RHB Singapore evolves with its customers’ needs with app enhancement on cross-border banking

RHB Singapore, a leading regional bank committed to placing customers at the heart of its offerings, has further enhanced its mobile banking app to provide seamless cross-border financial services.

Building upon its existing feature that allows customers to easily link and view their RHB Malaysia accounts on the RHB Singapore mobile app, the bank has now introduced a funds transfer feature allowing customers to transfer funds instantly between their accounts in Singapore and Malaysia through a single, integrated mobile platform.

In a conversation with MARKETING-INTERACTIVE, RHB shared that this enhancement reflects the bank’s dedication to simplifying banking journeys for its customers and supporting their cross-border needs with more accessible features.

Coreen Kwan, head of retail banking at RHB Singapore, said, “With the evolving needs of our customers, and an increasingly digital-savvy customer base, RHB is committed to offering seamless and secure financial solutions while prioritising customer centricity.”

Recognising the growing demand for seamless, secure, and efficient cross-border financial solutions, this new app feature focuses on a user-friendly interface with enhanced funds transfer capabilities. This development empowers RHB’s Singapore-based customers with full control over their finances in both Singapore and Malaysia, enabling them to manage their finances anytime, anywhere.

With a strong emphasis on ease and convenience, the app simplifies forex exchange, addressing a real need for customers with ties to both countries. The app also boasts robust security features that ensure peace of mind for cross-border transactions.

Meanwhile, RHB is also going the extra mile to guarantee competitive forex rates, ensuring that customers maximise the value of their cross-border transactions to get the most out of their dollar.

To increase awareness and educate consumers on the ease of use of the new app feature, and to drive consumer adoption, the bank has launched a new campaign with the tagline: “Enjoy authentic Malaysian flavours with the money you send back home.”

The campaign leverages the shared culinary heritage to strengthen the bond between Singaporeans and Malaysians. It also entices users to make funds transfers of at least SG$300 to their RHB Malaysia accounts, with the first 1,000 qualifying customers receiving a SG$50 cash credit. This limited-time promotion, running across social media, programmatic advertising, and search engine marketing (SEM), has already demonstrated success, generating traffic and app installs.

Luke Diep, head of brand marketing and communications at RHB Singapore, said, “We believe that authenticity is the foundation of strong connections.”

He added that the launch campaign reflects RHB’s true understanding of Malaysians living in Singapore, who cherish their heritage and connection to home.

“By providing the best value in cross-border transfers, we enable our customers to not only send money home, but to also preserve and share the authentic Malaysian experience with their loved ones. RHB is more than a bank; we are a bridge to home, built on trust and a shared culture,” Diep added.

This article was written in collaboration with RHB Singapore.