• To become the number one bank in South Africa and selected African countries in terms of profitability and return on equity

How we will achieve this:

• Absa Group seeks to identify opportunities to grow value and to enter new markets
• Through a deep understanding of customers’ needs, and working together across business clusters
• Meeting all the financial needs of the Group’s customers is critical to success

Balance sheet optimisation and proactive risk management -

What:

• To have a strong and shock-resilient balance sheet and to proactively manage risks

How:

• Balancing risk and reward, while ensuring the optimisation of liquidity and capital management by utilising capital where Absa realises the best returns
• Absa continuously endeavours to mitigate all the major risks facing the Group in a prudent manner

Simple, streamlined Group for customer delivery -

What:

• To establish a “One Absa” mindset in order to improve integration, generate efficiencies and focus on delivery to customers

How:

• The spotlight is on ensuring that Absa’s operating model, systems and processes are streamlined and simplified, and that the Group builds its processes with the customer’s experience in mind
• It also means reducing costs by driving efficiencies and capturing opportunities across business sectors

Customer- and people-centred organisation -

What:

• Great customer service delivered by talented, motivated people

How:

• The Group seeks to have a customer-centred mindset in everything it does to deliver a consistent customer service experience and to demonstrate professionalism and integrity in serving its customers
• Absa has and continuously employs talented, energised and passionate people to make this happen
• The Group strives to create an enabling environment for its employees to provide leading-edge service to its customers