Hong Leong Bank (HLB) has launched HLB Priority, a revamped wealth management service aimed at high net-worth individuals, shifting from traditional banking to an advisory-led model. This transformation, announced on 11 February 2026, integrates institutional financial solutions with personalised advisory services and exclusive lifestyle privileges, focusing on five core goals: Preservation, Income, Growth, Diversification, and Legacy.
The initiative is part of HLB’s 3-5 Year Transformative Plan, building on strategic alliances such as its partnership with Lombard Odier and the renewed Shariah-compliant offerings under Hong Leong Islamic Bank. Kevin Lam, HLB’s Group Managing Director and CEO, emphasised the importance of this shift, stating, “We believe wealth management can no longer be viewed as a peripheral service. Our strategy is built on the principle of mutual growth.”
HLB Priority aims to cater to the next generation of high net-worth individuals who seek sophisticated, value-added services. Jeffrey Yap, HLB’s Managing Director and Regional Head of Wealth Management, highlighted the need for a partner who provides clients with their most precious asset—time.
To support this vision, HLB has introduced the “Health is Wealth” pillar through a partnership with Asia OneHealthcare, offering access to specialised medical care across Malaysia, Indonesia, and Vietnam. Additionally, HLB Priority provides Regional Mobility and Multi-Currency Solutions to support global lifestyles in Malaysia, Singapore, Vietnam, Cambodia, Hong Kong, and Mainland China.
This comprehensive approach positions HLB Priority as a key driver of the bank’s long-term growth and a vital pillar of its non-interest income strategy.
