Kuala Lumpur, Malaysia – Ryt Bank, which recently launched its AI-powered bank service to Malaysians last August, has launched its first brand campaign, focusing on how they are not just another entrant in the local digital banking space, but as a clear step forward in how banking can work for people.
In an exclusive interview by MARKETECH APAC, Irene Cheah, chief marketing officer at Ryt Bank explained how the campaign is not all about flashy tech in banking for the sake of it, but about making banking genuinely smarter, faster, and more helpful.
“Our first brand campaign is anchored on the belief that banking should be simple, transparent, and rewarding — or as we call it, “Banking done right.” It’s more than just tagline; it’s a promise to Malaysians that a bank built by Malaysians can redefine what banking feels like. We wanted to strip away the complexity often associated with banking and instead highlight ease, speed, and trust,” she explained.
Irene further added, “This campaign sets the tone for how Ryt Bank will show up in people’s lives — not as another financial institution, but as a partner that makes money management seamless and empowering.”
On its launch, Ryt Bank positioned itself as the first AI-native bank created and tailored specifically for the Malaysian market. With its AI support, it can perform and assist tasks such as bill payments, fund transfers via DuitNow, expense tracking, and simple financial explanations.
It is worth noting that the digital bank also released an AI-generated video in time for Merdeka Day, highlighting how with Ryt Bank and the power of AI, they are writing a new chapter for the future of banking in Malaysia–one that is simpler, smarter, and inclusive for everyone.
Speaking about how this campaign amplifies its AI-forward services to Malaysians, Irene stated, “This campaign amplifies that promise by bringing our AI assistant, Ryt AI, into the spotlight — showing Malaysians how it can simplify daily banking in ways never seen before. From paying bills with just a chat, or uploading image to tracking spending conversationally, the campaign demonstrates how technology can feel human and intuitive. For us, it’s not about flashy tech for the sake of it, but about making banking genuinely smarter, faster, and more helpful.”
She noted that while Ryt Bank may be a newest entrant, within their first week of launch, Ryt Bank ranked No.1 on Apple’s App Store and Top 2 on Google Play within the Finance app category, while also becoming the highest-rated digital bank on both platforms. This shows that Malaysians are quick to recognise value when it’s delivered right.
“By spotlighting features such as AI-powered assistance, seamless bill payments, daily interest rewards with no lock-ins, and even instant access to credit when it’s needed most, the campaign positions Ryt Bank not just as another entrant, but as a clear step forward in how banking can work for people, “ Irene added.
When asked what Malaysians can expect more from Ryt Bank’s marketing campaigns moving forward and amplify its brand message locally, Irene stated that their future campaigns will highlight how AI can support both customers and communities.
“For customers, Ryt AI simplifies daily banking — helping to make payments, tracking spending, and learning financial basics as natural as having a conversation. For communities, it becomes a tool that amplifies creativity and opportunity — whether through collaborations with Malaysian brands and talents or hands-on experiences at events and community touchpoints,” she said.
She also highlighted how inclusivity will remain at the core, noting that with the app now available in Bahasa Malaysia, English, and Chinese, they are making Ryt Bank more accessible than ever — and will keep creating products and stories that celebrate Malaysia’s rich diversity.
“At every touchpoint, our campaigns will carry one clear promise: Malaysia deserves a world-class, AI-powered bank that is proudly homegrown, future-ready, and always committed to “Banking done right”,” she concluded.
