Doreen Choo Takes Charge as AFFIN PHEIM Group CEO

AFFIN Group has appointed Doreen Choo Choy Wan as the new Group Chief Executive Officer of AFFIN PHEIM Asset Management Group, starting from 23 October 2026. The appointment places Doreen Choo at the forefront of leadership with leveraging about three decades of experience within the Malaysian asset management industry.

As the Group Chief Executive Officer of AFFIN PHEIM, she will be responsible for spearheading the growth strategies of the company, emphasizing on increasing the assets under management (AUM), market share and improving business activities within the institutional and retail segments.

Key Highlights:

• Doreen Choo takes charge as AFFIN PHEIM Asset Management Group CEO
• She will focus on AUM growth, market expansion and institutional and retail businesses
• Doreen Choo brings nearly 30 years of asset management experience and CFA qualifications

As a seasoned professional, Doreen Choo’s leadership strategy for the new role will revolve around developing the market penetration and improving the institutional and retail offerings of AFFIN PHEIM. Distribution channels development and differentiated investment strategies that are aligned with strategic mandates will be part of her initiatives to satisfy the demands of a diverse clientele. Investment competence and good governance will form an important part of this strategy as the group will strive to become more competitive.

“I’m happy to share that I’m starting a new position as Group Chief Executive Officer at Affin Pheim Asset Management!” Doreen Choo shared on her LinkedIn.

With almost three decades of experience within Malaysia’s asset management industry, Doreen Choo leads the fields of investment management, portfolio strategy and business development. This experience has prepared her well in order to guide AFFIN PHEIM towards successful growth.

Datuk Wan Razly Abdullah, President and Group Chief Executive Officer of AFFIN Group, pointed out that Doreen Choo’s experience, leadership, and strategic thinking skills will come in handy for growing plans of AFFIN PHEIM. In particular, he indicated that this decision will help the company to become stronger in asset and wealth management value chain development through making use of existing business capabilities.

Furthermore, he added that the goal of AFFIN PHEIM is to become an asset management franchise, which will be characterized by differentiation and high performance. This will be achieved by focusing on investment excellence, client proposition, and sustainable profitability.

The Board of Directors & Management of AFFIN Group welcomes Doreen Choo and looks forward to her contribution towards steering the company into its next phase of growth and establishing its presence in the market to create sustainable value for all stakeholders including customers and shareholders.

Doreen Choo has a Bachelor of Arts in Economics, First Class Honours, from the University of Malaya. Her professional qualifications include the Chartered Financial Analyst (CFA) designation and CFA ESG Investing Certificate. In addition, she has acquired the UNPRI Advanced Responsible Investment Analysis certificate, further enhancing her credentials in investment analysis and responsible investing.