HLB Priority introduces new 'Health is Wealth' offerings

KUALA LUMPUR (April 3): Hong Leong Bank Bhd (HLB) 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.

Source

HLB Priority introduces new 'Health is Wealth' offerings (The Edge Malaysia, 3 April 2026)