AFFIN Group is entering the next phase of its AFFIN Axelerate 2028 (AX28) plan as it advances towards becoming Malaysia’s Modern and Progressive Banking Group. Anchored on three core pillars, unrivalled customer service, digital leadership, and responsible banking with impact, AFFIN is moving beyond traditional banking to deliver lifestyle-driven experiences. Guided by AX28, the bank is evolving into a forward-looking institution that anticipates needs, responds with relevance, and enriches every customer touchpoint.
At the heart of AX28 is the belief that modern banking must be personal. As President & Group Chief Executive Officer, Datuk Wan Razly Abdullah observes, customers increasingly expect their bank to understand their ambitions and respond with sincerity and precision. This focus on personalisation and empathy underpins the first pillar of unrivalled customer service, where experiential lifestyle offerings now set AFFIN apart in an increasingly competitive landscape.
This balanced, customer‑centric approach is reflected in the Group’s performance across key metrics. As of December 2025, year‑on‑year loan growth reached 10.4 per cent, lifting total loans to RM79.5 billion (approximately USD 20.1 billion). Total assets expanded from RM69 billion (USD 17.5 billion) in 2020 to RM124 billion (USD 31.4 billion) by end‑2025, while market capitalisation grew from RM3 billion (USD 0.76 billion) to nearly RM7 billion (USD 1.77 billion) over the same period, signalling steady progress anchored in disciplined growth.
The momentum is anchored by AFFIN’s brand promise: “Always About You.” What began as a symbol of empathy has evolved into a guiding philosophy for AX28, shaping how the bank designs solutions, builds partnerships and creates value. It reinforces the belief that unrivalled customer service is not a new ambition, but a continuation of a promise AFFIN has upheld for five decades by placing customers at the centre of every decision.
This shift is most evident in the lifestyle ecosystem AFFIN has cultivated between 2023 and 2025. Rather than offering isolated benefits, the bank has curated a connected universe of experiences across travel, hospitality, automotive, entertainment and sustainability. Each partnership deepens emotional connection, supports multi-product engagement and transforms banking into a lifestyle relationship that enhances customers’ everyday lives.
Travel sits at the heart of this evolving ecosystem. AFFIN’s partnership with the “World’s Best Airline” elevates mobility through premium privileges, exclusive upgrades and enhanced journeys. Its signature “Buy One Free One Business Class Tickets Campaign” transforms loyalty into meaningful shared experiences for customers and their families. These offerings are complemented by the AFFIN INVIKTA Visa Infinite card, and beginning in 2026, eligible business class travellers will also enjoy complimentary limousine transfers, creating a seamless transition from home to runway.
Leisure partnerships further extend these experiences nationwide. Through Marriott International Malaysia, AFFIN offers access to 58 Marriott Bonvoy hotels across the country, complemented by curated dining privileges and tailored lifestyle engagements. These initiatives reinforce the bank’s belief that meaningful experiences build lasting customer relationships beyond financial transactions.
The same commitment to enriching lives also shapes AFFIN’s nation‑building partnerships. AFFIN’s collaboration with the Badminton Association of Malaysia reflects the AFFIN Group’s belief that responsible banking goes beyond finance; it includes uplifting national pride, unity, and excellence. As Malaysia’s most iconic sport, badminton represents discipline, resilience, and global ambition, values that align closely with AFFIN’s own transformation journey.
Through this partnership, AFFIN supports both elite athletes and grassroots development, empowering young talent and strengthening Malaysia’s long‑standing sporting legacy.
The automotive segment adds another dimension to AFFIN’s lifestyle proposition. Collaborations with premium marques enable bespoke ownership and financing solutions for high-net-worth clients and motoring enthusiasts. This includes Malaysian luxury manufacturer Bufori, whose newly launched CS8 model reflects craftsmanship and engineering excellence.
Built with a carbon fibre and Kevlar hybrid composite monocoque body and powered by a supercharged 6.4 litre V8 engine, the CS8 represents individuality, performance and heritage. AFFIN’s tailored financing solutions support customers who value exclusivity, bespoke design and refined luxury.
Entertainment brings a vibrant dimension to AFFIN’s expanding lifestyle universe. Through strategic partnerships with Golden Screen Cinemas and campaigns such as complimentary movie ticket offers, customers enjoy access to the latest cinematic experiences.
These efforts have been further elevated through major concerts featuring AFFIN’s Brand Ambassador, iconic Malaysian songstress Dato’ Sri Siti Nurhaliza, positioning the bank at the forefront of Malaysia’s contemporary entertainment scene. These initiatives reflect AFFIN’s commitment to creating experiences that resonate emotionally and strengthen the connection between lifestyle and banking.
Such an experience is shaping how customers travel, the brands they engage with, the spaces they visit and the causes they support. It also inspires innovations such as AFFIN FINTURA Spend/-i and FINTURA Savr/-i, which encourage early financial independence for teenagers, alongside solutions that support global education pathways. Regionally inspired card offerings, including the Kenyalang, Selangor and Kinabalu Cards, strengthen identity and belonging through meaningful financial expression.
Beyond lifestyle, AFFIN continues to expand opportunities for global wealth creation. The AFFIN London Home solution enables internationally minded clients to invest confidently in the United Kingdom, offering ringgit-denominated financing of up to RM15 million across London Zones 1 to 6 and key districts in Manchester. With competitive margins, flexible tenures and expert advisory support, the solution reflects AFFIN’s commitment to supporting cross-border ambitions as customers grow globally.
These initiatives complement AFFIN’s expanding wealth and premium banking propositions. AFFIN INVIKTA supports emerging professionals and affluent customers through integrated financial and lifestyle privileges, while AFFIN DIVENTIUM delivers bespoke advisory, succession planning and sophisticated wealth structuring for high and ultra-high net worth individuals. Together, they reflect the close relationship between financial empowerment and lifestyle aspiration that defines modern wealth engagement.
Within this premium ecosystem, the AFFIN DIVENTIUM metal credit card stands as a symbol of identity and distinction, reflecting the bank’s dedication to refined service design and exceptional value. Physical touchpoints are also being transformed as branches evolve into modern spaces that combine digital ease with personalised engagement, supported by biometric-enabled services and enhanced advisory suites. DIVENTIUM customers may also access specialised offerings such as yacht financing to support a luxury adventure lifestyle.
Supporting these customer-facing advancements is a strengthened digital and operational backbone. AFFIN has modernised its core banking systems, upgraded digital payment architecture and deployed cloud-based financial and reporting platforms. While less visible, these investments enable faster onboarding, smoother transactions, enhanced wealth journeys and more reliable digital performance, allowing the bank to respond with greater agility and precision.
AFFIN’s experience-driven approach is grounded in its commitment to national development, youth empowerment, and environmental stewardship, reinforcing its responsible banking with an impact pillar. This is demonstrated through the bank’s support for Klang River rehabilitation via the Interceptor, a specialised river clean-up vessel aligned with national sustainability priorities, alongside community- and school-focused partnerships that build long-term societal resilience through education and awareness.
These efforts are further affirmed by AFFIN’s recognition in the latest FTSE4Good semi-annual review, with its ESG rating upgraded from three to four stars, underscoring the AFFIN Group’s commitment to sustainability and its standing among Malaysia’s leading publicly listed companies.
Regionally, AFFIN continues to strengthen its growth positioning. Collaborations with MUFG Bank Malaysia, Daiwa Securities Group and Generali Insurance enhance trade connectivity, expand wealth capabilities and unlock cross-border opportunities for businesses and individuals. These alliances reflect AFFIN’s aspiration to be a Malaysian bank with regional relevance and global capability.
AFFIN’s progress has earned strong international recognition, including its first-ever Moody’s A3 international credit rating, affirming the company’s financial strength and stability. These achievements carry added significance as AFFIN celebrates its 50th anniversary, marking half a century of service, innovation and nation building. AX28 represents the next chapter of this journey, honouring AFFIN’s legacy while responding to evolving customer expectations.
AFFIN President & Group CEO, Datuk Wan Razly Abdullah said, “As we celebrate our 50th anniversary, our vision is clear: to be Malaysia’s Most Creative and Innovative Financial Company and a trusted partner across ASEAN. Every experience we design matters, and we deliver it with sincerity and passion. Under AX28, these initiatives converge with a single purpose, which is to maximise lifetime value by delivering meaningful, relevant and memorable experiences.”