PETALING JAYA: Hong Leong Bank (HLB) has announced the evolution of its affluent wealth management segment, now known as HLB Priority.
In a statement, it said this transformation marked a strategic pivot from the transactional, product-based “priority banking” towards an advisory approach, designed to address the ever-changing aspirations and priorities of its clients.
“By merging institutional financial solutions with personalised advisory and exclusive lifestyle privileges, the reimagined HLB Priority aims to help clients achieve five core outcome-driven goals, namely preservation, income, growth, diversification, and legacy.”
The evolution followed a series of strategic milestones that had redefined its wealth capabilities, most notably its landmark alliance with Lombard Odier and its renewed syariah-compliant wealth proposition under Hong Leong Islamic Bank.
“By intensifying these efforts, the reimagined HLB Priority serves as a key engine of the bank’s three-to-five year transformative plan, positioning the regional wealth management segment as a long-term growth driver.”
Kevin Lam, HLB’s group managing director and chief executive officer, said the next-generation of high-net-worth individuals are increasingly seeking sophisticated, value-added services from wealth managers as Malaysia enters a significant era of wealth transfer.
“In our commitment to transcend the ‘banking’ label, we are deliberately shifting to a dedicated advisory-led model, looking towards the long-term stewardship of our client’s aspirations. With this, we believe wealth management can no longer be viewed as a peripheral service.
“Our strategy is built on the principle of mutual growth where by delivering high-value advisory, specialised solutions and exclusive privileges, we are simultaneously driving the bank’s wealth franchise as a primary engine of long-term growth and a vital pillar of our non-interest income.”
