Hong Leong Bank has revamped its Priority segment to adopt an advisory-led wealth management model for high net-worth clients.

The shift moves the unit away from product-based priority banking toward long-term stewardship focused on preservation, income, growth, diversification and legacy.

The refreshed HLB Priority combines financial solutions with personalised advisory and lifestyle privileges.

The move builds on the bank’s alliance with Lombard Odier and the expansion of its Shariah-compliant wealth offering under Hong Leong Islamic Bank.

The bank said the segment forms part of its three to five-year transformation plan, with regional wealth management positioned as a key driver of growth and non-interest income.

“In our commitment to transcend the ‘banking’ label, we are deliberately shifting to a dedicated advisory-led model, looking towards the long-term stewardship of our client’s aspirations. With this, we believe wealth management can no longer be viewed as a peripheral service.

Our strategy is built on the principle of mutual growth where by delivering high-value advisory, specialized solutions and exclusive privileges, we are simultaneously driving the bank’s wealth franchise as a primary engine of long-term growth and a vital pillar of our non-interest income,”

said Kevin Lam, HLB’s Group Managing Director and CEO.

HLB Priority has introduced a “Health is Wealth” pillar through a partnership with Asia OneHealthcare, providing access to health screenings and specialist consultations across Malaysia, Indonesia and Vietnam.

Clients will also have access to regional mobility and multi-currency solutions across Malaysia, Singapore, Vietnam, Cambodia, Hong Kong and China.

The bank will roll out a refreshed brand identity across touchpoints, including premium stationery and staff uniforms, alongside upgrades to Priority Centres nationwide through March 2026.