Hong Leong Bank rebrands wealth segment as HLB Priority and revamps centres

Modernisation of priority centres is scheduled to be completed around March 2026.

Hong Leong Bank (HLB) has rebranded its affluent wealth management segment into HLB Priority, shifting to an advisory-led model from transactional priority banking, according to a press release.

The Malaysian bank merged its institutional financial solutions with personalised advisory and exclusive lifestyle privileges, HLB said in a press release on 11 February 2026.

As part of the refresh, the brand identity will be updated across all HLB Priority touchpoints.

There is also an ongoing modernisation of priority centres across Malaysia, scheduled for completion through March 2026.

“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,” said Kevin Lam, HLB’s group managing director and CEO.

HLB Priority has partnered with Asia OneHealthcare (A1Health) to facilitate access to medical care across Malaysia, Indonesia, and Vietnam.

HLB Priority also offers regional mobility and multi-currency solutions in Malaysia, Singapore, Vietnam, Cambodia, Hong Kong, and mainland China.