Maybank Boston Consulting Group Matrix
Fully Editable
Tailor To Your Needs In Excel Or Sheets
Professional Design
Trusted, Industry-Standard Templates
Pre-Built
For Quick And Efficient Use
No Expertise Is Needed
Easy To Follow
Maybank Bundle
See the Bigger Picture
Curious where Maybank’s products sit—Stars, Cash Cows, Dogs, or Question Marks? This preview scratches the surface; buy the full BCG Matrix to get quadrant-by-quadrant placements, data-backed recommendations, and a clear roadmap for capital allocation. You’ll get a ready-to-use Word report plus a high-level Excel summary, so you can present and act fast. Purchase now for strategic clarity that saves hours of research and points you to real opportunities.
Stars
Islamic banking leadership
Islamic banking leadership: Maybank Islamic holds about 30% share in Malaysia and a leading ASEAN footprint, positioning it as a star in a sector where global Islamic finance assets reached ~US$3.3 trillion in 2023 and demand for sharia-compliant financing and deposits keeps rising. Staying top requires ongoing product innovation and distribution expansion across retail and SME channels. Maintain share now to let the business mature into a cash cow later.
Digital banking app (MAE) & payments
MAE is a Star: over 6.5 million users as of 2024 with high daily engagement and use for payroll, bills and P2P, matching Malaysia’s shift toward cashless payments where e‑wallet and QR spend rose sharply in 2023. Growth is rapid but the category burns marketing and tech cash—Maybank’s digital channel investments remained a multi‑hundred million ringgit run rate in 2023–24. Keep investing in UX, ecosystem tie‑ins and merchant acceptance to win today and harvest tomorrow.
Affluent wealth & wealth-tech
Affluent and mass-affluent segments in ASEAN are expanding rapidly, with regional investable wealth rising and digital adoption accelerating in 2024; Maybank’s integrated platform—combining advisory, funds and digital portfolio tools—captures significant inflows and is well placed to benefit.
Advisory, discretionary funds and robo-portfolio solutions are pulling assets onto Maybank’s platform, but scaling to capture projected regional growth requires more relationship talent and targeted platform upgrades to improve retention and cross-sell.
With sustained execution on talent and tech, Maybank can convert current momentum into a future cash cow by increasing share of wallet among affluent clients and monetizing fee-based wealth solutions across ASEAN.
Corporate & investment banking in ASEAN corridors
Corporate & investment banking in ASEAN corridors is a Star: infrastructure, energy-transition and trade flows are heating up, and Maybank—Malaysia's largest bank by assets with presence in about 20 countries—is relevant to large corporates and cross-border deals.
Pipeline is strong but capital and risk spend remain heavy; stay selective in deal wins and capital allocation to lock leadership.
- Infrastructure push: focus on project finance
- Energy transition: growing green financing need
- Trade flows: cross-border corridors expanding
- Strategy: selective growth, disciplined capital & risk
Sustainable & green financing
Maybank positions Sustainable & green financing as a Star: ESG lending, transition finance and sustainable bonds have climbed steeply, with Maybank reporting over RM20bn in sustainable financing arranged by 2024 and strong regional lead in Southeast Asia.
Returns should grow as taxonomies and verification frameworks mature, but origination and verification costs remain high; invest now to scale and own the category.
- ESG lending
- Transition finance
- Sustainable bonds
- RM20bn+ (Maybank 2024)
Islamic 30% | 6.5M | ASEAN | RM20bn
Islamic banking: Maybank Islamic ~30% Malaysia market share; global Islamic assets ~US$3.3T (2023); priority: product & distribution.
MAE: 6.5M users (2024); high engagement; priority: UX, merchant acceptance.
CIB: ASEAN coverage ~20 countries; focus: selective capital allocation.
Sustainable finance: RM20bn+ arranged (2024); priority: scale origination/verification.
| Business | 2023/24 metric | Priority |
|---|---|---|
| Islamic | 30% share | Innovation |
| MAE | 6.5M users | UX/acceptance |
| CIB | ~20 countries | Selective growth |
| Sustainable | RM20bn+ | Scale |
What is included in the product
Detailed Word Document
Maybank BCG Matrix evaluates units as Stars, Cash Cows, Question Marks or Dogs—recommending invest, hold or divest with trend context.
Customizable Excel Spreadsheet
One-page Maybank BCG Matrix maps each business into quadrants, export-ready for quick PowerPoint, print, and C-level review.
Cash Cows
Core retail deposits
Maybank's core retail deposits form a dominant franchise, with group customer deposits of about RM720 billion and a CASA ratio near 34.5% in 2024, delivering a sticky low-cost funding base. Scale-driven cost advantages and minimal promotional spend sustain dependable margins through cycles despite low growth. Plain and simple, these deposits fund the rest of the bank.
Mortgage & secured consumer lending
Mortgage and secured consumer lending remains Maybank’s cash cow with a large loan book exceeding RM400bn as of 2024, offering predictable credit risk profiles in its home markets.
Market growth is modest but yields remain steady around low-single digits, supporting stable net interest income in 2024.
Incremental digitization has lowered operational costs and improved turnaround, keeping this portfolio a reliable cash engine.
SME relationship banking (mature markets)
SME relationship banking in mature markets is a cash cow for Maybank: longstanding clients generate recurring fees and stable working-capital lending where the bank’s risk know-how keeps default rates manageable. Growth is steady rather than explosive, with cross-sell of payments, FX and cash management sustaining margins. Maintain service quality and keep milking. Maybank remains Malaysia's largest bank by assets (2024).
Cards issuing & merchant acquiring
Cards issuing and merchant acquiring are Maybank cash cows: scale and the Maybank brand drive spend and wide acceptance, delivering steady interchange and fee income with moderate market growth and rational competition. Cash conversion is high and capex needs are manageable, making them reliable cash generators. Tighten rewards economics and avoid overspending on acquisition to protect margins.
- Brand-led volume
- Stable interchange/fee cashflow
- Moderate market growth
- Manage rewards spend
Cash management & transaction banking
Cash management & transaction banking is a Cash Cow for Maybank, commanding high share with corporates and serving resilient fee pools; Maybank Group reported total assets of RM1.24 trillion in 2024, underpinning scale advantages. Growth is low but ultra-sticky once integrated; tech uplift improves operating leverage and quietly funds bolder strategic bets.
- High corporate share
- Resilient fee pools
- Low-growth, high-retention
- Tech-driven operating leverage
- Platform funds strategic risk
Core deposits and mortgages: low-cost funding powering steady NII and recurring fees
Maybank's cash cows—core deposits (group deposits ~RM720bn, CASA ~34.5% in 2024) and mortgage/consumer loans (loan book >RM400bn in 2024)—provide low‑cost, predictable funding and steady NII (yields low-single digits). Cards, merchant acquiring and transaction banking deliver recurring fees and high cash conversion, supporting group assets of RM1.24tn (2024).
| Metric | 2024 |
|---|---|
| Group deposits | RM720bn |
| CASA ratio | 34.5% |
| Loan book | >RM400bn |
| Group assets | RM1.24tn |
What You’re Viewing Is Included
Maybank BCG Matrix
The file you're previewing on this page is the final Maybank BCG Matrix you'll receive after purchase. No watermarks or demo content—just a fully formatted, analysis-ready report designed for clarity and strategic use. After purchase the exact same document is delivered to your inbox, ready to edit, print, or present to stakeholders. No surprises—just professional work you can act on immediately.
Dogs
Overbranched legacy locations
Dogs: Overbranched legacy locations — with over 80% of Maybank customer transactions conducted digitally in 2024, foot traffic and transactions have structurally migrated online while rent, staffing and compliance fixed costs remain tied to legacy sites. These locations lock up significant occupancy and personnel spend, and empirical turnarounds rarely recoup closure-adjusted costs versus consolidation. Prune or repurpose fast to cut branch overhead and redeploy capital to digital channels.
Subscale international outposts
Subscale international outposts where Maybank lacks brand weight and local moats show low share, thin pipelines, and create management distraction; reported returns on these units lag core ASEAN businesses, leaving cash relatively idle versus group ROE targets. Strategic options: exit, partner, or sharply narrow scope to remonetize capital and improve focus.
Outdated on-prem systems
Outdated on-prem systems are high-maintenance, low-agility dogs that add significant security overhead and fail to win customers, dragging delivery speed; in 2024 banks still spent about 65% of IT budgets on maintenance (Gartner). Data breaches in financial services averaged roughly $5.97M per incident in 2024 (IBM), while cloud migrations can cut time-to-market 30–50% (McKinsey), so decommission and migrate.
Legacy manual back-office processes
Legacy manual back-office processes are costly, error-prone and non-differentiating for Maybank, often breaking even only after rework and delays; 2024 industry analysis shows automation can cut processing costs by about 30% and halve error rates, proving automation beats heroics. Redesign end-to-end workflows rather than patching to avoid recurring drag on margins and customer experience.
- Costly: recurring rework inflates OPEX
- Error-prone: manual errors reduce NPS and raise remediation costs
- Non-differentiating: ties up resources from growth initiatives
- Action: redesign with automation, not bandaids
Non-core insurance niches at small scale
Non-core insurance niches at small scale
Segments where competitors outmuscle on product and distribution deliver low growth and low share for Maybank, trapping cash with limited cross-sell uplift. Strategic upside is minimal; maintain only where partnerships can scale distribution. Recommend divestiture or folding portfolios into bancassurance/joint-venture arrangements to redeploy capital.- Tag: low-growth
- Tag: low-share
- Tag: divest/partner
- Tag: capital-release
Exit branches; invest in cloud, automate — 80% digital, $5.97M risk
Dogs: Overbranched legacy branches, subscale foreign outposts, on-prem IT and manual back-office processes are low-growth/low-share drains; 2024: 80% of transactions digital, 65% of IT spend on maintenance, avg breach cost $5.97M, automation can cut processing costs ~30%. Exit, consolidate, migrate to cloud and automate to redeploy capital to digital and core ASEAN markets.
| Issue | 2024 Metric | Action |
|---|---|---|
| Legacy branches | 80% digital txns | Consolidate/repurpose |
| IT maintenance | 65% IT spend | Migrate to cloud |
| Breach cost | $5.97M avg | Upgrade security |
| Back-office | ~30% cost cut | Automate redesign |
Question Marks
Embedded finance & fintech partnerships
Question mark: embedded finance and fintech partnerships sit on high-growth rails via platforms and ecosystems, with industry estimates in 2024 projecting the embedded finance market to exceed USD 100 billion by 2026; Maybank’s share is still forming. Economics can be attractive at scale but weak if subscale, so prioritize tests and staged investments. Lock anchor partners early and scale successful pilots; if traction lags, cut fast to redeploy capital.
Cross-border digital remittances
ASEAN corridors are booming—cross-border remittances to the Philippines reached about $34 billion in 2023—yet competition is fierce across digital players. Maybank, with roughly RM1.1 trillion in group assets and required licenses, has trust and regulatory reach but wallet share is not guaranteed. Scale priority corridors, sharpen pricing, and bundle remittances with deposit accounts and FX services to drive stickiness. Win fast or wind down underperforming lanes.
Digital SME platforms (lending + services)
Digital SME platforms sit in a high-growth segment: SMEs comprise ~90% of businesses and ~50% of employment globally, with an estimated global SME credit gap of about $5.2 trillion, so market share is still early for banks like Maybank. Data-led underwriting and integrated services (cashflow analytics, invoicing, payroll) can materially tip acquisition and credit outcomes. Success requires tight product-market fit and disciplined risk frameworks. Double down only when unit economics (LTV/CAC, NPLs) demonstrate sustainable profitability.
Wealth robo-advisory for mass market
Wealth robo-advisory is a fast-growing Question Mark: crowded by incumbents and apps, yet Maybank’s 20m+ retail customers and trusted brand can convert savers to investors if UX sticks; acquisition cost is the swing factor. Global robo AUM surpassed an estimated 1.5 trillion USD in 2024, so prove lifetime value before scaling.
- Brand leverage
- UX retention
- Acquisition cost sensitivity
- Prove LTV/CAC
Insurance/Insurtech collaborations
ASEAN protection gap remains large—insurance penetration averaged about 3.1% in 2023 (Swiss Re Sigma 2024)—while Maybank’s digital insurance share stays small, under 15% of its bancassurance flows in 2023; bancassurance pipes exist but product simplicity and mobile UX lag. Build simple, mobile-first covers with insurtech partners; structure JV investments with clear milestones or tidy exit clauses.
Pilot fast: anchor partners, prove LTV/CAC to capture embedded finance >USD100B by 2026
Question marks: embedded finance, fintech partnerships, SME lending, robo-advice and protection show high growth but subscale economics; embedded finance >USD100B by 2026 (2024 est), robo AUM ~USD1.5T (2024), ASEAN remittances PHP34B (2023), protection gap ~3.1% (2023). Prioritize pilots, anchor partners, prove LTV/CAC, cut fast if traction lags.
| Segment | 2023–24 metric | Maybank position | Action |
|---|---|---|---|
| Embedded finance | >USD100B by 2026 (2024) | Early | Pilot, anchor partners |
| SME | SME credit gap ~USD5.2T | Underpenetrated | Data underwriting |
| Robo | USD1.5T AUM (2024) | Large customer base | Prove LTV/CAC |