As running takes root as a new lifestyle culture, competition is intensifying in so-called healthcare finance, which combines health management with personal finance. The trend is evolving beyond simply offering deposit and savings interest rates, linking users' exercise records, card spending and platform activity to financial benefits.

As of May 11, the industry estimates the number of runners in South Korea at more than 10,000,000. As the running-related market grows rapidly, particularly among younger people, marketing competition using the trend is also expanding.

In line with the shift, commercial banks are rolling out products tied to running and walking platforms to target demand for health management. They are focusing on securing MZ consumers and the running population by offering higher preferential rates for more activity and emphasising various rewards.

KB Kookmin Bank introduced the KB Dallija Savings linked to the Dallija running service. Preferential rates vary depending on the distance a customer runs each month, and customers can receive up to 7.2 percent annual interest when preferential conditions are added to the base rate. The monthly saving limit is 300,000 won, and it is a six-month flexible savings product.

A key feature is that preferential rates are applied on a tiered basis depending on cumulative monthly running distance. Customers receive an additional rate if they run 10 km or more, and preferential benefits increase further if they reach half-marathon or full-marathon levels. KB Kookmin Bank is also operating exercise record management and reward functions through its Dallija running platform launched earlier. The service is drawing attention as sign-ups rose quickly after launch.

Shinhan Bank released the Shinhan Running Shoes Savings linked to its health platform. The product offers up to 7.5 percent annual interest depending on whether customers sign up for the Shinhan 50+ Walk service for seniors and the Shinhan 20+ Run running platform, and on card spending performance.

The product is characterised by linking participation in the health platform itself to financial benefits. It raises rates by combining a base rate with preferential benefits for platform sign-up, new customers and card spending performance. Shinhan Bank is linking health management and financial services based on users of its walking and running platforms.

Most recently, Hana Bank also launched the Dallyeora Hana Savings, a savings product based on running records. It measures users' cumulative running distance to provide preferential rates, with interest of up to 6.0 percent per year. The monthly payment limit is 300,000 won and the subscription period is one year.

It links customer exercise data by using health management services within its mobile app, and provides an additional rate when cumulative running distance exceeds a certain level. It was also designed to allow preferential benefits depending on fitness verification or friend-invitation results. The bank is also running events offering prizes such as running shoes and smartwatches to secure running demand.

The financial sector is moving to expand healthcare finance because running and walking culture is rapidly becoming mainstream. Banks are also working to increase customer time spent by combining running communities and challenges with health platforms and card benefits, beyond simple product sales.

Analysts say the strategy is aimed at increasing customer lock-in effects by creating a structure in which health management activities naturally lead to financial transactions.

A banking industry official said that as interest in exercise and health management grows, attempts to link them to financial benefits are increasing. The official said linkage with other financial services is also likely to become more active in the future.