为全面落实积极应对人口老龄化国家战略，有效满足"银发"客群全方位、多层次的金融服务需求，紫金 农商银行秉持金融服务的政治性、人民性，以网点适老化改造、产品适老化倾斜、服务适老化延伸为抓 手，统筹推进养老金融综合服务，用情用力书写养老金融大文章。 有所享：网点适老化升级 紫金农商银行聚焦养老金融痛点难点，严格按照适老化服务改造标准，持续优化厅堂服务环境和金融功 能，着力提升老年客户业务办理的便捷性和舒适性。 "服务好不好，老人说了算！"金牛湖支行负责人对员工说道。走进省级适老网点金牛湖支行，适老化改 造的"温度"扑面而来。在"银发关爱区"，老花镜、轮椅、急救箱等适老设施一应俱全；在"助老爱心窗 口"，"密码键盘闪亮提示标签"格外醒目；在"老年文化活动室"，一场场有声有色的反诈情景剧正在上 演…… 这只是紫金农商银行积极落实网点适老化改造的一个缩影。该行在营业厅堂外设置无障碍通道，增添无 障碍扶手，张贴醒目的"注意台阶""小心地滑"等适老化指引标识和紧急联络电话；厅堂内设置爱心座 椅，配备老花镜、便民服务箱、放大镜、轮椅等便民服务设施；为老年客户专设"绿色服务"通道，开 设"爱心窗口"，设置敬老服务专员，全程为老 ...

Core Insights - The rapid development of fintech has led to the widespread application of intelligent and digital services in banking, but a digital divide remains a barrier for some elderly individuals to access financial services [1] - Banks are focusing on breaking this digital divide to enhance service quality and efficiency, recognizing that online channels alone cannot fully cover the elderly customer base [1][2] - Community bank branches are seen as crucial in bridging the last mile of financial services, with a particular emphasis on the elderly demographic [1][2] Group 1: Service Enhancement for the Elderly - Minsheng Bank's Beijing branch has prioritized the elderly as a key target for community services, continuously upgrading branch facilities to enhance service convenience and safety [2] - The bank has implemented various supportive measures, including "love windows" and green channels to reduce waiting times for elderly customers, as well as personalized one-on-one services [2] - All branches have met the "Beijing Banking Industry Standards for Financial Services for Visually Impaired Consumers," with 86 branches achieving the "Beijing Banking Industry Demonstration Window Service Standards" [2] Group 2: Fraud Prevention and Financial Education - The rise in illegal fundraising and telecom fraud targeting the elderly has prompted banks to take on the responsibility of safeguarding customer funds [3] - Minsheng Bank conducts regular financial education activities in collaboration with community branches to enhance elderly individuals' awareness of risk prevention [3] - The bank is also developing a tailored product system for elderly clients, offering risk-matched savings, investment, and commercial pension products to balance asset safety and wealth growth [3] Group 3: Community Integration and Cultural Activities - Minsheng Bank's community services extend beyond financial offerings, actively engaging in community life through various activities such as fraud prevention campaigns and cultural events [4] - The bank has partnered with Tencent Video to host cultural activities for the elderly, successfully attracting over 4,000 participants across multiple events [4] - The bank plans to continue focusing on the needs of elderly customers, enhancing service quality and brand development in the field of elderly financial services [4]