Our strategy
Simplify and Grow
With our strategy Simplify and Grow We are working together towards a future where we demonstrate that banking can be sustainable, accessible and commercially successful at the same time. The world in which we operate remains challenging. Geopolitical tensions, rising costs and increasing legislation and regulations continue to weigh on our results. At the same time, society expects more than ever that banks fulfil their societal role. This is the world in which ASN Bank wants to make a difference.
Strategic priorities
With its strong ASN Bank brand and distinctive social profile, the bank’s new strategy sets out three priorities:
1. Growth in mortgages, savings and payments
As a sympathetic challenger, ASN Bank aims to grow in mortgages, savings and payments with simple products that meet its customers’ needs. For the distribution of mortgages our franchise partners and the intermediary channel remain crucial. ASN Bank also wants to make savings more attractive. Improving the customer experience is central to achieving this growth. Customers want fast, accurate service: digital where possible, personal where it matters. ASN Bank aims to broaden its customer base also in the Randstad, where it is opening flagship stores in Utrecht, Rotterdam and Amsterdam.
2. Increasing social impact
ASN Bank continues to be committed to a sustainable and fair future for everyone. For example, the bank helps customers make their homes more energy efficient. ASN Bank is also looking into whether, in addition to existing impact funds, it can offer space to funds that stimulate the energy transition. Or invest in the transition to a more sustainable economy and society through financing.
3. Simpler and faster
Simpler, faster, smarter remains ASN Bank's motto. Simplification is essential for becoming a healthy, cost-efficient bank with an eye for people and society. Now is the time to deliver on that promise. In the first phase of the transformation, the focus was on the 'front end' of the bank. Now it is time to focus more on the 'back end'.
ASN Bank is moving from more than 160 different products to a clear, improved and appropriate range of products. Less customisation means less complexity and therefore lower costs. The bank's technology needs to be modernised, which is why it is replacing outdated systems and standardising them where possible. ASN Bank is also investing in reliable data, future-proof IT platforms and the pragmatic application of AI. Customers will notice these changes because they will experience improved and faster services. For example, through a single app, simpler processes and shorter turnaround times.
A bank that is still close by
ASN Bank remains close by: digital where possible, personal where it matters. With a customer-friendly app and a nationwide network of branches and partners we are there for you at the moments that matter: when buying a house, making your home more sustainable or getting your finances in order.
Together with our franchise partners we provide advice to over 3 million customers. In addition to our franchise model, the intermediary channel is also still crucial for the distribution of mortgages.
Good for you. Good for the future.