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

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What are the Mission, Vision, and Core Values of the Group?

Mission and vision statements are crucial for any successful enterprise, outlining its purpose and guiding principles. They act as strategic blueprints, influencing business decisions, shaping corporate culture, and defining a company's market identity. The Group, a leading ASEAN universal bank, uses these as a compass for its extensive operations across Southeast Asia.

With a comprehensive suite of financial products, including consumer, commercial, wholesale, and Islamic banking, the Group holds a significant industry position. In Q1 2025, the Group reported a net profit of RM1.97 billion, up 9.6% QoQ and 1.9% YoY, with an ROE of 11.4%. This performance highlights how their strategic foundations guide growth and sustainability, ensuring their identity aligns with their commitment to customers and society. For more insights, explore the CIMB Group Holdings BCG Matrix.

The CIMB Group mission statement, 'Advancing Customers and Society,' reflects its dedication to fostering progress for its diverse clientele and the broader community. This mission guides its operations across Southeast Asia, serving individuals, businesses, and institutions with a comprehensive suite of financial products, including consumer, commercial, and wholesale banking, as well as asset management and Islamic banking solutions. The group's focus on ASEAN positions it to leverage intra-ASEAN trade opportunities effectively.

Customer Focus

CIMB's mission emphasizes serving a wide range of customers, from individuals to large corporations.

Societal Impact

The group is committed to contributing positively to the communities it operates within.

ASEAN Integration

Its strategic focus on ASEAN allows it to capitalize on regional economic growth.

Sustainability Initiatives

By 2024, CIMB mobilized RM117 billion in Green, Social, Sustainable Impact Products and Services (GSSIPS).

Financial Inclusion

In 2024, RM7 billion in financing was provided to low-income families across ASEAN.

EES Considerations

Environmental, economic, and social factors are integrated into all business aspects.

The CIMB Group's mission, 'Advancing Customers and Society,' underscores its commitment to progress for its diverse clientele and the broader community. This mission targets a wide range of customers, including individuals, businesses, and institutions across Southeast Asia, offering a comprehensive array of financial products and services. The market scope is firmly rooted in ASEAN, where CIMB operates as a leading focused bank. A key unique value proposition lies in its integrated ASEAN franchise, which positions it to capitalize on intra-ASEAN trade opportunities. For more details on the Mission, Vision & Core Values of CIMB Group Holdings, refer to the dedicated article. CIMB's commitment to advancing society is reflected in its sustainability initiatives, having mobilised RM117 billion in Green, Social, Sustainable Impact Products and Services (GSSIPS) by 2024, exceeding its RM100 billion target. Another example is its focus on financial inclusion, providing RM7 billion in financing to low-income families across ASEAN in 2024. This CIMB mission vision values statement is highly customer-centric and also emphasizes social responsibility, integrating environmental, economic, and social (EES) considerations into all aspects of its business, aligning with CIMB core values and ethics.

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CIMB Group's strategic vision, outlined in its Forward30 plan launched in March 2025, aims to solidify its position as a leading financial institution in Southeast Asia. This vision focuses on achieving a top three Net Promoter Score (NPS) across its key markets, reflecting a strong commitment to customer satisfaction. Concurrently, the Group targets a top quartile Return on Average Equity (ROE) among its regional peers, demonstrating a clear ambition for financial performance and shareholder value. This strategic direction builds upon the successful completion of its Forward23+ plan, which saw an annualised total shareholders return of 34.6% from 2020 to 2024. The company's ROE improved to 11.2% in 2024 from 2.1% in 2020, further increasing to 11.4% in 1Q 2025, indicating a strong trajectory towards its Forward30 goals. This vision for the future emphasizes leveraging its integrated ASEAN franchise to capitalize on growth opportunities, particularly in intra-ASEAN trade, and optimizing capital allocation across its extensive network.

Customer Centricity

CIMB's vision prioritizes customer satisfaction, aiming for a top three Net Promoter Score (NPS) across its key markets.

Financial Performance

The Group targets top quartile Return on Average Equity (ROE) among regional peers, reflecting a strong financial ambition.

Technological Advancement

CIMB plans to double down on technology, including Generative AI, to enhance customer experiences and productivity.

Regional Integration

The vision emphasizes leveraging its integrated ASEAN franchise for growth, especially in intra-ASEAN trade.

Capital Optimization

Strategic capital allocation across its strong ASEAN network is crucial for achieving its ambitious goals.

Sustainable Growth

Building on past successes, the Forward30 roadmap aims for realistic yet aspirational growth.

The CIMB Group mission statement is deeply rooted in its commitment to serving its diverse customer base across ASEAN. While a singular, concise mission statement is not always explicitly stated, the Group's operational focus and strategic initiatives consistently reflect a dedication to providing innovative and comprehensive financial solutions. This involves empowering individuals and businesses to achieve their financial aspirations, fostering economic growth within the region, and maintaining a strong ethical foundation. The Group's emphasis on digital transformation and sustainable practices further underscores its mission to adapt to evolving market needs and contribute positively to society. Understanding CIMB Group's mission involves recognizing its role in facilitating trade and investment, as highlighted in the Target Market of CIMB Group Holdings. The CIMB mission vision values are interconnected, guiding the company's strategic goals and daily operations.

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CIMB Group Holdings' core values, known as EPICC, were refreshed in January 2022 and are fundamental to its corporate culture and operations. These values guide the company's strategic decisions and daily interactions, ensuring a consistent approach across all business segments.

The four core values that define CIMB Group's operational framework are Enabling Talent, Passion, Integrity & Accountability, Collaboration, and Customer Centricity. These principles shape the company's approach to employees, customers, and overall business practices, reflecting CIMB's commitment to excellence and ethical conduct.

Enabling Talent

This value focuses on empowering employees with the necessary tools and capabilities to remain competitive and future-ready. CIMB invested significantly in training, delivering 2.66 million learning hours in 2024, with a strong emphasis on digital, data, and AI skills.

Passion

Passion reflects a commitment to excellence and exceeding ordinary expectations, driving superior customer relations and innovative product development. CIMB Singapore achieved the top position in the market for its annual Net Promoter Score, demonstrating this commitment.

Integrity & Accountability

This core value underscores ethical conduct, trustworthiness, and taking ownership of all actions, deeply embedded in CIMB's corporate governance framework. The Board's oversight of the ESG Risk Management Framework in 2024 exemplifies this commitment to transparent and responsible business practices.

Collaboration

Collaboration highlights a commitment to team success over individual achievement, fostering cross-functional teamwork and strategic partnerships. This value promotes integrated solutions, such as the 'one-bank' approach under the Forward30 strategy, offering clients comprehensive financial solutions.

These EPICC values collectively differentiate CIMB Group Holdings by creating a corporate identity that is not only performance-driven but also deeply rooted in ethical responsibility, social stewardship, and a strong focus on people and partnerships. To understand how these values translate into financial operations, explore the Revenue Streams & Business Model of CIMB Group Holdings. Discover how CIMB's mission and vision influence its strategic decisions in the next chapter.

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A company's mission and vision statements serve as the bedrock for its strategic decisions, guiding its path forward and shaping its operational priorities. These statements are not mere words but actionable blueprints that influence resource allocation, market positioning, and long-term objectives.

CIMB Group's Guiding Principles

CIMB Group's mission and vision are integral to its strategic direction, influencing its roadmaps like Forward23+ and Forward30. The Group CEO, Novan Amirudin, highlighted that the Forward30 plan, focused on advancing customers and society, will steer CIMB's market approach.

• Advancing customers and society as a core tenet.
• Guiding competitive strategy and market leadership.
• Shaping the Group's long-term objectives.
• Ensuring agility in a dynamic operating environment.

Digital Transformation Driven by Vision

CIMB's commitment to digital transformation, including over RM800 million invested in technology upgrades in 2024, directly reflects its vision for 'Simpler, Better, Faster' customer experiences and its 'Customer Centricity' value.

Sustainability as a Strategic Imperative

The Group's mission to advance society is evident in its exceeding of sustainable finance targets, mobilizing RM117 billion by 2024, and setting 2030 decarbonisation goals for key sectors, demonstrating a strong commitment to environmental and social considerations.

Financial Performance and Strategic Alignment

Strategic alignment with its mission and vision has led to improved financial outcomes, with Return on Average Equity (ROE) reaching 11.2% in 2024 and 11.4% in 1Q 2025. Total assets and gross loans saw year-on-year increases of 5.1% and 4.4% respectively in 1Q 2025.

Cost Efficiency and Investment

The cost-to-income ratio (CIR) stood at 46.9% in 1Q 2025, indicating disciplined cost management while simultaneously investing in technological advancements, a testament to the strategic balance achieved.

Core Values in Practice

CIMB's core values, such as 'Customer Centricity', are actively integrated into its operations, driving initiatives that enhance customer engagement and satisfaction, as seen in its digital strategy.

Future-Ready Strategy

The Forward30 strategic plan is designed to ensure the Group remains adaptable and accelerates growth, with customers consistently at the forefront of all endeavors, reflecting a forward-looking approach to business.

CIMB's mission and vision statements are pivotal in shaping its strategic decisions, from digital investments to sustainability commitments, ensuring a customer-centric and forward-looking approach. Explore the Growth Strategy of CIMB Group Holdings for more insights.

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Enhancing the mission and vision statements could involve a more explicit focus on pioneering digital innovation and shaping the future of ASEAN banking. This would elevate the aspirational quality and competitive positioning.

Further strengthening the commitment to sustainability by articulating an ambition for net-positive environmental and social impact would resonate with evolving stakeholder expectations.

Elevating Innovation Ambition

Refining the mission or vision to explicitly state an aspiration to be a disruptor in ASEAN banking, beyond just leveraging technology, would underscore a commitment to pioneering future financial services.

Defining Net-Positive Impact

The vision could be enhanced to articulate a goal of being a net-positive contributor to environmental and social well-being, moving beyond balanced growth to transformative impact in areas like the circular economy.

Clarifying Digital Leadership Role

While the organization actively pursues digital transformation, a more assertive statement in its mission or vision about leading the digital evolution of banking in the region would provide clearer strategic direction.

Integrating Sustainability Leadership

Explicitly stating an ambition to lead in developing financial solutions for climate resilience or the circular economy would further solidify its position as a responsible financial institution, aligning with global trends and investor priorities.

Understanding the Competitors Landscape of CIMB Group Holdings provides context for how these strategic elements are positioned within the broader market.