One of the brightest ideas (or not) of Southeast Asia’s early 2020s tech bubble was centralizing every digital service imaginable in a single smartphone app, a barely veiled attempt to replicate the success that China’s dominant platform companies enjoyed with this business model. Unsurprisingly, the results have been inconclusive because China is a unique market and we are willing to bet that there will not be another Alipay or WeChat anywhere.
That’s a key reason that GXS Bank, the digital banking venture of Singapore-based erstwhile super app Grab (it doesn’t use that term so much anymore) and Singaporean telecoms giant Singtel faces a tough slog. How many people, ultimately, prefer to bank with the same company they use to book taxis and order pizza? Or their mobile phone service provider? Pure-play fintechs just seem more focused on, well, you know, financial services.
There are other challenges that GXS Bank faces. Here are a few of them: high operating costs, low customer engagement (many accounts are inactive), intense competition from established banks with wider offerings, and the challenge of monetizing a saturated market in which most people already have bank accounts. GXS Bank faces pressure to scale, cut costs and move beyond basic savings to more profitable lending and investment products. Ultimately, GXS Bank must prove its viability against legacy banks that quickly match digital features.
It is against that backdrop that the company recently slashed headcount by 10%. The decision to reduce headcount is part of the group’s transition from the early growth stages of building a bank to running the operations, GXS group chief executive Lai Pei-Si said in a note to staff. “The roles that are essential as we move forward and focus on running the bank may be different from our build phase,” said Lai.
Lai said that after conducting a strategic review, GXS tried to “reshape” itself for a year and a half. She said that the digital lender has only backfilled vacated roles that it believes are essential for the group for the years ahead. It has also “regionalized” its core capabilities, such as data, product and technology, to “improve collaboration” and scale its product innovation across multiple markets. “However, the pace of organic reshaping has been slower than expected,” she said.
A year ago, GXS Bank was still singing a triumphant tune. The company published a press release that emphasized it had 3 million customers across Southeast Asia, including Singapore (200,000 in the city-state), Malaysia and Indonesia. That sounds pretty good – until one considers that Indonesia has a population of 286 million and Malaysia 31.5 million. 2.8 million customers is less than 1% of the combined populations of those countries.
“We are well-positioned to grow our business and serve even more customers in the coming year. 2025 will be the year of significant scaling up for the digital banks in the GXS Group,” then Group CEO Muthukrishnan Ramaswami said.
Things have turned out a bit differently than that rosy prediction. Still, with Grab-Singtel’s deep pockets and Singaporean state backing, their digital banking ventures are in no danger of failing, even if Grab’s overall performance continues to disappoint investors. After all, this is a company whose stock price has fallen almost 60% since its Dec. 2021 market debut on the Nasdaq.
At some point, Grab will undoubtedly move from the red into the black, but will its digital banking subsidiaries live up to the hype surrounding them? In contrast to the Wall Street analysts cheerleading for Grab, we’re not so sure, especially when native digital competitors like Standard Chartered-backed Trust Bank seem to understand the banking business better.



