OCBC’s Premier Banking segment, with IDR 150 trillion ($8.48 billion) in assets under management (AUM), is built on an integrated wealth management model where growth is driven not only by asset accumulation but also by deeper client relationships and stronger engagement across advisory and digital channels. Stephanie Kristanto, Premier Banking segment head, said the bank’s affluent strategy combines relationship manager (RM)-led advisory with increasingly sophisticated digital wealth capabilities embedded in OCBC Mobile. This strategy has delivered measurable growth, with Premier Banking AUM rising by around 12% and the affluent customer base expanding close to 10%. The segment now accounts to more than three-quarters of the Consumer Segment AUM pool, underscoring its central role in OCBC’s retail banking business. RM-led advisory remains the primary driver while digital channels scale wealth execution OCBC’s affluent banking model is built on a dual-channel structure where advisory-led engagement remains the primary driver of product uptake, while digital platforms provide execution scalability. Kristanto said that majority of revenue is initiated through RM-led advisory interactions, reflecting the continued importance of human advisory in complex wealth management decisions. This advisory model is supported by structured portfolio analytics and digital tools that provide RMs with system-generated portfolio insights and market updates to inform client rebalancing recommendations. Once investment decisions are made, clients can execute transactions directly through OCBC Mobile, particularly for bonds. Kristanto said this has become the preferred channel for a significant share of affluent customers, reflecting the conservative risk profile of Indonesian investors. The model reflects a clear division of roles: advisory drives investment decisions, while digital platforms enable efficient execution, allowing OCBC to streamline transactions without compromising client control or engagement quality. Digital wealth platform expands product adoption and drives higher transaction activity OCBC’s digital wealth platform has evolved into a multi-asset investment hub offering mutual funds, bonds, gold, bancassurance and international investment products. More than half of Premier Banking customers now transact through digital platforms, while around three quarters of them are digitally active. Growing digital engagement has translated into stronger transaction activity, with more than 18% increment in wealth fee-based income in fiscal year2025. Growth was driven by strong demand for bonds, mutual funds and bancassurance products, reflecting increasing customer participation and broader adoption of the advisory-led investment model. Mutual funds in non-digital channels also continued to gain momentum, with all transaction value increasing by more than 11%. The trend suggests sustained client retention and portfolio reallocation among affluent customers. Beyond Banking deepens customer loyalty and accelerates asset consolidation A defining feature of OCBC’s affluent proposition is its Beyond Banking programme, which extends beyond financial services to offer lifestyle, health and convenience benefits. These include medical check-ups and pick-up services privileges designed to enhance customer engagement and build loyalty among high-AUM clients. Kristanto said the programme is based on differentiated value rather than a one-size-fits-all approach. “Affluent customers should not all receive an identical proposition. Benefits need to reflect the assets they hold with the bank, because stronger usage and more relevant benefits translate into greater loyalty, trust, and relationship.” The impact of this strategy is reflected in customer behaviour, with clients using Beyond Banking services recording around twice the growth in AUM as non-users. This points to a strong correlation between lifestyle engagement and asset consolidation, suggesting Beyond Banking serves not only as a retention tool but also as a key driver of deeper client relationships and sustained asset growth. The affluent customer base’s strong increase further reinforced the dual effect of acquisition and deepening of affluent relationships. Hybrid operating model improves efficiency and retail banking profitability OCBC’s Premier Banking segment is able to keep an efficient cost-to-income ratio, underscoring the operating efficiency of its affluent banking model. The hybrid model enables digital channels to absorb transactional load while RM teams focus on advisory services and relationship expansion. This operating model has enabled the segment to become a key contributor to the bank’s overall retail performance, being the majority revenue contributor for the entire Customer Segment Revenue, including the fee-based income. While market share and customer retention benchmarks against regional peers remain limited, the available evidence points to a scalable wealth management segment that is built on the complementary strengths of personalised advice, digital execution and differentiated lifestyle engagement. As customer adoption of digital wealth services continues to deepen, OCBC appears well positioned to strengthen its leadership in Indonesia's affluent banking market while preserving the relationship-led approach that underpins its growth.
