Your Story Matters: The Crucial Shift Towards Personalisation And Empathy In Ghana’s Financial Sector

This evolution is not just a marketing strap line but an organisational commitment to offer a more personalised, empathetic banking experience to our customers.We see our customers as partners, each with their own unique narrative which has the potential to shape the world.

It is a perspective that demands more than just innovative products; it requires a cultural shift within our bank and the industry at large.For many years, banks have been perceived as unfeeling institutions that default to seeing customers in terms of their risk instead of the potential in their individual stories.

We have enhanced our digital platforms with innovations that allow customers to withdraw cash from ATMs via a QR code, buy financial instruments through our digital channels, manage their cards, and even onboard themselves digitally.

We are not just streamlining banking; we are personalising it, ensuring that our services resonate with the individual needs and aspirations of our customers.

This digital frontier is where banking meets empathy, enabling us to support our customers’ stories in ways previously unimaginable.“Your Story Matters” also implies that we are constantly pushing the boundaries of convenience for the benefit of our customers: today, Absa credit card users enjoy up to 55 days of interest-free credit.

This commitment drives us to look forward and make investments that benefit both today’s customers and future generations as well.

We can do good business and do good for people and our planet.As we advocate for this new era of banking, one that values the individual stories of our customers, we invite every Ghanaian to join us.