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#43

Digital Finance: Leading the Industry

In the realm of digital finance, First Bank adopts "Digital First" as its core philosophy, emphasizing digital platform optimization, service diversification, and process reengineering. Its goals include enhancing digital market share, penetration rates, and contributions from digital assets. In 2017, First Bank introduced the digital IP character “Leo" to engage digital-native generations through social media marketing. The official Facebook fan page "First Bank - Goodies Galore" ranks first among Taiwanese financial institutions in terms of fan base. Catering to digital demographics, the bank developed the mobile app "iLEO" to promptly meet customer needs, embodying the service philosophy of "Finance in Daily Life." These efforts continue the bank's century-old commitment to "Customer First, Service Foremost.