Speaking about the campaign, Absa Bank Kenya CIB Managing Executive, James Agin, said: “Being invested in your story encapsulates more than a marketing campaign. It is a promise we are making to our clients," said Agin.

"It embodies the philosophy of a deep, human-centred approach and signifies a commitment to prioritising client perspectives, co-creating solutions that align with their ambitions, and providing unwavering support through every challenge and triumph. This commitment means supporting them through the highs and lows and building deep and trusted partnerships. We are on the journey with them, every step of the way.”

Through its Corporate and Investment offerings, the bank meets the needs of its clients by offering transactional solutions, asset finance, trade finance and working capital as well as risk management solutions. CIB also partners with clientele in the segment to offer multi-currency cards, company credit cards and asset management solutions.

Mr Agin added that the lender’s decades of experience and subject matter expertise have been crucial in supporting clients through multiple economic headwinds of the recent past, including the Covid-19 pandemic, geopolitical and supply chain shocks as well as the forex challenges.

“The current tough economic cycles require the banking sector to evolve beyond traditional models that focused largely on transactions, and the bottom line. Bankers more than ever need to see the bigger picture and take a longer-term view of businesses that are undergoing tough times as they reposition for growth. We need to be their trusted advisors in helping them manage and hedge against these risks and shocks,” explained Mr Agin.

This requires financial mediation that prioritises understanding clients’ perspectives, ambitions, and challenges, to co-create solutions that are tailored to their specific needs, he added.