By Lee Min-hyung
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| Lee Sang-rae, chief digital officer at NH Financial Group |
NH scouted Lee in July 2020 for the vice president-level position, speaking highly of his decades-long experience in data analysis. The NH executive worked for about three decades at Samsung SDS, an IT systems subsidiary of Samsung Group.
He majored in statistics and has a broad range of experience in data-related businesses while working for the firm's data solutions consulting, analytics and marketing teams.
When Lee joined NH, it made headlines in the industry as it was the first time that an outside figure was appointed to such a high-ranking position at the company.
"NH Financial Group identified Lee as the most qualified person who can drive the group's digital transformation and data-related projects thanks to his data expertise and broad range of practical experience within the industry," the group said in a statement after hiring Lee. "Lee will help NH reach a tipping point in digital finance."
Lee is expected to focus on developing NongHyup Bank's banking app by adding a series of new services into its Allone Bank application. The app has recently integrated a set of financial services offered by NH's other subsidiaries such as card, insurance and securities.
Under Lee's leadership, NH aims to launch new services such as stock trading and gold investment for users of the app, sometime later this year.
The NH executive will also place the group's digital focus on attracting younger customers. Toward that end, he has reiterated the group's drive to widen its business portfolio into areas that Generation Z and Millennials pay special attention to, such as metaverse and online platforms.
This is part of the group's efforts to reduce its reliance on its major customer base of people in their 40s to 60s.
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