What are Mission Vision & Core Values of TMBThanachart Bank Company?

The mission statement clearly identifies the target audience: all Thais. TTB Bank aims to cater to the diverse financial needs of the Thai population, from individuals to businesses. This customer-centric approach is a key element of TTB Strategy.

The mission encompasses a wide array of financial products and services. These include deposit accounts, loans, credit cards, investment products, and insurance. The bank strives to offer a holistic suite of services to address various financial needs.

The primary market for TTB Bank is Thailand. The bank focuses on understanding and meeting the specific financial requirements of the Thai market. This localized approach allows for tailored solutions.

TTB Bank differentiates itself by its commitment to "Make REAL Change" for its customers. This goes beyond traditional banking, emphasizing personalized and impactful financial solutions designed to improve customers' lives.

TTB Bank actively demonstrates its mission through programs like the Debt Consolidation program. In 2024, this program assisted over 37,470 customers, alleviating interest burdens by more than THB 2,110 million. The 'You Fight, We Help' program further supports customers in debt settlement.

TTB Bank prioritizes digital channels and utilizes a Personalized AI Engine to deliver tailored solutions and enhance customer relationships. The bank aims for accurate pre-approved credit limits in 2025, showcasing its commitment to innovation and customer service.

The vision statement clearly places the customer at the heart of TTB Bank's strategy. It's not just about being a large bank; it's about being the preferred bank, the one customers actively recommend.

This vision implies a shift from simply aiming for market share to achieving market leadership through customer loyalty and positive word-of-mouth. This is a more sustainable and resilient approach.

While not explicitly stated, the vision is implicitly focused on the Thai market, where TTB Bank operates. This allows for a concentrated effort to understand and meet the specific needs of Thai customers.

The vision is ambitious, but grounded in reality. TTB Bank's commitment to 'Humanized Digital Banking' and its B+ESG framework provides a clear roadmap for achieving this goal. The bank's strategic objectives are aligned with this vision.

TTB Bank is investing heavily in digital innovation, such as the Personalized AI Engine and the ttb touch app. These tools are designed to enhance customer experience, a crucial element in becoming the bank of choice.

TTB Bank's strong corporate governance, evidenced by its 'Excellent' rating for 16 consecutive years, and its inclusion in sustainable stock indices, build trust and align with its vision of being a respected institution. This commitment to ethical standards is vital.

The 'Ecosystem Play' strategy exemplifies how TTB Bank tailors solutions to specific customer segments, aligning with its mission. This approach focuses on developing products and services for key customer segments like car owners, homeowners, salarymen, and wealth customers. This targeted approach aims to improve their financial well-being by addressing their specific needs.

The success of the Ecosystem Play is evident in the growth of specific loan products. For instance, Cash Your Car (CYC) loans grew by 6% year-to-date in 2024, and Cash Your Home (CYH) loans by 12% year-to-date. These figures demonstrate a shift towards high-yield retail lending, enhancing loan yields and supporting the bank's strategic objectives.

TMBThanachart Bank is heavily invested in digital transformation and the use of AI to enhance customer experience and operational efficiency. The bank aims to amplify its Personalized AI Engine in 2025 to deliver accurate and quick solutions, such as pre-approved credit limits. This enhances customer engagement and supports the vision of being the 'recommended bank of choice'.

The focus on technology has led to a significant increase in customer engagement and product sales through the AI Engine, growing three times over. Furthermore, 94% of branch transactions are now possible via the ttb touch app, indicating a successful shift towards digital channels and improved customer convenience. This is a part of TTB Bank's strategic objectives.

TTB Bank's commitment to responsible lending and addressing household debt issues is a direct reflection of its mission to improve financial well-being. The Debt Consolidation program is a key initiative in this area, helping customers manage and alleviate their debt burdens.

In 2024, the Debt Consolidation program helped over 37,470 customers consolidate debts, alleviating interest burdens by more than THB 2,110 million. This demonstrates a tangible impact aligned with their purpose and commitment to their customers. This is one of the core principles of TTB Bank.

Leadership plays a pivotal role in reinforcing TTB Bank's mission and vision. CEO Piti Tantakasem consistently emphasizes the bank's commitment to "Financial Well-being for all Thais" and striving to "LEAD the CHANGE," integrating sustainability through the B+ESG framework. This ensures alignment with the bank's goals.

TTB Bank's actions reflect its core values, especially in initiatives that directly impact customer financial health. These actions demonstrate how the company values are put into practice.

The Debt Consolidation program and customer-centric product development showcase TTB Bank's dedication to its mission. These efforts contribute to the bank's long-term vision.

• Debt Consolidation Program (2024): Assisted over 37,470 customers, alleviating more than THB 2,110 million in interest burdens.
• Cash Your Car (2024): +6% YTD growth.
• Cash Your Home (2024): +12% YTD growth.

TMBThanachart Bank utilizes formal programs and systems to ensure that its mission, vision, and core values are consistently upheld. These systems help the bank maintain its ethical standards and achieve its strategic objectives.

• Corporate Governance: "Excellent" rating in the Corporate Governance Report of Thai Listed Companies for 16 consecutive years.
• SET ESG Ratings: AAA rating.
• S&P Global Sustainability Yearbook 2024: Inclusion demonstrates a systemic commitment to ESG principles.
• Data Week 2024: Fostering a data-driven culture to enhance employees' potential in creating financial solutions. Further insights can be found in this article about the Marketing Strategy of TMBThanachart Bank.