Hong Leong Bank Berhad has repositioned its wealth management offering under a refreshed segment known as HLB Priority, marking a move away from traditional, transaction-based priority banking towards a more advisory-led model.

The update reflects changing expectations among high net-worth and high-income individuals in Malaysia, particularly as wealth is transferred to a younger generation with more complex financial and lifestyle needs.

From Products To Outcomes-Based Wealth Planning

Under the refreshed structure, HLB Priority is designed around five outcome-driven wealth goals: Preservation, Income, Growth, Diversification, and Legacy.

Rather than focusing primarily on individual banking products, the bank is positioning HLB Priority as a longer-term advisory relationship that combines investment planning, institutional-grade financial solutions, and lifestyle-related support. The aim is to address both financial planning needs and the practical considerations associated with managing wealth over time.

Built On Regional And Islamic Wealth Capabilities

The repositioning builds on earlier strategic initiatives by Hong Leong Bank, including its alliance with Swiss private bank Lombard Odier and the expansion of Shariah-compliant wealth offerings through Hong Leong Islamic Bank Berhad.

These capabilities are being incorporated into HLB Priority as part of the bank’s broader three- to five-year transformation plan, with regional wealth management identified as a contributor to long-term growth and non-interest income.

Lifestyle Support Integrated Into Wealth Services

As part of the refreshed offering, HLB Priority introduces a “Health Is Wealth” pillar. Through a partnership with Asia OneHealthcare, a regional private healthcare provider, clients are offered access to health screenings, specialist consultations, and medical-related services aligned to different life stages.

The bank has positioned health-related considerations alongside financial planning, reflecting how medical needs and time constraints can influence financial continuity for higher-income individuals and business owners.

HLB Priority clients also gain access to regional mobility and multi-currency solutions, supporting cross-border financial and lifestyle needs across Malaysia, Singapore, Vietnam, Cambodia, Hong Kong, and China.

Updated Brand Identity And Physical Centres

Alongside service changes, Hong Leong Bank is rolling out a refreshed HLB Priority brand identity across customer touchpoints, including Priority Centres nationwide.

Physical upgrades, including redesigned interiors and updated signage, are scheduled to be completed in phases through March 2026. These changes are already underway and form part of the broader repositioning exercise.

Positioning HLB Priority Within A Broader Banking Offering

HLB Priority’s launch places wealth management within Hong Leong Bank’s wider range of retail products and services. Customers who already use offerings such as savings accounts, loans, or Hong Leong Bank credit cards may evaluate the segment as part of an overall banking relationship rather than as a standalone service.

This development may influence how some consumers compare priority banking options, particularly when considering whether to manage different financial needs within a single institution.

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