HLB Priority: Redefining Wealth for a New Era

HLB Priority: Redefining Wealth for a New Era

Hong Leong Bank Reimagines Its Affluent Wealth Management Segment for High Net-Worth Individuals

Kevin Lam, Group Managing Director & CEO of HLB [center], alongside Ng Yen Chuen, HLB’s Head of Priority Banking [center left] and Tay Choon Wei, HLB’s Head of Wealth Malaysia [center right], unveiling the new staff uniforms as part of HLB Priority’s renewed brand identity.

 

KUALA LUMPUR, 10 FEBRUARY 2026 – Hong Leong Bank (“HLB” or “the Bank”) has announced the evolution of its affluent wealth management segment, now known as HLB Priority. This transformation marks 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 personalized 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.

 

This evolution follows a series of strategic milestones that have redefined HLB’s wealth capabilities, most notably its landmark alliance with Lombard Odier and its renewed Shariah-compliant wealth proposition under Hong Leong Islamic Bank (“HLISB”). By intensifying these efforts, the reimagined HLB Priority serves as a key engine of the Bank’s 3-5 Year Transformative Plan, positioning the Regional Wealth Management segment as a long-term growth driver. 

 

“As Malaysia enters a significant era of wealth transfer, the next-generation of High Net-Worth Individuals (“HNWI”) are increasingly seeking sophisticated, value-added services from wealth managers. 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, specialized 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,” said Kevin Lam, HLB’s Group Managing Director and CEO.

 

HLB has curated HLB Priority as a seamless extension of its clients’ lives, acknowledging that for the modern affluent individual, time is the ultimate luxury and peace of mind is the rarest asset. By managing the complexities of a client's lifestyle through personalized advisory and value-added support, the Bank empowers them to focus on achieving the five core goals of Preservation, Income, Growth, Diversification, and Legacy. 

 

“The HNWI of today is defined by their ambition and their pace. They are not only architecting expansive portfolios but also ensuring their legacy is built with precision. In this high-velocity environment, our clients are not merely looking for a place to park their capital, they are seeking a partner who gives them back their most precious asset, which is time,” said Jeffrey Yap, HLB’s Managing Director and Regional Head of Wealth Management.

 

“By integrating a lifestyle architecture that is as robust and forward-thinking as our financial advice, we provide a level of stewardship service that mirrors the care a physician provides for one’s medical well-being. Whether we are providing access to world-class medical specialists or orchestrating seamless transit across borders, our mission is to provide solutions that are tailored to the wealth goal that you desire, whether that is to preserve and grow wealth, or generate the best outcome from your income. Ultimately, HLB Priority is about providing the sophisticated support and peace of mind necessary for our clients to step away from the logistical burden. This allows them to focus on what truly matters, while we provide the foundation for their wealth to endure and the five core objectives to be realized.”

 

As part of the renewed HLB Priority, the Bank has launched a new “Health is Wealth” pillar. Through the Bank’s partnership with Asia OneHealthcare (A1Health), a major private healthcare provider in Southeast Asia, primarily operating in Malaysia, Indonesia, and Vietnam, clients can access specialized medical care according to their unique life-stage requirements. 

 

With this, the Bank looks to facilitate access to specialist medical services, ranging from health screenings to specialized consultations and health talks. This ensures that critical health milestones are never overlooked amidst a busy professional or personal life. By recognizing the evolving needs of its clients, HLB Priority transforms personalized care into a component of every client’s holistic wealth strategy.

 

HLB Priority also provides clients access to HLB’s Regional Mobility and Multi-Currency Solutions, further supporting global lifestyles by offering seamless navigation across Malaysia, Singapore, Vietnam, Cambodia, Hong Kong, and China. 

 

With the reimagining of HLB Priority, the Bank will also roll out a refined brand identity that will be visible across all touchpoints soon, from premium stationery to custom staff uniforms. The Bank has also planned a comprehensive physical refresh of its Priority Centres nationwide, with modernized interior designs and new signages scheduled through March 2026. 

 

To know more about the refreshed HLB Priority, please visit
https://www.hlb.com.my/en/priority-banking.html