HSBC encouraged bank staff to refer customers to the Nursing Home Fees Agency (NHFA), according to an alleged training video.
The bank was fined a record £10.5m in December for mis-selling investment bonds to elderly customers.
A statement released by HSBC at the time claimed the NHFA advisers were separately authorised and advised only "a small number of customers on structuring their finances to meet ongoing care costs".
However, the video, seen by IFAonline and allegedly sent to HSBC branch staff after the bank purchased NHFA in 2005, appears to show how to refer children of elderly clients to the care home specialist.
In the video, the then-general manger of Premier and Wealth Irene Dorner - now CEO of HSBC's US arm - says "the future of care is HSBC... with the cost of care about to quadruple in the next 20 years, you'll see how important it is. We at HSBC are in the perfect position in the market to benefit from this because we now have the market leader within the group."
It is followed by a role-playing scenario, apparently set in an HSBC branch, where a woman wearing a HSBC name badge questions a customer on a large lump sum recently deposited in his account.
When the man replies it was from the sale of his deceased father's house, the employee suggests contacting NHFA for advice on how to pay the care fees of his elderly mother.
NHFA's then business development director Diana Roberts also appears, telling viewers how to source leads for NHFA.
"The first source will be the enduring power of attorney accounts," she says. "If someone is acting as an attorney for someone, that person is definitely in need of care. If you're not able to manage your finances you need care.
"The second source is people between the ages of 45 and 70. They are children who have parents or even grandparents who need long term care. No-one should be afraid to open the subject with them - because often people are desperate for advice."
A HSBC spokesperson said the video did not necessarily contradict the bank's previous position.
"That was the avenue that we sent people to if they wanted long term care," he said. "The company was bought to provide long term care, so we would refer them to NHFA as IFAs. We needed to let our staff know about the facility they offered."
Last month IFAonline reported that NHFA staff were allowed into branches to meet HSBC customers.
Former NHFA adviser Tom Scott said: "I used to see clients in HSBC branches, and in joint meetings with HSBC staff. It was a very strange relationship, and I have no idea why they ran it in the way they did."
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