ABN AMRO possesses a clear and bold purpose: banking for better, for generations to come. The bank’s impact on society and on the economy is tremendous, and for their contribution to be both positive and enduring they need to make the right choices. Everything that they do derives from their purpose: now and in the future.
Their products and services affect millions of lives, and they are always looking for ways to make things better. Whether by advancing the transition to a circular or sustainable economy, or by helping newcomers on the housing market to borrow the funds they need: they are helping to build a better future. Banking for better, for generations to come: that is their purpose.
Purpose & Strategy
Their society is facing some huge challenges: climate change, scarcity of raw materials and social inequalities. They all need to do better, and banks play a key role in helping society to improve. Either you waste time talking, or you act. ABN AMRO chooses to act.
Their strategy is a reflection of their purpose: banking for better, for generations to come. Their products and services, and the choices that they make, have the capacity to change the world around them for the better: society, their clients and their own people.
They have updated their strategy and added a strong focus on sustainability. Key issues for them are the circular economy and creating a culture of innovation and teamwork.
To help their organisation stay agile, their strategic goals have deadlines of no more than a year. No one knows what banking will be like in five years’ time, as digitalisation and open banking evolves. What they do know is this: ABN AMRO can draw on a solid foundation of economic and financial expertise to help build a better future. Their strategy is underpinned by three pillars:
Support their clients’ transition to sustainability
They want to support their clients’ transition to sustainable products and business models, and will use their data, knowledge and expertise to do so in a profitable way. They will make a positive impact by doing what they're good at – banking.
Reinvent the customer experience
ABN AMRO is a client-focused and data-driven organisation that treasures the client relationship and delivers an effortless and recognisable client experience. They aspire to satisfy both fundamental and 'wow' client needs in the customer experience.
Build a future-proof bank
Their organisation unleashes the potential of their people throughout their careers and fully equip them to successfully contribute to their purpose and strategy, with focus, engagement and high productivity.