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

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What are the guiding principles of CIMB Group Holdings?

Mission and vision statements are crucial for an organization's strategic direction, articulating its purpose and aspirations. These statements guide business decisions, foster corporate culture, and shape identity, underpinning long-term success. CIMB Group Holdings Berhad, a leading ASEAN universal bank, holds a significant position in Southeast Asia's financial landscape.

Serving over 28 million customers, CIMB Group offers a comprehensive range of financial products and services. As of March 2025, the Group commanded total assets of RM770.0 billion and a market capitalization of approximately RM75.2 billion. Their mission, vision, and core values are crucial in navigating the dynamic financial market, ensuring alignment across diverse operations and shaping a distinct corporate identity that drives both purpose and performance. For a deeper dive into the external factors influencing the company, consider reviewing the CIMB Group Holdings PESTEL Analysis.

The CIMB Group mission statement outlines its commitment to delivering comprehensive banking solutions across ASEAN and other strategic markets. It emphasizes being a high-performing, integrated entity that actively promotes regional economic integration and global connectivity. This focus positions CIMB as a key player in Southeast Asia's financial landscape.

Target Customers

CIMB Group serves individuals, businesses, and institutions across ASEAN and select international markets.

Core Services

The group offers universal banking services, including consumer, commercial, wholesale, and Islamic banking, alongside asset management.

Value Proposition

CIMB aims to be a high-performing, institutionalized, and integrated company.

Regional Focus

A key aspect of the CIMB Group mission is championing ASEAN integration and strengthening the region's global ties.

Customer Centricity

The mission is customer-centric, providing tailored financial solutions to meet diverse needs.

Economic Development

CIMB Group also focuses on regional economic development, aligning with its broader strategic goals.

The CIMB Group mission statement clearly defines its target customers as individuals, businesses, and institutions across ASEAN and select key markets beyond the region, indicating a broad geographic scope. The core products and services offered encompass comprehensive 'universal banking services,' including consumer, commercial, wholesale, and Islamic banking, along with asset management. The unique value proposition lies in its commitment to being a 'high performing, institutionalized and integrated company' that actively champions 'the acceleration of ASEAN integration and the region's links to the rest of the world'. This mission is strongly customer-centric, aiming to provide tailored financial solutions while also having a significant regional integration and economic development focus. For instance, CIMB's active participation in initiatives like the Johor-Singapore Special Economic Zone (JS-SEZ) through an 'ASEAN passport' mechanism for accelerated customer onboarding reflects its commitment to regional integration and cross-border business facilitation, directly aligning with its mission to champion ASEAN integration. Furthermore, their focus on digital transformation, as seen with the new OCTO app, aims to enhance customer experience and deliver seamless accessibility to services, embodying the 'high performing' and 'integrated' aspects of their mission. For more insights into the company's journey, consider reading about the Brief History of CIMB Group Holdings.

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CIMB Group's vision statement, 'to be the leading ASEAN Company', reflects a clear ambition for regional market leadership. This forward-looking statement emphasizes dominance across Southeast Asia's financial sector. It signifies a commitment to not only excel in banking services but also to influence the broader economic landscape of the ASEAN region. This vision is supported by the group's strategic initiatives and strong market presence.

CIMB Group Vision

The CIMB Group vision is to be the leading ASEAN Company, aiming for regional dominance in the financial sector.

Market Position

CIMB is the fifth largest banking group by assets in ASEAN, reinforcing its pursuit of leadership.

Strategic Plan Success

The Forward23+ plan concluded in 2024 with an 11.2% Return on Equity (ROE), demonstrating strong performance.

Shareholder Returns

From 2020 to 2024, the annualized total shareholder return was 34.6%, indicating robust investor confidence.

Future Strategy

The Forward30 strategic plan launched in March 2025 aims to accelerate growth and future-proof the organization.

Regional Presence

CIMB Group has a significant presence in Malaysia, Indonesia, Singapore, Thailand, Cambodia, Vietnam, and the Philippines.

CIMB's vision statement is concise and highly aspirational, aiming to establish the group as 'the leading ASEAN Company'. This future-oriented vision encompasses significant ambitions for market leadership and regional dominance within the financial sector. Its scope suggests a holistic leadership, not just in banking services but potentially in influence and impact across the ASEAN economic landscape. Given CIMB's current position as the fifth largest banking group by assets in ASEAN, with a robust presence in key markets like Malaysia, Indonesia, Singapore, Thailand, Cambodia, Vietnam, and the Philippines, this vision appears both realistic and highly aspirational. The successful conclusion of their Forward23+ strategic plan in 2024, which saw an improved Return on Equity (ROE) to 11.2% and an annualized total shareholder return of 34.6% from 2020 to 2024, demonstrates a strong trajectory towards achieving this leadership ambition. The subsequent launch of the Forward30 strategic plan in March 2025, which aims to further accelerate growth and future-proof the organization, reinforces their commitment to this bold vision. For a deeper understanding of the CIMB Group Holdings corporate vision explained, refer to this article on Mission, Vision & Core Values of CIMB Group Holdings.

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CIMB Group's core values, known as EPICC, are fundamental to its corporate culture and business practices. These values differentiate the company and cultivate its unique corporate identity, guiding its strategic decisions and daily operations.

The four core values of CIMB Group are Enabling Talent, Passion, Integrity & Accountability, and Collaboration. These principles collectively drive the company's commitment to customer centricity and sustainable growth across its diverse markets.

Enabling Talent

This value emphasizes empowering and developing employees, fostering an environment where talent can thrive. It manifests in corporate culture through extensive training programs, such as improving employees' digital skills via the 3D Academy.

Passion

Passion represents the pursuit of excellence and going beyond ordinary expectations. In product development, this translates to continuously enhancing offerings with cutting-edge digital technologies to provide seamless accessibility and impactful financial solutions.

Integrity & Accountability

This value underscores acting ethically, building trust, and taking ownership of all actions. CIMB's commitment to the highest standards of ethical conduct is evident in its zero-tolerance approach to bribery and corruption, supported by robust anti-bribery and corruption policies and a whistleblowing framework.

Collaboration

Collaboration signifies a commitment to team success over individual achievement, recognizing that collective effort drives greater impact. This is reflected in strategic partnerships, such as the collaboration with SME Corp. Malaysia for the GreenBizReady programme, which aims to empower SMEs on their sustainability journey.

These core values of CIMB Group Holdings are integral to its operational framework. To understand how these principles influence the company's strategic decisions, explore the next chapter on how mission and vision influence the company's strategic decisions, or read more about the Revenue Streams & Business Model of CIMB Group Holdings.

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A company's mission and vision are foundational, guiding its strategic decisions and shaping its long-term objectives. These statements provide a clear direction, ensuring that all actions and investments align with the organization's ultimate purpose and aspirations.

CIMB Group's Strategic Alignment

CIMB's mission and vision are directly reflected in its strategic plans, driving performance and market positioning.

• The Forward23+ strategy, concluded in 2024, focused on creating sustainable shareholder value and becoming a leading ASEAN bank.
• This led to a significant ROE improvement to 11.2% in 2024, up from 2.1% in 2020.
• An annualized total shareholder return of 34.6% was delivered from 2020 to 2024.
• The Forward30 strategic plan, launched in March 2025, continues this trajectory, emphasizing customer and societal advancement.

Digital Transformation as a Visionary Goal

The vision to be a 'digital-led bank with ASEAN reach' fuels significant investments in technology.

Sustainability Leadership

Commitment to sustainability is a core aspect, influencing product development and financial mobilization.

Financial Mobilization for Sustainability

CIMB exceeded its RM100 billion sustainable finance target, mobilizing RM117 billion in GSSIPS by 2024.

Investment in Technology

Over RM800 million was allocated to technology upgrades in 2024 to enhance customer and employee experiences.

Guiding Principles for Future Growth

The Forward30 plan serves as the guiding principle for market competition and leadership, with targets for Net Promoter Score and ROE.

Impact on Operations

Mission and vision statements influence daily operations and long-term strategic planning, ensuring continuous improvement and alignment with overarching goals.

These guiding principles directly influence strategic decisions, from digital investment to sustainability initiatives, shaping the company's path to achieving its long-term objectives. Explore the Growth Strategy of CIMB Group Holdings to understand these influences further.

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Refining the CIMB Group mission and vision can enhance clarity and strategic focus in a dynamic financial landscape. These adjustments aim to better reflect the organization's commitment to innovation and sustainability.

Enhancing Specificity in Vision for ASEAN Leadership

The current vision to 'be the leading ASEAN Company' could be more precise. Defining leadership beyond market share, particularly in digital and sustainable finance, would strengthen its impact.

Integrating Innovation and Sustainability as Core Pillars

Explicitly incorporating technological innovation and sustainability into the vision statement would align with global best practices. This could be framed as 'To be the leading, most innovative, and sustainable universal bank in ASEAN, driving inclusive growth and digital transformation across the region.'

Addressing Emerging Technologies and Consumer Behaviors

Adapting the mission and vision to explicitly mention emerging technologies like Generative AI and changing digital consumer behaviors will ensure continued relevance.

Reinforcing Commitment to Future-Ready Strategies

By weaving in advancements like the RM800 million investment in tech upgrades for 2024 and the commitment to RM300 billion in sustainable finance by 2030, the guiding principles will clearly signal a forward-looking approach.

The CIMB Group mission focuses on advancing the region through sustainable, inclusive, and innovative banking solutions. This mission is supported by a vision to be the leading ASEAN universal bank, driving economic growth and digital transformation across Southeast Asia. The core values that underpin CIMB Group's operations and strategy include integrity, respect, and commitment, guiding their interactions with customers, employees, and stakeholders. Understanding the Competitors Landscape of CIMB Group Holdings can provide further context to their strategic positioning and how their mission, vision, and values differentiate them in the market.

The CIMB Group mission statement emphasizes its role in driving progress within ASEAN. This is complemented by a clear vision to be the preeminent universal bank in the region, fostering both economic development and digital advancement. The organization's operations are anchored by its core values, which include a strong commitment to ethical conduct and customer-centricity. These principles are crucial for navigating the complexities of the financial sector and ensuring long-term success.

CIMB Group Holdings' mission is to be a driving force for progress in ASEAN, championing sustainable and inclusive financial practices. Their vision is to establish themselves as the leading universal bank across Southeast Asia, spearheading digital innovation and economic upliftment. The core values of CIMB Group Holdings, such as integrity and a commitment to excellence, are central to their corporate identity and operational framework, shaping their approach to business and stakeholder engagement.

The mission of CIMB Group in Southeast Asia is to foster economic growth and financial inclusion through innovative and responsible banking. Their vision extends to being the premier universal bank in the region, recognized for driving digital transformation and sustainable development. The core values that guide CIMB Group's strategy include a dedication to integrity, respect for all individuals, and an unwavering commitment to achieving their objectives, which are vital for understanding CIMB Group's purpose and values.

The CIMB Group Holdings vision for digital banking centers on creating seamless, accessible, and secure financial experiences for customers across ASEAN. This vision is supported by a mission to empower individuals and businesses through cutting-edge technology and personalized services. The core values that drive CIMB Group's strategy are instrumental in achieving this, ensuring that innovation is balanced with ethical considerations and a deep understanding of customer needs.

The guiding principles of CIMB Group are centered around delivering exceptional value to all stakeholders. Their mission is to be a catalyst for positive change in ASEAN, promoting sustainable finance and digital integration. The CIMB Group Holdings vision statement reflects an ambition to lead the regional banking sector through continuous improvement and a forward-thinking approach, underpinned by a strong ethical foundation.

CIMB Group's commitment to its core values is evident in its operational practices and strategic decisions. The mission of CIMB Group Holdings is to be a leader in sustainable finance, contributing to the economic well-being of the communities it serves. The CIMB Group Holdings vision for customer service emphasizes building lasting relationships through trust and reliability, ensuring that every interaction reflects their dedication to excellence.

The core values of CIMB Bank Malaysia are integral to its identity, fostering a culture of trust and accountability. These values guide the bank's mission to provide accessible and innovative financial solutions, supporting the economic aspirations of Malaysians. The CIMB Group Holdings mission statement analysis reveals a consistent focus on regional leadership and sustainable growth, driven by a commitment to its foundational principles.

The mission and values of CIMB Niaga Indonesia are aligned with the broader group's objectives, focusing on serving the Indonesian market with integrity and innovation. This includes a commitment to financial inclusion and supporting local economic development. The CIMB Group Holdings ethical values are paramount, ensuring that all business activities are conducted with the highest standards of transparency and corporate governance.