Monday, 1 June 2020,   09 Syawal 1441H


BSN Launches a Refreshed Brand with Strong Customer Focus

Aspires to empower through efficient access to the financial system – and financing dreams of a better future


Kuala Lumpur, 15 October 2015 – Bank Simpanan Nasional (BSN) today introduced a refreshed brand identity and logo. The new corporate branding reflects both the evolution of the bank, as well as its vision for the future. Introducing a new brand promise of ‘A Better Life Within Your Reach’, BSN is building on the solid customer-focused operations that it established over the last few years to bring high-quality financial services to all Malaysians.


Speaking at the launch, BSN Chief Executive Datuk Adinan Maning said the bank today offers banking services to every Malaysian, through the largest banking network in Malaysia, covering even the most remote areas in every state. He explained, “Tonight is not just about the manifestation of a long and arduous journey of rebranding an institution but rather, it is a testament of our enduring commitment and aspiration to continue supporting Malaysians (by providing retail financial services) from all walks of life regardless of circumstance and social standing. Throughout the history of BSN there were many initiatives that have firmly established the Bank onto the fabric of Malaysian life”.


“The refreshed BSN brand expresses our outlook for the future while capturing the essence that makes BSN unique. Our aim is to be an integrated platform of financial services and infrastructure for our customers, helping them achieve their dreams. By empowering them with access to banking services and innovative products, we want to provide opportunities for a better life, not just convenience. We are using our over 40 years of banking excellence and wide network as the foundation to continue aiding nation building as well as connecting all Malaysians to opportunities in the modern world”, Adinan added.


“BSN has reengineered how we work to deliver on our new brand promise to customers. We are poised and ready to deliver a better banking experience on the back of the extensive modernisation of our network, IT and go-to-market structures. We have been accelerating adoption of modernised systems to improve access to financial services, and the steady growth of our customer base year on year reflects the success of this strategy. We will continue to do this while taking a deeper customer-focused approach and renewing our commitment to banking service excellence”, added Adinan.


BSN has introduced four distinct propositions as the bedrock of its brand promise to give customers a differentiated experience:


  • Committed: We are committed to excellence in all that we do.

  • Agile: We anticipate market trends and leverage on opportunities.
  • Respectful: We value diversity among people, ideas and points of view and strive to put ourselves in their shoes to better understand their needs.
  • Ethical: We are transparent, honest and uphold the highest moral values.


BSN also introduced a new visual identity that switches its corporate colour to teal, which represents trustworthiness and reliability. The signature Pohon Pitis now includes 14 branches to represent the 14 states in Malaysia. The brand refresh will be rolled out across all customer touch points, including its website, social media channels, advertisements, company infrastructure and banking outlets nationwide in phases.


A leading financial institution serving every Malaysian
BSN has invested significantly over the years to transform all areas of the business to stay ahead of fundamental changes in the industry as well as meet the needs of customers. BSN believes that the solid foundation it has built for banking services caters well to the rising demand for high-quality banking services.


“After 40 years, BSN is a well-known brand in Malaysia. However, there is a difference in its brand perception if we look at the different demographics, so with this rebranding, we want to create a fresh brand identity that will resonate among all Malaysians,” Adinan said.


He said the bank is committed to being the best financial services provider for the mass market by making access to the financial system easy, seamless and pleasant through its upgraded network, competitive and innovative product offerings, and good customer experience. To date, 31 of our business branches have been remodelled and are now equipped with internal layouts that promote business growth and customer comfort, and we are looking to remodel more branches.


“We have transformed our entire operations to serve our growing customer base. Our new and technologically improved network and service points enable customers to fully enjoy high quality and better access to our banking services. We have also expanded our reach through agents in more locations nationwide to bring banking access to more Malaysians in more areas across the country,” he added.


BSN is today one of the nation’s leading financial institutions with over 7,000 employees across 401 branches nationwide. With 872 Automated Teller Machines (ATMs), 372 Cash Deposit Machines (CDM) and more than 6,000 Registered Banking Agents (Ejen Bank BSN) or EB BSN across the country, BSN serves over 9.1 million Malaysians.


“The significant improvement in our network performance and customer experience, and easy access to a wide range of services, coupled with our new infrastructure implemented through various touch points will increase the appeal and the usage of our financial services. Our focus is to ensure that everyone has access to quality and relevant banking services within their reach,” concluded Adinan.


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Press Release