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Effendy was appointed to the Board of Touch ‘n Go on 15 May 2015. He also currently serves as Chairman of TNG Digital, the operator of the Touch ‘n Go eWallet, and was formerly Group CEO of Touch ‘n Go Group. He brings with him over two decades of experience that includes areas of corporate advisory, investment banking, private equity and portfolio investments, as well as digital payments and financial services.

Effendy currently serves as Chief Executive Officer of Group Consumer & Digital Banking at CIMB Group, managing the Group’s consumer banking franchise across the region, including its digital banking initiatives. He oversees all aspects of the Group’s retail segments, products and channels across ASEAN, including digital banks in two markets. In his present role, he is also responsible for all of CIMB Group’s investments, partnerships and value creation activities in the digital space, previously within the ambit of CIMB Digital Assets (including Touch ‘n Go and TNG Digital), of which he was CEO.

Having spent the last 19 years at CIMB Group, Effendy was previously CEO of Group Ventures & Partnerships at CIMB Group, where he was responsible for the development of the Group’s new and disruptive revenue and value creation streams, with a focus on cultivating new-age partnerships at scale, venturing through selective strategic investments in platform-based businesses, and managing its digital banking franchises. At the same time, he was also responsible for CIMB Group’s asset management and investments business across both public and private markets, including its regional asset management business, its private equity fund management business and proprietary equity investments portfolio.

Prior to that, Effendy was CEO, Group Commercial Banking at CIMB Group, managing CIMB Group’s regional banking businesses for the small and medium enterprise and mid-sized corporate segment, with a key focus on creating differentiated propositions and executing long term growth strategies. Preceding that, he was Group Chief Marketing and Communications Officer, managing the CIMB Group’s entire marketing and communications initiatives and lead franchise-wide efforts to ensure a consistent and differentiated CIMB brand for all of the CIMB Group’s businesses across the region. Before that, he served as a Director in the CIMB Group’s Investment Banking Division, primarily focusing on corporate advisory and origination.