KUALA LUMPUR (April 3): Hong Leong Bank Bhd (HLB)(KL:HLBANK) has introduced a specialised pillar known as the "Health is Wealth" pillar into its client offerings, as part of the renewed proposition under the newly reimagined HLB Priority.
Such a strategic move shows that the bank acknowledges that enduring prosperity is inextricably linked to physical well-being. It shifts the banking relationship from transactional finance to a comprehensive stewardship of health and wellbeing.
Just last month, HLB rebranded its affluent wealth management offering as HLB Priority, shifting from a transaction-based "priority banking" model to a more advisory-led approach.
According to its press release, the offering is based on a landmark partnership between HLB and Asia One Healthcare (A1Health), a leading private healthcare provider in Malaysia, which gives HLB Priority clients access to highly specialised care across key critical health areas through A1Health's curated network of dedicated hospitals and single-specialty centres of excellence.
HLB Priority clients can access services from five of Malaysia's premier medical specialist institutions under one ecosystem. These are ALTY Orthopaedic Hospital for mobility treatment; Beacon Hospital and Picaso Hospital for oncology services; as well as Cardiac Vascular Sentral Kuala Lumpur (CVSKL) and Northern Heart Hospital for cardiovascular health.
Jeffrey Yap, HLB's managing director and regional head of wealth management, said: "While our primary focus is helping clients navigate the five core pillars of wealth — preservation, income, growth, diversification and legacy — we believe true stewardship must now extend beyond financial well-being.
"By integrating specialised healthcare access, we are expanding our capacity for intuitive and proactive care, acknowledging that in today's high-velocity environment, time is the most precious asset and health is the most powerful investment a client can make."
Dr Chan Boon Kheng, managing director and group CEO of A1Health, said the collaboration will serve as a cornerstone of its healthcare initiative and will complement broader programmes across the HLB network, including Columbia Asia hospitals, Subang Jaya Medical Centre and other tertiary partners within the A1Health network.