HLB unveils the new Hong Leong Personal Banking

Hong Leong Bank (HLB) today launched its newest service, the Hong Leong Personal Banking. Personal Banking is designed to fully understand and addressthe needs of the high middle-income segment. This segment of customers is at the stage of accumulating their wealth and they aspire to have personalizedattention to their financial needs.

According to Ms Yvonne Chia, Group Managing Director of Hong Leong Bank, "There is considerable potential for this segment as they number more than 1million and their banking needs are rapidly evolving. The Personal Banking service is launched to cater to this segment and we will leverage on ourextensive 185 branches nationwide to reach out to them. This also proves that we remain true to our word – the customer is at the heart of what we do inHong Leong Bank."

Based on the learning and success of Hong Leong Priority Banking, customers appreciate the personalized service provided by the Relationship Managers. "Assuch, we have set-up a team of Personal Bankers in our branches to assist high middle-income customers. Our goal is to help them maximize the potential oftheir money today for a better tomorrow. We are therefore clearly focused on solutions and services for the different market segments of Personal Bankingand Priority Banking. Both segments are helmed by Ms Moey Tan, HLB's Chief Operating Officer, Personal Financial Services," added Ms Chia.

With the use of the Hong Leong Wealth Planner, a comprehensive financial tool, our dedicated Personal Bankers can assist customers in assessing theircurrent financial standing and develop a tailor-made portfolio by allocating assets into a combination of savings, investments and insurance solutions.

Hong Leong Personal Banking customers have to maintain a minimum deposit and/or investment balance between RM50,000 to RM199,999. Hong Leong PersonalBanking customers get to enjoy a whole host of privileges and benefits, among which are -

· Complimentary financial health check with Hong Leong Wealth Planner

•  
• Free Gold Card

· Low Interbank GIRO (IBG) Fees for fund transfer from HL SmartLink Account

· Preferential rates for Home Loan packages

· Cash rebate on Bancassurance packages

· Special package on loan products

With a growing high middle-income group in Malaysia, the Bank expects to have 50,000 Personal Banking customers by the end of the first year.

Following today's launch, Hong Leong Personal Banking will have Open Days at selected branches on 20 & 21 September 2008 from 10am till 4.00pm. At theOpen Day, Personal Banking customers will receive welcome gifts, excellent product offers, lucky dips and refreshments. There will also be activities tokeep the kids entertained.

-END-

Press Release - 18/09/2008