Affin Bank sees AI reshaping Malaysia wealth advisory over next 3 to 5 years

Banks expected to expand digital tools whilst maintaining relationship-based service.

Wealth advisory models in Malaysia are expected to evolve towards a more technology-enabled and client-centric approach, as investor expectations continue to shift, according to Wong Kok Hong, head of wealth advisory at Affin Bank.

Speaking in a fireside chat at the Asian Banking & Finance Summit Malaysia 2026 held on 14 April, Wong said the growing use of artificial intelligence will continue to reshape how investors access and process information over the next three to five years.

He said increased accessibility to AI tools is likely to further raise investor sophistication, requiring wealth advisors to move beyond traditional roles and focus on delivering more strategic and holistic guidance.

“Because investors adapt quickly now, we have to think about what’s next for the next three to five years,” Wong said in front of industry peers at the Four Seasons Hotel Kuala Lumpur.

Wong added that despite advancements in technology, demand for human advisory is expected to remain, particularly in navigating market uncertainty.

He said advisors will need to balance digital capabilities with relationship-driven services to support clients during periods of volatility.

Affin Bank plans to continue identifying gaps in the market as part of its strategy, including developing differentiated products and expanding offerings that are not widely available among larger institutions, Wong said.

On the operational front, the use of technology is expected to deepen, with banks continuing to invest in tools that improve internal efficiency and client-facing services, said Wong.

He noted that automation and digital systems will play a larger role in enhancing service delivery whilst maintaining client engagement.

Regulatory frameworks are likely to remain stringent, with continued emphasis on transparency and client protection.

Wong added that compliance processes and monitoring mechanisms will continue to be strengthened across the industry.

Looking ahead, Wong said wealth advisory is expected to move towards a more integrated model, with banks focusing on delivering a full suite of services across investments, lending, and insurance.

He added that institutions will increasingly look to strengthen client retention by offering more comprehensive and connected solutions.