AFFIN Group has introduced a new football-themed gold coin collection alongside a limited-time priority banking service, as the financial institution expands its lifestyle-focused offerings beyond traditional banking products.
The new AFFIN Special Football Series Gold Coin, “Champions Go for Gold” Edition, features 999.9 purity gold and is available in three collectable designs commemorating the years 2018, 2022 and 2026. The coins are being offered at a promotional price of RM866, below the usual retail price of RM999.
The launch, held at Menara AFFIN @ TRX, also saw the introduction of the SitiZoners Express Lane, a dedicated service available at AFFIN branches nationwide for 10 days. The initiative is aimed at providing faster access for account opening and credit card applications, particularly for fans of the AFFIN brand ambassador and Biduanita Negara Datuk Seri Siti Nurhaliza.
AFFIN Group President and Group Chief Executive Officer Datuk Wan Razly Abdullah said the latest initiatives reflect the bank’s efforts to offer products and experiences that align with customers’ interests while enhancing convenience and accessibility.
He noted that the gold coin series combines collectability with physical gold ownership, while the express lane initiative is intended to streamline customer interactions and reduce waiting times at branches.
The launch forms part of AFFIN’s Axelerate 2028 strategic plan, which focuses on improving customer experience through innovation, service enhancements and greater accessibility.
Alongside this, AFFIN rolled out the SitiZoners Express Lane, a dedicated priority service available at branches nationwide for a 10-day period from June 22 to July 1. The lane is designed for account opening and credit card applications, with dedicated counters aimed at reducing waiting time and streamlining customer flow during the campaign period.
On the lifestyle side, AFFIN introduced the AFFIN Special Football Series Gold Coin, “Champions Go for Gold” Edition, a 999.9 purity gold collectable featuring three football-themed designs marked 2018, 2022 and 2026. The piece is positioned for collectors, enthusiasts and gift buyers, and comes in acrylic card packaging.
Priced at a promotional RM866, down from RM999, the coin will be available at AFFIN branches nationwide while stocks last. The product sits at the intersection of physical gold ownership and football memorabilia, reflecting AFFIN’s effort to link banking products with broader customer interests.
Speaking at the event, President and Group Chief Executive Officer Datuk Wan Razly Abdullah Bin Wan Ali said customer expectations are shifting toward faster and more relevant service experiences.
“Customers today expect banking that is faster, simpler and more relevant to their daily lives,” he stated, adding that AFFIN is focused on building a “customer-first, experience-led banking journey” under its Accelerate 2028 strategy.
He also noted that banking is increasingly judged beyond products alone. “It’s no longer just about financial products. It’s about experience, access and how seamlessly services fit into lifestyle needs,” he said.
With a celebrity presence anchored by Siti Nurhaliza and a set of time-bound service initiatives, the event was positioned as both a product rollout and a visibility play — but the core message remained consistent: faster access, simplified processes, and more lifestyle-aligned banking touchpoints.
