Fubon Financial Holdings and its subsidiaries—Taipei Fubon Bank, Fubon Insurance, and Fubon Securities—are expanding their efforts to support elderly customers, particularly those with dementia. The three companies have introduced "Dementia-Friendly Identification Stickers" at more than 200 business locations across Taiwan as part of a broader initiative to create a safer environment for seniors.
Ahead of the Double Ninth Festival, Taipei Fubon Bank led the rollout by designing exclusive stickers now displayed at all its branches nationwide. Fubon Insurance and Fubon Securities have also joined in displaying these stickers. According to the company, this demonstrates their commitment to protecting seniors with dementia and fulfilling social responsibility. Additionally, Fubon Insurance has completed applications for its headquarters and 17 branch offices to join the Dementia-Friendly Organization as of September. Fubon Securities is participating as well, with 22 branch offices in Taipei and Kaohsiung applying for membership in the same organization.
Taipei Fubon Bank has taken further steps by partnering with MacKay Memorial Hospital on a "dementia-friendly mystery shopper audit." This involves assessing how well branches adhere to dementia-friendly practices; any service gaps found are used in staff training programs. The bank has also applied to local governments for inclusion in dementia-friendly organizations and plans to introduce virtual reality experiences by year-end. These VR simulations will help staff understand challenges faced by people with dementia so they can provide more attentive services.
“Dementia has become an unavoidable issue in a super-aged society,” said Taipei Fubon Bank. “Moving forward, the bank will continue improving branch accessibility and enhancing staff soft skills to contribute to social inclusion and the common good.”
Fubon Insurance is working on multiple fronts to improve senior care within its operations. In addition to tailored counter services for elderly clients, it established a Taiwanese language customer service hotline for rapid assistance. Earlier this year, Dr. Lin Cheng-Ju from Mackay Memorial Hospital’s Dementia Prevention Center provided professional training for branch managers covering symptoms, prevention methods, and case studies using “STEEP” principles for better interaction with dementia patients. All 2,700 employees have completed online training related to dementia care.
Fubon Securities has focused on professional training programs that help employees recognize signs of dementia among customers. As of late October 2025, nine branches in Taipei City, eight in New Taipei City, and five in Kaohsiung City have applied through local health bureaus to join the dementia-friendly organization initiative. Over 1,500 employees at business locations throughout Taiwan have received relevant training.
The company stated: “Through these more considerate services, Fubon aims to ensure that dementia patients and their families feel reassured and respected when interacting with the company.” It added that it seeks an experience that is "environmentally friendly," "communication-friendly," and "service-friendly" while connecting individuals with appropriate healthcare or police resources when needed.
These initiatives reflect growing awareness among financial institutions about Taiwan’s aging population—a trend recognized nationally as the country becomes a super-aged society—and aim to strengthen protections for vulnerable groups through practical measures.