phuong Lan delivered a simple message to all staff members: BIDV Home is not just another digital product, but a concrete manifestation of the bank’s digital transformation strategy. She hopes that every staff member will take the initiative to learn about, advise on, and provide real-world feedback to refine the platform, making BIDV Home a trusted companion on the journey toward secure housing for millions of customers.
The program concluded with a Q&A session and a Kahoot minigame titled “Let’s Learn More About BIDV Home.” The Technology Department presented commemorative gifts to the speakers.
