HLB Private Bank has announced a refreshed brand identity and an enhanced proposition aimed at high net worth (HNW) and ultra-high net worth (UHNW) clients, focusing on intergenerational wealth transfer and legacy planning. The bank, with a 120-year heritage, aims to be the partner of choice for these clients by combining tradition with innovation. This initiative is bolstered by a strategic alliance with Lombard Odier, Switzerland’s oldest private bank, offering clients access to global expertise and sophisticated wealth management solutions.
The bank’s new brand video, featured on Malaysia Airlines flights, highlights the importance of communication in aligning family values, reflecting HLB Private Bank’s commitment to seamless wealth transfer and legacy planning. As Asia experiences the largest wealth transfer in history, with an estimated $5.8t set to change hands, the bank’s approach is designed to secure a sustainable multigenerational legacy.
Jeffrey Yap, Hong Leong Bank’s Managing Director and Head of Regional Wealth Management, emphasised the need for a holistic perspective in wealth management, stating, “The modern wealthy family requires wealth management that extends far beyond mere portfolio optimisation and financial advisory.”
The collaboration with Lombard Odier enhances HLB Private Bank’s ability to deliver tailored solutions for multigenerational asset stewardship, balancing global opportunities with regional specifics. The bank’s new brand identity, including a refreshed logo and upgraded office spaces in Kuala Lumpur and Singapore, embodies its sophisticated yet grounded philosophy, facilitating essential dialogue for bespoke wealth planning. This strategic move positions HLB Private Bank to effectively support clients in preserving and growing their wealth across generations.
