The Association of Banks in Malaysia (ABM) represents 26 commercial banks, promoting a sound banking system and fostering economic growth. ABM offers services like consumer protection, financial inclusion, and sustainability initiatives. Its target audience includes banking customers, SMEs, and underserved communities. ABM's unique selling proposition is its role as an intermediary between banks and customers, enhancing trust and promoting responsible banking practices. It also champions financial literacy and green finance, positioning itself as a leader in sustainable banking within ASEAN[3][4][5].