PROFILE

CAL

Q: How does CAL contribute to smarter growth in financial investments?

A: CAL is a prominent investment bank in Sri Lanka specialising in wealth management, stockbroking, advisory services and primary dealing. We are a preferred partner in the sector as we leverage our financial markets expertise to offer innovative investment solutions.

CAL provides a diverse range of investment products, catering to various risk profiles and aiming to maximise returns. We go beyond traditional banking, customising solutions to meet clients’ specific investment and funding requirements. CAL is the largest non-bank primary dealer and one of the biggest asset managers in the country.

CAL’s Equity Research team has consistently ranked first in Sri Lanka, supporting our Equity Trading business to be ranked as the No. 1 stockbroker by market share this year. With a global network and operations in Bangladesh, CAL aims to become a leading player in frontier markets.

Through comprehensive financial services and market insights, CAL empowers clients to achieve their investment goals and thrive in dynamic market environments.

Q: How does CAL strategically invest in the brand to accelerate business recovery, adapt to changing dynamics in the current business environment and ensure long-term growth?

A: Two years ago, CAL underwent a rebranding effort to reflect its core attributes and establish a new brand identity. The revamped logo now represents trust, protection, family, wealth and infinite possibilities.

A dedicated cross functional team was established to ensure the integration of branding efforts throughout the organisation, providing a cohesive brand experience aligned with strategic objectives and market dynamics. CAL has recognised the need to expand its investor base through the rebranding initiative.

The introduction of CAL Digital, an ‘all in one’ online investment platform, proved successful with over 21,000 clients on boarded. By showcasing values, culture and expertise, CAL gained client trust and experienced substantial growth in social media followings, resulting in new acquisitions.

Q: How has the strategic implementation of branding initiatives impacted your bank’s financial performance? Can you provide specific examples of how these initiatives have contributed to revenue growth or profitability?

A: With over 21,000 online customers joining our platform, we have experienced substantial revenue growth and profitability. Our branding efforts have not only attracted a large number of digital customers but doubled our overall customer base across all business verticals. This increased brand recognition has led to partnerships with foreign investment banks, opening new avenues for growth.

In our stockbroking business, we achieved remarkable success and currently, hold the top rank in the market. The wider reach of our brand has resulted in more client acquisitions and increased investor confidence. The listing of our subsidiary, Capital Alliance Limited (CALT), has further validated our brand strength – with its market capitalisation tripling since December 2021.

Our wealth management business has also thrived, nearing Rs. 95 billion in assets under management. This milestone reflects the trust high value clients place in our brand and investment strategies. Additionally, our presence on social media platforms has grown significantly, enhancing brand awareness and expanding our potential customer base.

Overall, the strategic implementation of branding initiatives has been instrumental in driving our business’ financial performance – resulting in significant revenue growth, profitability and market recognition.

Q: How do you go beyond traditional marketing strategies to build long-lasting brand loyalty through meaningful customer experiences?

A: Our approach to marketing in the investment banking sector goes beyond traditional strategies, prioritising trust building through advertising and branding efforts. We believe that this approach offers greater benefits and aligns with our bank’s values and objectives.

Our comprehensive branding strategy covers the entire customer life cycle, from acquisition to growth and retention. We emphasise financial literacy, showcase our people and culture, build trust and promote sustainability.

By demonstrating commitment to our investors’ well-being and financial growth, we establish a foundation for brand loyalty.

Telephone: 2317777 | Email: info@cal.lk | Website: https://cal.lk/