Backed by regional strength and local execution, Maybank Cambodia is aligning its retail strategy with customer lifecycle needs, financial inclusion goals and digitally enabled growth
Across the Association of Southeast Asian Nations (ASEAN) region, banks are contending with rising consumer expectations, digital disruption and new regulatory landscapes. In Cambodia, Malaysia’s Maybank is distinguishing itself by converting these challenges into an opportunity to humanise financial services. The bank’s Cambodian subsidiary has adopted a holistic model that addresses customer needs across every life stage – from first savings accounts to homeownership and retirement – while pushing the boundaries of what a retail bank can be.
Deep local roots
Established in Cambodia in 1993 and locally incorporated in 2012, Maybank Cambodia has grown from a single-branch operation to a 21-branch network, with 13 locations in Phnom Penh and eight in the provinces. Guided by the Maybank Group’s M25+ strategy, which prioritises customer-centricity, digital modernisation and sustainability, the bank has outperformed the market in key areas. In 2024, retail and SME loan and deposit portfolios grew by 2.4% and 13.7% respectively, accounting for 65% of total loans and deposits.
Digital-first, human always
The launch of the new Maybank2u KH mobile app highlights Maybank’s digital push. Designed for ease and efficiency, it offers biometric login, cardless ATM access and digital account opening – attracting more than 20,000 new users in just seven months. The bank’s Swap Deposit product – a hybrid of fixed deposits and foreign exchange (FX) swaps – further demonstrates the bank’s innovation in wealth solutions.
Community at the core
Maybank’s win for Best Corporate Social Responsibility (CSR) Initiative – Financial Inclusion at the Retail Banker International Asia Trailblazer Awards 2025 reflects its commitment to underserved communities. Through its Cashville Kidz financial literacy programme, the bank has reached more than 56,000 students across 188 schools. Women’s empowerment initiatives – including the Maybank Women Eco-Weavers and HERpower programmes – have helped more than 687 women weavers and supported 1,259 farmers. Its Reach Independence & Sustainable Entrepreneurship (RISE) programme has driven income increases of up to 650% for participants with disabilities, offering a blueprint for inclusive economic resilience.
Redesigning customer engagement
Maybank Cambodia’s award for Best In-Person Customer Event stems from its standout marketing innovation called the Maybank Pop Up, which involves a network of mobile banking hubs placed in high-footfall areas such as malls and cinemas. With more than 5,000 new accounts opened and over $1.2m in deposits mobilised from pop-ups alone, the concept has outperformed traditional branches in both customer volume and cost efficiency. A structured 100-day onboarding journey, lifestyle activations and influencer outreach have further boosted engagement.
Maybank Cambodia’s ability to align lifecycle banking with financial inclusion and digital scale has earned it the title of Best Retail Bank – Cambodia at the Retail Banker International Asia Trailblazer Awards 2025.