APS Bank: One of Malta’s most dynamic banking transformations

There is never a dull moment for APS Bank’s Chief Strategy Officer Liana DeBattista. Her role sits at the crossroads of vision and execution – ensuring the Bank not only sets ambitious plans but keeps pace with a fast-changing world.

The Bank sets up its strategic plans for the coming three years – but every year, they are revisited to ensure that targets are being reached, that they reflect changes to external and internal factors, and that operations are delivering according to forecast.

“We always work with a rolling three-year programme as that is the best way to keep one step ahead,” she explained.

The timing could not be more crucial. APS is currently preparing for a rights issue of equity shares, a process that will place the Bank firmly in the public eye. For DeBattista, this moment highlights just how far APS has come, especially considering that the Bank is no longer the small community Bank of a decade ago.

Today, it is a trusted, proven institution with big ambitions – proudly reporting €4.2 billion in assets for 2024 and standing as the second largest lender to the Maltese economy, all very much in line with its mission to provide its “stakeholders with opportunities to grow.”

It is not easy for banks anywhere at the moment, as FinTechs are disrupting the financial landscape. But traditional banks have been slowly but surely transforming, with digital services being the most obvious change for its customers. However, there is much more to digital services than merely providing online onboarding or mobile apps.

DeBattista is well aware that the Bank’s strategic objectives need to reflect the needs of present and future stakeholders, building on the trust of its core customers, and being innovative enough to attract those of the future.

The business planning season kicked off in early July, soon after the Bank announced its midyear pre-tax profits of €9.1 million, and its strategy going forward is clearly growth: not only organic but also inorganic, as clearly stated by the Bank’s CEO Marcel Cassar at the time.

“Organic growth means expanding at your own pace, looking at your business lines, deepening relationships with existing customers and reaching new ones through your channels, whether digital or the branch network – all through having the right products and effective communications.”

This approach requires APS to constantly re-evaluate its offering as a full-service bank – from mortgages and investments to having a whole suite of everyday banking propositions. Technology investment has been a game-changer. Apart from completing the transformation of all its branches and adding new functionalities to the myAPS app, APS has also recently modernised its ATM network to allow customers to deposit cash and cheques without the need of envelopes, instantly into their accounts 24/7.

And it’s not just about infrastructure. APS has become one of Malta’s most competitive banks in everyday banking.

“For instance, there are no annual fees on our cards. And they can be used through Google Pay and Apple Pay, which gives us a competitive advantage as very few banks can offer this. These are the kinds of details that make a big difference to customers.”

APS has scrapped fees on online standard SEPA payments and SEPA instant payments, and removed charges on standing orders and bulk SEPA transfers for both personal and business customers.

For customers, these changes add up – literally. “Over time, small fees can make a big dent,” she notes. “Removing them is part of our promise to make banking simpler and more personal.”

Inorganic growth, on the other hand, differs as it relies on acquisitions – whether of a whole financial institution, a portfolio or even a package of home loans, all of which give a fast-track boost to the balance sheet.

“We are open to the idea and are keeping our radars going, although it is very important that any acquisition would fit in with our vision, mission and values,” she said.

“We want to continue creating value for all stakeholders, whether shareholders, customers or employees. But in doing so, we need to keep our DNA – the sustainability element, the community banking ethos – all that needs to remain.”

In a country where SMEs form the backbone of the economy, APS’s role is both financial and societal. The banking sector contributes over six per cent to Malta’s Gross Value Added, and APS plays a key part in that.

“We have been capturing 40 per cent of the new home loans in the market, and our corporate portfolio grew by 29 per cent last year,” she said.

“Speed, simplification, the very best services we can offer the customer. That is our everyday mantra here, at every level. Every one of our employees – no matter in what department – lives by this mantra.”

There is more to APS Bank than its level of service, though. Conscious of its role in promoting sustainability, it has policies including a Responsible Lending Policy, for instance.

The Bank is indeed well known for its association with ESG principles and has tackled numerous issues from pensions to transports through its Malta Sustainability Forum.

“We have been a pioneer in this space, offering sustainable finance options on both the deposit side and the lending side,” she said, adding that this approach extended throughout the Bank’s corporate social responsibility programme.

“It’s more than just our role as providing financial services; it’s about contributing to Malta’s progress in a meaningful way.”

What does this mean in practice? Apart from the initiatives that tend to get the media spotlight, there are others that reflect the Bank’s groundbreaking approach. One of these is the creation of an autism-friendly environment, which involved training no fewer than 90 employees to become autism ambassadors.

“It’s not just about products and numbers,” says DeBattista. “It’s about people – customers, employees, and the wider community. That’s what makes this work so rewarding.”

Indeed, for someone leading one of Malta’s most dynamic banking transformations, it’s no surprise that there’s rarely a quiet day. But as DeBattista puts it, the energy is what keeps her inspired.

“APS is not just growing – it’s evolving. We’re building a Bank that’s modern, inclusive, and ready for the future, while staying true to who we are. That’s what makes every moment worth it.”

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Approved and issued by APS Bank plc, APS Centre, Tower Street, B’Kara BKR 4012. APS Bank plc is regulated by the Malta Financial Services Authority as a Credit Institution under the Banking Act 1994 and to carry out Investment Services activities under the Investment Services Act 1994. Applications are subject to the Bank’s lending criteria. Terms and conditions apply and are available on Terms and Conditions – APS Bank.