Alliance Bank's brand refresh a good start to 2024

Alliance Bank, Malaysia's community-centric financial institution, has refreshed its brand tagline to 'The Bank For Life.'

The financial institution's new tagline aims to be more synonymous with its vision, which is to be Malaysians' preferred banking partner for all walks of life. 

A firm believer that banking should be more than just a transactional experience, Alliance Bank appreciates each customer even before their status as a client. 

It strives to be a banking partner that supports customers through every stage of their financial journey, providing them with solutions for any life event. 


In an effort to promote its brand refresh, Alliance Bank has launched initiatives to inform the public of what they stand to gain with 'The Bank for Life'.

One of initiatives is the introduction of visual copies across retail branches nationwide and billboards across major roads and highways in the Klang Valley. 

Every billboard advertisement of the bank's refreshed tagline depicts the role of different everyday individuals, be it a parent, partner, leader, mentor or pioneer. 

Alliance Bank is also using its social media platform to expand its reach to customers, posting a series of captivating visuals with engaging copies to tug the heartstrings of every Malaysian.


Alliance Bank group chief executive officer, Kellee Kam, said: "Every one of us has hopes and dreams in life. 

Whether it is starting a family, owning a home, setting up your own business, or figuring out how to expand your business into a new area, we want to partner with you to bring those aspirations to life. 

"Beyond just numbers, we see you, as a parent, a provider, an educator, a business founder or an innovator that has dreams that you want to accomplish in life. At Alliance Bank, we are here to support your success at every stage in your life. Through every goal and ambition that you have today and tomorrow, we aim to be by your side, for a lifetime." 

On top of these approaches, Alliance Bank has also revamped its website with a minimalist look and feel, packed with relevant information that is tailored to the different needs of individuals and business owners.  

Guided by Alliance Bank's brand refresh, the revamped website allows customers to easily access the bank's financial products and services, including credit cards, loans and financing. 

Customers will also be able to receive the latest updates, initiatives and promotions at one glance. 


To celebrate its brand refresh and customers, Alliance Bank has introduced a series of promotions expected to last until the first quarter of 2024. 

Business owners and entrepreneurs looking to expand their business operations or increase cash flow can apply for up to a RM1,000,000 business loan online with Alliance Digital SME, with just one document required.

From now until March 31, 2024, those who apply and get approved for Alliance Digital SME business loans also stand a chance to win up to RM8,888* in cash prizes.

In conjunction with the bank's 2024 New Year Specials, customers can win exciting prizes by spending with Alliance Bank Visa Credit Card, Mastercard Debit Card/-i or DuitNow QR. The Grand Rewards include a 4D3N Club Med Kani, Maldives trip for two and other rewards worth over RM350,000.

Start earning entries by spending a minimum amount of RM100 each month — the more customers spend, the higher their chances of winning.

Last but not least, Alliance Bank customers can stand to win a free trip to the Olympic Games Paris 2024, courtesy of Visa. 

All they have to do is apply for a physical or virtual Alliance Bank Visa Credit Card and get it approved by 15 July 2024. 

If their physical or virtual card sports a special one-of-a-kind design, it means they are the chosen winner.

As a financial institution with over 60 years of history in Malaysia, Alliance Bank has always envisioned itself as Malaysians' preferred banking partner; a trusted partner that they can turn to for their needs. 


Alliance Bank recently released a brand film celebrating its customers. 

Beyond just account numbers, Alliance Bank sees its customers as real people, ordinary Malaysians juggling different roles, responsibilities and challenges in life. 

Apart from funding, the bank hopes to lend a helping hand to realise their hopes and dreams. 

At the end of the day, Alliance Bank wants to bring every customer's aspirations to life, be it starting a family, owning a home or setting up a business.

Learn more about Alliance Bank's brand refresh here

*Terms and conditions apply. 

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