Absa Bank Kenya reaffirms its focus on affluent segment with an expanded offering

The reorganised affluent offering is a key component of Absa Bank's refreshed consumer banking business, which has transitioned from product-driven to a customer segments-led division driven by customer insights. The inclusive approach ensures that every customer, regardless of financial status, finds value in Absa’s offerings. As part of this, consumer banking is now classified into three segments: The NextGen consumer, Mass & Middle market consumer, and the Affluent Consumer.