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Our strategy
At Absa, our ambition is to be a leading pan-African bank. We navigate the complexities of our dynamic operating environment with resilience and agility, meaning we are well positioned to respond effectively to the evolving socio-economic and political landscape.
Our Purpose is at the core of everything we do...
In 2025, we are ready to execute our strategy and accelerate our performance. Our long-standing presence on the continent and our deep understanding of local markets across our pan-African footprint enable us to deliver on our ambition and purpose. We will continue to deliver sustainable value to our shareholders and make a meaningful impact on the communities in which we operate.
Our Group strategy is anchored around five core pillars:
We tailor our approaches to our clients, drive growth with returns in attractive segments, launch new products that drive customer value, allocate our capital sustainably and manage risk. We will be purposeful in where we compete, identifying attractive growth pockets by geography, segment and product. We will allocate our capital sustainably and manage risk appropriately. We continue to view our African footprint as an opportunity for us to grow our franchise and as a key driver of future growth. This will reinforce our returns-focused growth prospects and diversify our revenue streams while reducing market concentration risk.
We understand our clients’ needs and meet them on every level. We will build a brand our people and clients can be proud of. We aim to be the primary partner for our clients by truly understanding and satisfying their day-to-day needs, creating and delivering sustained value across the entire client relationship journey, and building a brand our people and clients can be proud of. As a universal bank we will continue to serve corporates, businesses and clients across Africa, from entry level to wealth, small businesses to large corporates. We will focus on the countries, segments and sectors that will provide shareholder returns, value creation for our stakeholders and continental growth. To do this, we leverage the full power of the Group’s ecosystem with both a local presence and international representation to support our diverse client base.
We offer the best digital experience, use data as a strategic asset, and evolve continuously to create an agile organisation. We aim to be a digitally powered business that delivers a superior digital experience for our clients and colleagues, uses data as a strategic asset and continuously evolves our technology architecture to improve trust and security. We also extract value from artificial intelligence (AI) across many of our operations to drive business growth, improve operational efficiency, deepen client understanding, increase client centricity and develop relevant client value propositions.
We work with our clients and communities in managing an orderly and just transition towards a more sustainable and equitable future. Being an active force for good in our communities is deeply ingrained in our purpose and values. We have embraced sustainability as a cornerstone of our business strategy, recognising our responsibility to mitigate our environmental footprint and lead by example in the transition to a low-carbon economy. We have selected three sustainability areas to invest in, believing that these are where we can make the most impact: climate change, financial inclusion, and inclusivity and diversity across the continent.
We turn our culture into a competitive advantage, attract Africa’s top talent and support and enable our people. We will build a winning team by developing a competitive advantage through our culture, attracting and retaining Africa’s leading talent, organising distributed leadership around our clients and supporting and enabling our people. We will be differentiated by our human-centred empathy that delivers an intuitive, seamless client and colleague experience. Our ability to address stakeholder needs is intrinsically tied to fostering a culture of diversity, inclusion and equity. All our work is underpinned by our continued shift to a culture of performance and accountability to maintain our strong organisational health.