Kellee Kam unveils new game plan for Alliance Bank

Kellee Kam assumed the role of Group CEO of Alliance Bank Malaysia Berhad in September 2022. As a prominent figure in the banking industry, he previously served as the Group Managing Director of RHB Banking Group from 2011 to 2015, and more recently, as the Chairman of Bank of America Malaysia Berhad for approximately a year.

Under Kellee’s new vision, Alliance Bank announced an enhanced strategic plan in March, known as Acceler8, which will guide the bank’s growth for the next four years. This strategy aims to propel the bank into the top quartile in the industry for return on equity, with a cost-to-income ratio below 45% and loans growth above the industry average.

In a recent interview with #biztechasia, Kellee elaborated on the bank’s new strategy, including its shift from being a “bank for the masses” to adopting a “challenger bank” mindset. He also highlighted Alliance Bank’s plans to target two new segments in the consumer banking space – young professionals, referred to as HENRYs (high earners, not rich yet), and high-net-worth individuals. Additionally, Kellee discussed the bank’s sustainability efforts and its strategic focus on capitalizing on the booming Islamic finance sector with a distinctive competitive edge.

Additionally, Kellee’s insights shed light on Alliance Bank’s expansion into new market segments, its plans to step up sustainability efforts, and its strategic focus on leveraging the growing Islamic finance segment to stand out in a competitive market.