Transformation at Maybank

Maybank is nominated in the Transformative Innovator of the Year category at the Qorus-Infosys Finacle Banking Innovation Awards 2025. We asked the bank to present its strategy and actions in terms of transformation.


What transformation strategy has your organization led in recent years?

Maybank has driven a strategic digital transformation focused on financial inclusion and cybersecurity, aiming to create a more inclusive and secure digital banking ecosystem.

Key areas of transformation include:

a) Business & Operating Models: The Goal-Based Investing (GBI) platform democratizes finance by enabling broader access to investment opportunities.
b) Technology: The Money Lock feature enhances cybersecurity by allowing customers to secure their savings accounts against unauthorized access.
c) Customer Experience: These innovations improve trust and engagement by providing accessible investment tools and added security.
d) Culture & Workforce: The transformation is supported by a culture of agility, innovation, and customer-centricity, aligning employees with Maybank’s digital-first vision.


What prompted this strategic transformation?

Maybank’s strategic transformation was prompted by the need to enhance financial inclusion and strengthen digital security amid evolving customer needs and cybersecurity threats. Key challenges included expanding access to financial tools for underserved segments and providing secure digital transactions to build trust. The leadership recognized the importance of innovations like the Goal-Based Investing (GBI) platform to democratize wealth management, and the Money Lock feature to protect customer accounts against unauthorized access. These initiatives align with the long-term goal of creating a trusted, innovative, and customer-centric digital ecosystem. This focus ensures Maybank remains responsive to diverse customer expectations, safeguards assets, and promotes inclusive growth.

What have been the most significant changes implemented, and how were they led?

Maybank’s most significant changes include launching the Goal-Based Investing (GBI) platform and the Money Lock security feature. GBI democratizes finance by providing an inclusive, user-friendly investment platform that empowers customers to build wealth. The Money Lock feature strengthens cybersecurity by allowing customers to lock their savings accounts, preventing unauthorized access. Leadership aligned these initiatives with strategic goals focused on financial inclusion, security, and customer empowerment. Culturally, the bank fostered agility and responsiveness, enabling proactive support, particularly for vulnerable customers. These changes were driven from the top, with leadership championing innovation, investing in secure infrastructure, and embedding customer-centric values throughout the transformation journey.


What unique or key transformation practices do you follow to ensure success?

Maybank ensures transformation success through a customer-centric and security-first approach, highlighted by continuous innovation in platforms like Goal-Based Investing (GBI) to enhance financial inclusion. The bank prioritizes proactive security measures such as the Money Lock feature, which empowers customers with control over their accounts and safeguards assets. Leadership fosters a culture of responsiveness and inclusivity, enabling teams to quickly address evolving customer needs and security threats. Through iterative development and incorporating customer feedback, Maybank continuously optimizes both the user experience on GBI and the protection provided by Money Lock, reinforcing trust and engagement in its digital banking services.

How has your workforce been engaged and transformed through this journey?

The implementation of Money Lock and the Goal-Based Investing (GBI) platform involved collaboration among over 40 internal and external stakeholders, bringing together teams across business, technology, risk, compliance, and cybersecurity. This collaboration strengthened coordination among product, digital, UI/UX, and support functions, fostering a culture focused on innovation and customer-centricity. Contract staff supplemented internal developers, increasing delivery capacity and agility. These efforts have transformed operations by aligning diverse teams around shared digital goals. The positive impact is clear: over 11,000 customers adopted Money Lock soon after launch, enhancing security and trust, while GBI enabled the creation of more than 50,000 investment goals valued at RM11.56 million. These results highlight improved customer satisfaction, reduced fraud risk, and greater digital engagement—demonstrating the successful transformation and engagement of the workforce throughout this journey.


What measurable outcomes demonstrate the success of your transformation?

Maybank’s strategic transformation was prompted by the need to enhance financial inclusion and strengthen digital security amid evolving customer needs and cybersecurity threats. Key challenges included expanding access to financial tools for underserved segments and providing secure digital transactions to build trust. The leadership recognized the importance of innovations like the Goal-Based Investing (GBI) platform to democratize wealth management, and the Money Lock feature to protect customer accounts against unauthorized access. These initiatives align with the long-term goal of creating a trusted, innovative, and customer-centric digital ecosystem. This focus ensures Maybank remains responsive to diverse customer expectations, safeguards assets, and promotes inclusive growth.