Access and relevance now shape how Malaysians navigate their finances. Recognising that no two journeys are alike, AFFIN Group has built a financial education strategy that meets people where life takes them, across income levels, life stages, and through digital and in-person channels. By integrating intuitive technology with meaningful conversations, the bank is rethinking how financial wellbeing is learned, lived and acted upon. As AFFIN celebrates its 50th anniversary, this milestone underscores its enduring commitment to financial empowerment.

Inclusive Education, Digital Tools and Community Engagement

Across its digital platforms, AFFIN makes financial literacy part of everyday life. Bite-sized content on scam awareness and saving habits invites Malaysians to learn quickly and easily, while its website deepens the experience with practical investor tools and timely financial updates.

That same commitment continues in physical spaces. At SMEngage Talk 2024, small business owners gained practical strategies to strengthen their financial planning. Treasure Trails 2024 brought money matters into the streets of Kuala Lumpur through an interactive city-wide challenge. Participants worked in teams, solving financial puzzles and decision-making games at various checkpoints. This gamified approach made learning dynamic, social, and unforgettable, proving that financial literacy can be both fun and impactful.

The Group’s outreach also extends to the next generation. At UCSI University, students engaged directly with the Head of Wealth Investment Advisory in a session designed to break down complex financial topics. The experience gave students the confidence to manage money more effectively as they step into adulthood.

Empowering Underserved Communities Through Fair Support

For many Malaysians, financial stress is not just a matter of mismanagement but a consequence of systemic vulnerabilities. AFFIN Group upholds Bank Negara Malaysia’s guidelines on fair treatment and delivers support to underserved communities through tailored financial solutions. Programmes such as the Rescheduled Payment Programme and FAIR-NDRP provide breathing space for families affected by natural disasters or economic shocks, while AFFIN ISLAMIC’s suite of Shariah-compliant products aligns financial services with customers’ values.

Customer care extends beyond product design. Through personalised advisory support, AFFIN ensures that vulnerable segments, including low-income earners, seniors, and individuals experiencing financial stress, receive hands-on guidance and service.

Innovation That Transforms Wealth Management

AFFIN Group’s commitment to innovation is not just about offering digital convenience but transforming how financial education is delivered. The partnership with GAX MD Sdn Bhd, operator of MYTHEO, introduced a robo-advisory service using artificial intelligence and machine learning to power automated, algorithm-driven investment portfolios. Tailored for AFFIN Avance customers, this initiative expands access to wealth management by removing traditional entry barriers. Users are guided by data, yet empowered by transparency and control that resonates with a generation of digital-first consumers.

The Group also made headlines in 2024 with the launch of Malaysia’s first actively managed digital asset fund, in collaboration with Cross Light Capital. As digital currencies and tokenised assets gain traction, AFFIN plays a pivotal role in shaping the country’s digital finance landscape. More than a service provider, the bank acts as a responsible guide, supporting safe, informed participation in emerging markets.

Championing Sustainable and Financial Wellbeing

Through collaborations with institutions like the University of Manchester South East Asia Centre, the Group is shaping national awareness in terms of sustainable finance. A public masterclass was organised where industry leaders were invited to rethink how financial systems can support environmental and social wellbeing. The session highlighted actionable strategies for integrating ESG considerations into operations and investment decisions, bridging global insights with local implementation.

AFFINWRKFZ for Employee supports the financial wellbeing of corporate employees across Malaysia. Through corporate partnerships, the programme offers mortgage discounts, protection plans, education financing, and credit card perks. These benefits reduce financial stress and equip employees with practical tools to manage finances at every life stage, reinforcing the bank’s commitment to financial resilience and long-term partnerships.

Always About You, Always Ahead

AFFIN’s journey is defined by a single purpose: empowering Malaysians with the confidence to thrive financially. From innovative digital tools to community initiatives and sustainable finance advocacy, the Group continues to lead with integrity and foresight. As financial landscapes evolve, AFFIN is committed to shaping a future where everyone can access opportunities, make informed choices, and achieve lasting financial wellbeing.