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KUALA LUMPUR (Feb 10): Hong Leong Bank (KL:HLBANK) has rebranded its affluent wealth management offering as HLB Priority, shifting from a transaction-based “Priority Banking” model to a more advisory-led approach. The new HLB Priority focuses on five client goals: preservation, income, growth, diversification and legacy, and forms part of the bank’s 3–5 year transformative plan to make wealth management a key long-term growth driver.
HLB managing director and CEO Kevin Lam said in a statement the bank is moving beyond traditional banking to focus on long-term wealth stewardship, positioning wealth management as a core business rather than a supplementary service and a major contributor to non-interest income.
As part of the refresh, HLB introduced a new “Health is Wealth” pillar through a partnership with Asia OneHealthcare, giving clients access to health screenings, specialist consultations and health talks tailored to different life stages.
HLB will also roll out a refreshed brand identity across all customer touchpoints, including redesigned Priority Centres nationwide, with updates scheduled to be completed by March 2026.