What are Mission Vision & Core Values of CIMB Group Holdings Company?

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What drives CIMB Group Holdings’ purpose across ASEAN?

Mission and vision shape CIMB’s strategic choices, balancing growth, risk and inclusive finance across Malaysia, Indonesia, Singapore and beyond. Their statements guide capital allocation, digitalisation and Islamic finance leadership to deliver long-term stakeholder value.

CIMB’s mission, vision and core values act as a decision compass—informing product design, sustainability targets and regional integration while supporting a banking franchise with FY2024 core net profit > RM7.0 billion and CET1 ≈ 15%. Read a product analysis: CIMB Group Holdings Porter's Five Forces Analysis

CIMB Group mission focuses on customer-centric, responsibility-led banking across ASEAN, delivering inclusive, Shariah-compliant and innovative financial solutions with regional connectivity and sustainable finance targets.

Target Customers

Individuals, SMEs, corporates and institutions across ASEAN served via retail, commercial and institutional channels.

Core Offerings

Consumer & commercial banking, wholesale banking, treasury & markets, investment banking, asset management and Islamic banking.

Market Scope

ASEAN-led regional franchise with cross-border connectivity across Malaysia, Indonesia, Singapore, Thailand and the Philippines.

Value Propositions

Responsible finance, digital innovation, regional connectivity and leadership in Shariah-compliant products.

Digital Innovation

CIMB OCTO and OCTO Biz scaled in 2023–2025 with AI personalization and instant onboarding; digital origination exceeded 60% of retail product sales in key markets.

Sustainable Finance

Sustainable Finance Framework enabled cumulative sustainable financing of over RM70 billion by 2024 toward a RM100 billion aspiration, funding renewables, green buildings and MSME inclusion.

Mission summary: To advance customers and society across ASEAN through responsible, innovative banking, digital-first products and sustainable finance aligned to CIMB Group values and strategic objectives.

Read more: Mission, Vision & Core Values of CIMB Group Holdings

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CIMB Group’s vision is 'to be the leading focused ASEAN bank, enabling and empowering customers and communities to progress.' It targets market leadership across consumer, SMEs, wholesale and Islamic banking with digital-first, cross-border solutions.

Future orientation

Focus on ASEAN depth: priority segments include consumer, SMEs, wholesale and Islamic banking for sustained leadership.

Regional impact

Build cross-border trade finance, payments and capital markets platforms to become the go-to ASEAN banking provider.

Disruption readiness

Scale digital distribution, embedded finance and analytics to compete with fintech and regional banks.

Realism and aspiration

Top-3 in Malaysia with strong franchises in Indonesia and Thailand and growing Singapore presence make the vision credible.

Financial resilience

As of 2024–2025, CET1 around 15%, cost-to-income ratio trending toward the low-40s%, and ROE above 12% support execution capacity.

Execution risks

Risks include margin compression and credit cycles; strategic objectives emphasize efficiency, risk management and regional growth.

Vision: To be the leading focused ASEAN bank, enabling and empowering customers and communities to progress—anchored by CIMB Group mission, CIMB core values and a corporate purpose that drives sustainable, regional expansion. See Target Market of CIMB Group Holdings

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CIMB Group's core values guide decision-making across its ASEAN network, shaping conduct, customer outcomes and sustainability efforts. These principles support the bank's mission and vision by embedding integrity, customer focus, innovation and collaboration in daily operations.

Integrity & Accountability — Uphold ethical conduct and robust governance with clear risk controls and transparent reporting. Customer Centricity — Design products and service journeys around client needs for better outcomes and trust. Innovation & Agility — Adopt digital-first solutions and cloud-native platforms to speed delivery and personalization. Collaboration & One CIMB — Leverage regional teams and shared platforms to serve cross-border client needs efficiently.

Integrity & Accountability

Focus on ethical conduct, tight governance and rigorous risk discipline, evidenced by strengthened AML/CFT controls and tighter NPL provisioning frameworks.

Customer Centricity

Design around customer outcomes with fee transparency, needs-based advisory, complaint SLAs and AI-driven personalization in OCTO and SME cashflow tools.

Innovation & Agility

Continuous digital improvement via cloud-native microservices, eKYC, real-time payments and API partnerships to enable instant credit and integrated commerce flows.

Collaboration & One CIMB

Seamless cross-border teams and shared platforms—regional deal desks, unified treasury and ASEAN-wide wealth propositions—to scale client solutions.

Read next on how CIMB Group mission and CIMB Group vision influence strategic objectives, capital allocation and sustainability targets; explore practical examples in the Growth Strategy of CIMB Group Holdings.

Values — Integrity and Accountability: strengthened AML/CFT controls, transparent ESG reporting aligned to TCFD, conduct risk training, tight NPL recognition and provisioning discipline.

Customer Centricity: fee transparency, complaint resolution SLAs, needs-based advisory, AI-driven personalization in OCTO, SME cashflow tools and supply-chain finance.

Innovation and Agility: cloud-native microservices for instant credit, eKYC, real-time payments, API partnerships, agile squads co-creating with clients.

Collaboration and One CIMB: regional deal desks, unified treasury platform, shared risk models, ASEAN-wide wealth propositions and research insights.

Diversity and Inclusion: leadership gender targets, inclusive tech hiring, financial inclusion products, accessibility features in apps.

Sustainability and Responsibility: sectoral heat maps, coal exposure phase-down, green and sustainability-linked loans/bonds, SME sustainability toolkits, CIMB Foundation community programs.

Differentiation: regional ASEAN network, Islamic finance capabilities and a measurable sustainability agenda create a distinct competitive identity versus global banks and local monolines.

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Mission and vision shape strategic priorities, capital allocation and daily decisions by setting long-term goals and measurable targets. They drive portfolio focus, customer experience design and ESG commitments across the group.

CIMB Group mission, vision & core values — at a glance

The group's mission and vision guide ASEAN-focused growth, digital transformation and sustainable finance initiatives.

• Mission: To enable and empower customers, businesses and communities across ASEAN through innovative banking solutions.
• Vision: To be the leading ASEAN bank, delivering superior returns and inclusive growth across the region.
• Core values: Integrity, Customer Focus, Collaboration, Excellence, Continuous Improvement.
• These statements link strategy, risk appetite and KPIs across business units.

Strategy alignment

Mission-vision steer capital and portfolio decisions toward ASEAN and sustainability priorities.

Sustainable finance targets

By 2024 the group exceeded RM70b in sustainable finance and targets RM100b, with green and transition lending boosting wholesale pipelines.

Digital acceleration

Retail digital sales exceed 60%, improving NPS and helping cost-to-income move toward the low-40s.

Capital and returns

Disciplined RWA optimization supported ROE above 12% in 2024, aligning capital allocation with the ASEAN-focused vision.

Partnership-led innovation

API integrations with regional e-commerce and payments platforms embed lending and collections into customer journeys.

Leadership & incentives

Management ties executive KPIs to ROE, customer outcomes and ESG mobilization to operationalize the mission.

Read how mission and vision influence strategy and operations; continue to the next chapter: Core Improvements to Company's Mission and Vision. Brief History of CIMB Group Holdings

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Four focused improvements can make CIMB Group's mission and vision more measurable, tech-forward, inclusive and aligned with 2025 sustainability benchmarks. Each change ties to concrete KPIs and market realities to strengthen CIMB Group mission, CIMB Group vision and CIMB core values in operational terms.

Sharpen measurability with time-bound targets

Embed explicit targets such as top-2 NPS and digital engagement in all core markets by 2027, RM150b cumulative sustainable finance by 2027, and retail CIR <40% to convert CIMB Group mission into trackable outcomes.

Clarify technology and responsible innovation stance

Explicitly reference AI adoption, data ethics, and cyber resilience in the vision to reflect 2025 realities and position CIMB Group vision for sustainable banking and digital leadership.

Elevate inclusion with concrete financial-access KPIs

Tie the mission to measurable inclusion outcomes: first-time borrowers reached, growth in women-led SME financing, and numbers trained via digital literacy programs to demonstrate how CIMB core values guide business practices.

Integrate 2030 sectoral pathways and just transition

Strengthen sustainability by publishing 2030 sectoral pathways and just transition commitments within the corporate purpose so CIMB Group mission and sustainability goals align with peers embedding net-zero financed emissions interim targets.

Improvements

• Sharpen measurability: Add time-bound targets inside the vision (e.g., top-2 NPS and digital engagement in all core markets by 2027; RM150b cumulative sustainable finance by 2027; retail CIR <40%).
• Clarify technology stance: Explicitly reference AI, data ethics, and cyber resilience to reflect 2025 realities and responsible innovation leadership.
• Elevate inclusion outcomes: Tie mission to concrete financial inclusion KPIs (e.g., number of first-time borrowers, women-led SME financing growth, digital literacy programs reached).
• Benchmarking: Peers increasingly embed net-zero financed emissions interim targets and client transition frameworks; publish 2030 sectoral pathways and just transition commitments integrated into the mission narrative.

Relevant context and sources include recent public disclosures, sector trends and governance guidance; see Owners & Shareholders of CIMB Group Holdings for ownership and governance context supporting alignment of CIMB Group corporate purpose, CIMB Group values statement and CIMB strategic objectives.

Implementation of mission and vision in corporate strategy requires clear alignment between strategic objectives, measurable targets and everyday operations to drive consistent outcomes across markets. Embedding values into governance, products and culture ensures the bank’s purpose translates into customer impact and sustainable growth.

Mission, Vision & Core Values — Snapshot

CIMB Group mission and CIMB Group vision guide a single regional banking franchise focused on ASEAN leadership, customer-centricity and sustainable finance.

• The CIMB Group mission centers on providing accessible financial solutions across ASEAN and beyond
• The CIMB Group vision emphasizes being the leading ASEAN financial institution for customers and communities
• Core values prioritize integrity, customer focus, teamwork and stewardship
• Strategic objectives link growth, efficiency and sustainability metrics

Corporate Purpose

The CIMB Group corporate purpose frames banking as a force for regional development and inclusive growth, supporting retail, SME and corporate clients across ASEAN.

Values Statement

The CIMB Group values statement emphasizes integrity, customer obsession, innovation and responsibility, shaping conduct and product design.

Strategic Objectives

Key CIMB strategic objectives include improving ROE, expanding digital penetration, growing fee income and mobilizing ESG-linked assets.

Performance & Governance

Executive scorecards tie bonuses to ROE targets, NPS improvement and ESG mobilization; Board committees oversee sustainability and risk.

Implementation

Business initiatives: Digital: OCTO ecosystem, eKYC, instant credit decisioning; SME digital onboarding; cross-border QR and remittance rails across ASEAN corridors.

Sustainable finance: Green loans for renewables and green buildings; sustainability-linked facilities with KPI pricing; ESG debt capital markets origination; coal phase-down policies.

Islamic leadership: Expansion of Shariah-compliant wealth, sukuk structuring, and SME products, aligning with responsible finance values.

Leadership reinforcement: Executive scorecards link bonuses to ROE, NPS, and ESG mobilization; Board-level Sustainability and Risk oversight; regular townhalls and values-based recognition.

Communication: Annual reports, sustainability disclosures (TCFD/ISSB-aligned), product T&Cs simplification, in-app education on financial health.

Systems: Enterprise risk management integrating ESG risk; product approval committees embedding customer and conduct tests; training academies on data ethics, AML, and sustainability; internal audit on values adherence.

As of 2024–2025 disclosures, CIMB Group reported progress on sustainability with multi-year targets to mobilize green and transition financing and increased digital customer engagement via OCTO; refer to the Competitors Landscape of CIMB Group Holdings for comparative context: Competitors Landscape of CIMB Group Holdings