At the helm: Doreen Choo appointed CEO of AFFIN PHEIM Asset Management Group

With nearly 30 years of experience in Malaysia’s asset management industry, Choo will focus on growing assets under management, expanding market share, and strengthening the business’s institutional and retail franchises.

AFFIN Group has appointed Doreen Choo Choy Wan (pictured above) as Group Chief Executive Officer of AFFIN PHEIM Asset Management Group, effective 23 October 2026.

The appointment marks a new phase in AFFIN PHEIM’s growth as it seeks to strengthen its position in the asset and wealth management industry. The business oversees AFFIN PHEIM Islamic Asset Management and AFFIN PHEIM Unit Trusts, positioning it to expand across the asset and wealth management value chain, grow recurring income streams, and deliver long-term value for clients and stakeholders.

In her new role, Choo will lead AFFIN PHEIM’s growth strategy, with a focus on expanding assets under management (AUM), driving sustainable and profitable growth, and strengthening its position in the asset management industry.

Her priorities include expanding market share, strengthening institutional and retail businesses, enhancing distribution capabilities, securing strategic mandates, and delivering a differentiated range of investment solutions supported by investment excellence and robust governance.

Choo brings nearly three decades of experience in Malaysia’s asset management industry, with a career spanning investment management, portfolio strategy, and business growth.

She holds a Bachelor of Arts in Economics, First Class Honours, from the University of Malaya. She is also a Chartered Financial Analyst (CFA) charterholder, and holds the CFA ESG Investing Certificate and the UNPRI Advanced Responsible Investment Analysis certification.

Datuk Wan Razly Abdullah, President and Group Chief Executive Officer, AFFIN Group, said Choo’s leadership, industry expertise and strategic vision would support AFFIN PHEIM’s growth ambitions and strengthen its position across the asset and wealth management value chain.

He added that the business aims to build a differentiated and high-performing asset management franchise, underpinned by investment excellence, a compelling client proposition and resilient profitability.

The Board of Directors and Management of AFFIN Group welcomed Choo to her new role, expressing their anticipation of her leadership in advancing the business’s growth agenda, strengthening its market position, and creating sustained value for clients and stakeholders.

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Lead image / AFFIN Group