Hong Leong Bank (HLB) has launched a new campaign called Wealth Odyssey, aimed at its Priority and Private Bank customers. If you hold an HLB Priority or HLB Private Bank account, investing or taking up insurance products through the bank during the campaign period could earn you luxury gifts, with the top prize being a trip to Machu Picchu, the Swiss Alps, and the Forbidden City.

The campaign follows HLB Priority’s recent rebrand, which shifted the segment’s focus from transactional banking towards advisory-led wealth management. HLB Priority now organises its services around three pillars: wealth preservation, growth, and legacy planning.

What The Wealth Odyssey Campaign Includes

The campaign rewards HLB Priority and Private Bank customers who invest and insure through HLB with luxury premium gifts. The grand prize is a trip to Machu Picchu in Peru, the Swiss Alps, and the Forbidden City in Beijing, with smaller luxury gifts available at lower tiers.

HLB has themed each destination around its three wealth pillars: Machu Picchu for preservation, the Swiss Alps for growth, and the Forbidden City for legacy.

Specific eligibility thresholds and reward tiers have not been publicly detailed at the time of writing. If you’re an HLB Priority or Private Bank customer interested in participating, contact your relationship manager for the full terms.

HLB Priority’s Shift Towards Advisory Wealth Management

The Wealth Odyssey campaign follows a wider change at HLB. The bank’s wealth management segment has moved away from product-pushing and towards what it calls an “advisory-centred approach,” where customers work with relationship managers to plan across investments, insurance, and financing rather than buying individual products separately.

Jeffrey Yap, HLB’s Managing Director and Regional Head of Wealth Management, described the shift as a move towards treating wealth as “a continuous story” rather than a set of one-off transactions. In practice, HLB Priority now bundles investments, insurance, and global market advisory under one relationship manager.

For high-net-worth individuals already banking with HLB, this means dealing with one advisory team instead of separate departments for each product. Whether that translates into better advice depends on execution, but the setup is designed to give your relationship manager a fuller picture of your finances.

New Services For HLB Priority Customers

Beyond the campaign, HLB has expanded its Priority offering in two areas.

The first is portfolio financing, which lets you borrow against your existing investment portfolio. You get cash without having to sell your holdings, which is useful if you spot a market opportunity but don’t want to exit a long-term position. Portfolio financing is common among private banks, but HLB is now making it available to its Priority tier as well.

The second is a healthcare partnership with Asia OneHealthcare. HLB hasn’t fully disclosed what this covers, but it’s positioned as a health-related benefit for Priority customers. The specifics are worth confirming directly with HLB.

What This Means If You’re A HLB Priority Customer

If you already hold an HLB Priority or Private Bank account, the Wealth Odyssey campaign rewards you for consolidating your investments and insurance through HLB. The entry requirements for HLB Priority typically involve maintaining a minimum total relationship balance with the bank.

If you’re an existing customer, contact your HLB relationship manager for full campaign details, eligibility criteria, and reward tiers. More information is also available at www.hlb.com.my/wealth-odyssey.

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