The brief

HSBC wanted to drive ‘loyalty beyond reason’ from HSBC Premier’s notoriously hard to impress, high-net-worth customers, through an exclusive, luxury membership programme, with brand partnerships at its core.

Creating the extraordinary together

Together we created JADE by HSBC Premier, an invitation only programme, which was an entirely new proposition for HSBC, based around the key pillars of Exclusivity, Quality and Discovery. Designed to inspire and unlock new opportunities and banking benefits around the globe; with a lifestyle concierge and a global suite of luxury brand partners providing exclusive benefits, engaging content and events across key markets.

Our JADE global partners: Mandarin Oriental Hotel Group, Etihad Guest, Small Luxury Hotels of the World, Berry Bros & Rudd, Bowers & Wilkins, Artspace.

The success story

JADE continues to provide strong financial return for HSBC.

Launched in 7 markets between June 2016 and 2017 (UK, France, Hong Kong, Canada, US, China, Singapore).

93% of client base enrolled into JADE and counting.

Driving strong financial growth.

Work with us

If you think we could help you and your brand, we’d love to work with you. Drop us a line and let’s talk.

Call Anne Parsons on 0203 111 0507
or email