MSB leads the way with FPT – AKA – mParticle in transforming data into superior customer experiences

On July 30, 2025, MSB Bank, in collaboration with its partners, hosted “MSB Humanizing Banking: Martech in Action,” unveiling a cutting-edge Martech platform designed to accelerate personalized customer engagement and set a new benchmark for customer experience. FPT Corporation and AKA Digital Vietnam, in partnership with mParticle, serve as the key technology providers behind the initiative, delivering a Customer Data Platform (CDP) solution – one of three core technology pillars forming the foundation for MSB’s bold transformation in the banking sector.

MSB and strategic partners unite at “MSB Humanizing Banking: Martech in Action”

Amid the banking sector’s accelerated digital transformation in alignment with Government direction and Resolution 57-NQ/TW, digital services are becoming increasingly similar across institutions. In response, MSB has chosen to lead by focusing on elevating the customer experience, right from the initial point of contact to the entire service journey. Beyond simply building digital platforms, MSB places strong emphasis on optimizing interaction channels to enhance connectivity, ensure rapid response, and deliver tailored solutions that meet each customer’s unique needs.

Speaking at the event, Mr. Nguyen Hoang Linh, CEO of MSB, emphasized that the launch of the MarTech platform marks a breakthrough transformation for the bank. In the post-COVID era, both banking digitalization and consumer behavior have evolved rapidly, placing MSB in a new and more dynamic competitive landscape.

Mr. Nguyen Hoang Linh, CEO of MSB, speaks at the event

MSB’s MarTech solution is built as a tightly integrated ecosystem centered around three core pillars: Customer Data Platform (CDP), Campaign Management Platform (CMP), and Customer Experience Management (CXM). This system empowers the bank to establish a robust data foundation for in-depth analytics, execute targeted and effective marketing campaigns, and seamlessly optimize the customer journey with consistency and precision.

MSB officially launched the platform in collaboration with its partners as part of the ceremony

Customer Data Platform (CDP) – an internationally recognized solution by mParticle is deployed in Vietnam with the strategic support of FPT and AKA Digital. The CDP is described as the “intelligent central brain” of the bank. It enables the collection, management, and analysis of customer data across multiple touchpoints, empowering MSB to gain deep behavioral insights and deliver seamless, personalized, omnichannel experiences. The development of the CDP marks not only a strategic move to realize MSB’s ambitions, but also affirms the bank’s readiness to pursue in-depth digital transformation – starting with its most valuable asset: customer data.

Throughout the project, FPT played a critical role in connecting the CDP to MSB’s core data ecosystem, while AKA was responsible for integrating software development kits (SDKs), implementing CDP use cases, and ensuring business case alignment, delivering full operational synchronization across the platform.

This is one of the first large-scale, methodically deployed CDP projects in Vietnam’s banking sector. It integrates data from the website, mobile app, and key banking systems, setting the foundation for intelligent, customer-centric marketing operations.

The CDP rollout adhered to rigorous international standards, with a comprehensive evaluation and selection process to ensure solution compatibility and world-class quality. During implementation, FPT and AKA contributed significant expert resources and technologies, enabling rapid progress: within one month, the integration model was clearly defined; after just 88 days, core use cases were officially activated and operational.

The complexity of the project required close collaboration – not only among implementation partners but also across MSB’s internal departments. Thanks to strong leadership, deep technical expertise, and the professionalism and commitment of all involved teams, the project achieved outstanding milestones.

Reflecting on the results, Mr. Nguyen Minh Long, Co-founder and CEO of AKA Digital Vietnam, shared: “Since August last year, the CDP has delivered tangible outcomes. The platform has successfully integrated real-time data from key sources including our website, mobile app, and core EDP system. It also incorporates feedback loops from technology partners such as Insider, Appsflyer, and Cortex AI. With a unified data foundation in place, the system now supports both customer engagement across platforms like Facebook, Google, and Qualtrics, as well as advanced analytics with tools such as Indicative and S3.”

Mr. Nguyen Minh Long, Co-founder and CEO of AKA Digital Vietnam, shares insights on the project’s outcomes 

As a result, the platform has successfully enabled the implementation of 14 practical use cases, enriched over 700 customer attributes, and reduced reporting workload by up to 90% – thanks to its comprehensive, accurate, and highly connected data across multiple channels.

Mr. Dao Hong Giang, representing FPT Corporation, speaks at the event

Mr. Dao Hong Giang, Executive Vice President and Director of Banking and Finance Sector at FPT IS, FPT Corporation, emphasized: “The results achieved clearly reflect MSB’s ambition in building a seamless MarTech platform. This is also a valuable opportunity to showcase the role of domestic technology partners – organizations that have proven their quality and expertise – demonstrating their capability to accompany the Vietnamese banking sector on its digital journey. FPT and AKA are committed to continuing our partnership with MSB and its partners in the next phase, to fully unlock the value of the CDP platform.”

More than just a strategic move, MSB’s investment in the CDP reflects its readiness to place data at the core of its end-to-end digital transformation journey—aligning with its aspiration to become a pioneering bank that delivers modern, streamlined, and convenient experiences to customers. This direction is fully consistent with its brand mission: “For a more convenient life.”