Myanma Apex Bank

Celebrating its 10th anniversary, Myanma Apex Bank (MAB)—Myanmar’s fourth-largest bank with a network of more than 100 branches—stood at a strategic crossroads. Facing increased competition from state-owned giants and a dramatically changing pandemic-induced landscape, MAB’s leadership decided to sharpen its market positioning, accelerate digital adoption, and future-proof the customer experience. Sage & Saga was hired to co-create a comprehensive transformation plan.

A three-pronged growth strategy

1. Corporate Brand Strategy: From a “good enough bank” to “a caring partner”

Through a mix of employee roundtables and leadership interviews, a key insight emerged: MAB’s unique strength lies in being “big enough to matter, small enough to care.” This was distilled into the new brand platform—Better ways, better lives—and a refreshed story that highlighted trust, stability, flexibility, and local relevance. Notable actions included:

• Creating a comprehensive verbal and visual toolkit for brand rollout

• Developing messaging campaigns that conveyed both the aspiration and accessibility of the MAB brand

• Launching internal engagement programs to promote alignment from the front lines upward

2. Digital Banking Transformation: Building Trust and Increasing Adoption

Since digital banking use remains limited outside QR payments in Myanmar, customer interviews revealed low awareness of features and high anxiety around app-based transactions. The team responded with a two-part approach:

• Persona-based Progressive Onboarding: New users experienced guided, step-by-step onboarding with pop-up prompts to prevent overwhelm; experienced users received interactive walkthroughs and gamified incentives.

• Trust by Design: Every source of customer uncertainty was identified and addressed through clear cues, transparent language, and an always-available chatbot assistant (Mabby) for real-time support.

This strategy led to quick improvements in digital engagement. In the 12 months after launch, MAB’s mobile active users reportedly grew by over 25%, with digital transaction volumes increasing by about 22%. Customer satisfaction scores for in-app experiences also improved significantly, especially among initially hesitant users.

3. Experience Strategy & Touchpoint Innovation

To unify customer experience across channels, the team developed a “calibrated experience” model, ensuring every interaction—whether in branch, digital, or remote—reflected the new brand values. Innovation sprints addressed friction points, refined key processes (such as onboarding and bill payments), and created reward loops to encourage feature usage. Seamless, multilingual communication and service nudges were integrated throughout.

Outsize impact year after year

• Market Share & Trust: MAB retained its position among Myanmar’s top four banks, even as the banking sector’s total assets are projected to multiply up to 8 times by 2025.

• Customer Metrics: Internal research indicates a double-digit growth in digital adoption and positive effects on Net Promoter Scores and customer loyalty.

• Sector Influence: MAB’s strategic partnerships with fintech companies and insurers (e.g., True Money, GGI Nippon Life) have expanded its product ecosystem and cross-selling opportunities.

Through strategy, design, and digital innovation, Sage & Saga equipped MAB to outperform legacy competitors. The transformation clarified a compelling brand promise, sped up digital adoption, and fostered a culture of trust—laying the foundation for sustainable growth and a next-generation banking experience in Myanmar’s evolving financial landscape.

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