Affin Bank Berhad | Annual Report 2020

future headwinds. Through prudent capital management, we will ensure that our capital levels remain robust as we continue to maintain the optimum capital for the future needs of our business. ENGAGING ALL OUR STAKEHOLDERS Every aspect of the business is crucial in ensuring the highest performance, especially in tough times. This is why we engage every stakeholder, from customers and suppliers, investors, regulators and employees, to the communities we serve. Our topmost priority during this pandemic has been to safeguard the well-being of our employees and customers. The Bank will continue to support its customers who have been adversely impacted by the pandemic and are in dire need of financial aid, by providing financial relief facilities under various programs, including BNM schemes, the Bank’s Financial Assistance and Instalment Relief (FAIR) and Expanded Targeted Repayment Assistance (XTRA). To date, the Bank has helped more than 35,000 customers under the various financial assistance programs. We are also extensively promoting the financial relief facilities through our various communication channels. Staff development remained another important agenda for the Group’s growth strategy in 2020. Given the evolving banking environment arising from more stringent regulatory requirements and the changing dynamics of customer expectations and banking trends, the Group continued to initiate steps to ensure the relevance and competency of staff and ensuring their readiness for future challenges. We intend to be a continuous learning driven organization, embedding the values and culture of being respectful, empowering and collaborative to attract and retain the best talents NEW IDENTITY AND KEEPING CUSTOMERS AT OUR HEART In November 2020, we unveiled our new brand identity in conjunction with our 45th year of serving the Nation. Our new refreshed logo, featuring the national flower, the hibiscus, is a modern emblem symbolising courage, life and rapid growth. We launched our new tagline ‘Always About You’ which is our promise that our customers are at the heart of everything we do. We aspire to make banking seamless and convenient for our customers, and we are always looking at how we can improve to ensure we meet their current and future needs. With this in mind, as part of our rebranding strategy, we introduced several initiatives to our customers. We launched AFFIN AVANCE to cater to the mass affluent, AFFIN INVIKTA, which provides personalised solutions to high-net-worth individuals, AFFINMAX for Corporate clients and an upgraded SMEColony for SMEs. The pandemic has also accelerated the demand for digitalised product offerings, evidenced by the significant increase in online transactions during the pandemic. To support the increasing demand for digital products and further increase in operational efficiency, the Bank has several exciting digital initiatives lined up in 2021. The Bank has allocated a total budget of RM178 million for this purpose. Among others, we plan to introduce our new Lifestyle Banking App and Branch Delivery System in 2021, giving our customers the experience of a digital offering in the market. Our customers and our wider community, will benefit from the agile comprehensive digital ecosystem that we are creating. The agile platform will support robust product offerings and scalability. METAMORPHOSIS JOURNEY Our AIM22 journey, which is also known as our Metamorphosis Plan, is to transform every corner and space of AFFIN Bank Group completely. We are evolving and changing every day, week and month. The inspiration we get is from our customers, who cheer us on and cannot wait in anticipation for what comes next. The list of things we plan to do the stretches a mile long, and shareholders and customers will witness our new offerings and services almost every month in 2021. I always remind my team that customers expectations are high, but the Affin Team has been able to rise to these expectations. The journey forward is already committed so there is no turning back and the momentum is gaining speed. ACKNOWLEDGEMENTS Throughout these endeavours, we’ve been steadfast in our commitment to sustainability. In recognition of our efforts in driving the country’s sustainable energy agenda, AFFIN ISLAMIC was awarded the Special Award - Sustainable Energy Financing (Islamic Financing) category for the National Energy Awards 2020, organised by the Ministry of Energy and Natural Resources. I would like to take this opportunity to thank our stakeholders – our network of partners, shareholders, employees, as well as our customers and communities – for your continued support. It is with this spirit of courage and optimism that we will continue to serve you. Datuk Wan Razly Abdullah bin Wan Ali 30 April 2021 17 MESSAGE FROM THE PRESIDENT AND GROUP CHIEF EXECUTIVE OFFICER AFFIN BANK BERHAD 197501003274 (25046-T) | ANNUAL REPORT 2020 5 1 2 3 4 Robust performance management To build value and improve efficiency DIGITAL TRANSFORMATION ACCELERATION PEOPLE: TEAM HIGH PERFORMANCE CULTURE ROE FOCUS: VALUE CREATION PRODUCTIVITY AND EFFICIENCY TURBO CHARGED CASA To elevate the level beyond 7.0% Improve productivity with enhanced assets quality and capital management To minimise funding cost AIM22 TARGET