Marketing perspectives on compliance: a study of bKash’s AML & CFT practices

Abstract

The following internship report provides a summary of my three months of work experience at bKash Limited, where I was employed by the External and Corporate Affairs Division's (ECAD) in the AML & CFT Department. Following an industry and competitive study, the paper examines bKash's organizational practices, covering executive leadership, advertising, financial performance, business operations and information systems. The connection between marketing and compliance, specifically how AML and CFT procedures promote brand credibility and trust-building in the mobile financial services (MFS) sector, has received particular attention. I helped with projects centered on customer due diligence, compliance monitoring, and the identification of AI-driven deepfake accounts during my internship, emphasizing the importance of compliance in preserving consumer confidence and fostering long-term development. In order to make compliance a competitive edge for bKash, the research ends with a series of conclusions, insights, and suggestions meant to improve cross-functional cooperation between regulation and branding.