Purpose & Strategy

Our society is facing some huge challenges: climate change, scarcity of raw materials and social inequalities. We all need to do better, and banks play a key role in helping society to improve. Either you waste time talking, or you act. ABN AMRO chooses to act.

Our strategy is a reflection of our purpose: banking for better, for generations to come. Our products and services, and the choices that we make, have the capacity to change the world around us for the better: society, our clients and our own people. 

We have updated our strategy and added a strong focus on sustainability. Key issues for us are the circular economy and creating a culture of innovation and teamwork.

To help our organisation stay agile, our strategic goals have deadlines of no more than a year. No one knows what banking will be like in five years’ time, as digitalisation and open banking evolves. What we do know is this: ABN AMRO can draw on a solid foundation of economic and financial expertise to help build a better future. Our strategy is underpinned by three pillars:

Support our clients’ transition to sustainability
We want to support our clients’ transition to sustainable products and business models, and will use our data, knowledge and expertise to do so in a profitable way. We will make a positive impact by doing what we're good at – banking.

Reinvent the customer experience
ABN AMRO is a client-focused and data-driven organisation that treasures the client relationship and delivers an effortless and recognisable client experience. We aspire to satisfy both fundamental and 'wow' client needs in the customer experience.

Build a future-proof bank
Our organisation unleashes the potential of our people throughout their careers and fully equip them to successfully contribute to our purpose and strategy, with focus, engagement and high productivity.