Bank of Ayudhya PCL (SET: BAY or Krungsri) has revealed that the financial capability of Thai people has continued to improve, reaching 71.4%, signalling a positive trend that reflects growing awareness of financial knowledge as a key driver of improved quality of life.
Krungsri emphasises that financial knowledge can translate into sustainable and long-term wellbeing only when it is built upon a strong and stable financial foundation. This perspective underpins the perspective of ‘Financial stability is a solid foundation for a sustainable life journey,’ which forms a core principle of the ongoing ‘GO Sustainable with Krungsri’ campaign.
Alongside this, Krungsri shared insights into the financial behaviours of four generations living in today’s rapidly changing world, each facing distinct life challenges. The Bank is also strengthening its financial solutions, including ‘Financial Health Check’ and ‘Krungsri The COACH,’ while continuously providing financial knowledge through articles and social media content.
These initiatives aim to serve as practical tools that enable Thai people to establish a sustainable life journey grounded in financial stability — in a way that is simple, accessible, and actionable from the outset.
Ms. Mingkwan Pattanawong, Krungsri Head of Corporate Branding and Marketing Division, said “Many people may question how finance relates to sustainability, or may view sustainability as being limited to environmental issues or green spaces. In reality, finance is deeply connected to almost every dimension of life and represents a critical foundation that enables sustainability to take shape in a tangible and lasting way.
As a financial institution, Krungsri has begun driving this philosophy from within the organisation by embedding a Sustainability DNA among all employees. In addition to environmental initiatives such as waste reduction and energy efficiency, Krungsri places equal importance on strengthening financial literacy and understanding sustainable finance, enabling employees to become role models who demonstrate both disciplined lifestyles and professional financial management capabilities.
This internal commitment has been expanded externally to customers and society through the ‘GO Sustainable with Krungsri’ campaign, which has been carried forward continuously since 2024. Krungsri believes that sustainability is not a distant or abstract concept, nor something that must wait for the future, but rather a process of change, adaptation, and concrete action. This belief aligns with the evolving behaviour of Thai people, who are increasingly prioritising strong financial foundations as a cornerstone of long-term stability.”
Financial Awareness Among Thais Continues to Improve
Data from Krungsri Research, based on analysis of financial behaviours across age groups and ongoing customer insight studies, indicates positive momentum in financial awareness among Thai people. These findings reflect a growing emphasis on financial knowledge as a pathway towards longer, higher-quality lives.
According to the ‘Saving Behaviour Survey: Decoding the Saving Habits of Thai Consumers 2025,’ Thailand’s average financial capability score has risen to 71.4%, increasing from 67.4% in 2020, and exceeding the OECD (Organisation for Economic Co-operation and Development) average of 60.5%. This assessment is based on three key dimensions:
- Financial Knowledge, which increased significantly to 69.7%, reflecting improved understanding of interest rates and financial risks.
- Financial Behaviour, which rose to 70.3%, driven by stronger budgeting discipline and consistent saving habits.
- Financial Attitude, which remains high at 76.8%.
87.5% of Thai households save a portion of their income, primarily through low-risk instruments such as cash or dedicated savings accounts. Around 60% demonstrate sound financial discipline, saving or investing on a monthly basis and allocating 20-30% of their income, in line with recommendations from the Bank of Thailand (BOT).
Upon receiving income, 38% of Thai people prioritise debt repayment as their first financial action, indicating heightened awareness of financial obligations.
61.1% of the Thai population have established retirement financial plans and have begun saving towards this goal. However, only 15.7% are able to fully follow their plans consistently.
“These findings highlight a strong desire among Thai people to enhance their financial capability in pursuit of longer, more secure, and higher-quality lives. As a connector between financial knowledge and sustainable outcomes, Krungsri is therefore advancing both financial literacy initiatives and financial inclusion solutions to build a resilient and sustainable financial ecosystem.
This year and next, Krungsri is therefore building on the GO Sustainable with Krungsri campaign in the social dimension through the perspective that ‘the starting point of a sustainable life is financial stability’, with the intention of transforming sustainability from something that once felt distant into something tangible and accessible — ultimately leading to real financial security in the lives of Thai people,” said Ms. Mingkwan.
Financial Insights Across Four Generations in Thailand
To foster genuine understanding of financial capability and enable sustainable living in practice, Krungsri has taken an empathetic approach to analysing the needs of each generation. It found that different life stages result in distinct financial priorities and behaviours, as outlined below.
1) Gen Z – Early Career Stage (aged 20-30): Fast Builders Seeking Balance and New Forms of Wealth
- Having grown up amid uncertainty caused by the COVID-19 crisis and natural disasters, Gen Z recognises life’s unpredictability and begins financial planning earlier than previous generations, aiming for success in both career and personal life by around 53 years of age.
- This group is the most active in generating multiple income streams, with more than 38% earning income from two or more sources, while placing strong emphasis on work-life balance and lifestyle fulfilment.
- Gen Z prioritises emergency savings equivalent to 3-6 months of expenses, invests in self-development, plans for long-term retirement, and integrates sustainability considerations into financial decisions.
2) Gen Y – Family-Building Stage (aged 30-40): The Pillar of the Household Managing Comprehensive Stability
- Gen Y recognises its responsibility in supporting family members and focuses on long-term asset accumulation, such as home and vehicle ownership, often expecting to own property by the age of 31.
- This group has the highest expectation for post-retirement income, at 35,000 baht per month, exceeding the national average.
- Financial stability is pursued through life and health insurance, children’s education funds, and a preference for lower-risk investments to preserve capital.
3) Gen X – Stability and Transition Stage (Aged 40-55): Accelerating Debt Reduction and Professional Retirement Planning
- 79% of Gen X have already prepared formal retirement plans, with an average intended retirement age of 59.
- As the sandwich generation, they support both children and ageing parents, leading to higher expenses; nevertheless, financial discipline has improved, with 30% able to save in line with their plans.
- Priorities include eliminating debt, generating passive income from property or dividends, and allocating 41% of their portfolios specifically for retirement through low-risk instruments such as RMFs and provident funds.
4) Baby Boomers – Independent Later Life (Aged 60 and Above): Active Ageing Without Fully Retiring
- 83% planned their retirement finances in advance and seek a fulfilling and peaceful later life.
- 32% continue to earn primary income from work, requiring careful expenditure management to ensure financial sufficiency for 20-25 years after retirement.
- This group places the highest importance on healthcare expenses and wealth preservation, favouring low-risk assets such as deposits and endowment insurance to safeguard capital throughout their lifetime.
These insights reinforce Krungsri’s belief that sustainable living must begin with sound financial foundations, aligning with the philosophy of ‘Financial stability is a solid foundation for a sustainable life journey.’
Krungsri has further strengthened two key solutions to help Thai people take tangible action:
1) Krungsri Financial Health Check
An easy-to-use online financial health assessment tool that enables users to evaluate their financial readiness in relation to life goals. By answering a short series of questions in a conversational format, users receive instant results and basic recommendations via LINE @Krungsrisimple by typing ‘เช็คสุขภาพการเงิน’ (Check Financial Health).
2) Krungsri The COACH
A comprehensive knowledge and advisory platform offering expert guidance under the concept ‘Your Money Coach, Made Simple.’ The platform addresses all aspects of financial management — including saving, spending, debt management, protection, and investment — in a clear, practical, and inspiring format suitable for every life stage.
Available at www.krungsri.com/th/krungsri-the-coach, the platform accounts for more than 20% of total website traffic, while video content recorded 62% year-on-year growth, achieving more than 45 million views across Facebook, YouTube, and TikTok.
In addition, Krungsri Simple’s social media channels continue to share financial insights through articles and posts, supporting Thai people in taking their first concrete steps towards sustainable living grounded in financial stability.
“Krungsri remains firmly committed to sustainability through consistent action, aiming to bring sustainability closer to everyday life by strengthening the financial foundations that genuinely support the way Thai people live,” concluded Ms. Mingkwan.
