Twimbit Purpose Index 2025 – Banking beyond the known

Summary

Purpose-driven banking across Asia-Pacific is being measured against a five-pillar framework spanning customer experience, employee experience, partner experience, planet impact, and shareholder value, now benchmarking the region's top 55 banks for a fourth consecutive year. Treating employees, partners, communities, and shareholders as equally important stakeholders alongside customers is emerging as a genuine performance differentiator for APAC banks, rather than a branding exercise.

Leading APAC banks are embedding artificial intelligence and data into customer-facing experiences, from generative AI mobile assistants to unified loyalty platforms, while simultaneously investing in employee-facing tools such as AI-powered career mapping, immersive onboarding, and human-experience management systems. Augmentation rather than replacement, human and machine capability working in tandem, frames much of this activity.

Open finance and partnership strategy receive equal weight, covering how banks are using APIs to co-create cross-border payment rails, embedded lending, and fintech joint ventures with players spanning Southeast Asia and Northeast Asia. The region's net-zero transition also features prominently, tracking green financing platforms, carbon-tracking tools, and climate-risk assessment systems rolling out across markets from Singapore to the Philippines.

• Financial performance context across revenue growth, cost efficiency, and ICT spending trends
• Country-level leadership patterns in purpose-driven banking practice

As banking shifts from institution-centric models to intelligent, adaptive ecosystems, what separates the banks that will define the next decade from those that will simply keep pace?