HLB Private Bank Launches New Brand Identity to Empower Multi-Generational Wealth and Legacy

3 October 2025

KUALA LUMPUR: With the launch of its new brand video and refreshed brand identity, HLB Private Bank (the "Bank") has unveiled an upgraded offering tailored for high net-worth ("HNW") and ultra high net-worth ("UHNW") clients, alongside their family offices. Building on a proud 120-year institutional heritage, the Bank has articulated a clear mission: to be the partner of choice for HNW and UHNW clients, seamlessly blending tradition with innovation to facilitate inter-generational wealth transfer, sophisticated asset management, and enduring legacy planning.

HLB Private Bank reveals a revitalised brand identity and enhanced proposition to support multi-generational wealth and legacy, bridging over a century of heritage with modern innovation, reinforced by its strategic alliance with Lombard Odier.

This core ethos, to bridge the generational divide and secure a lasting family legacy, is powerfully conveyed through the Bank's new brand film, now featured on all Malaysia Airlines flights. The campaign highlights the vital role of communication in aligning families, reflecting the Bank’s commitment to facilitating seamless wealth transfer and legacy planning by emphasising the human values underpinning financial portfolios.

This focus on comprehensive, responsible legacy stewardship is particularly pertinent as Asia stands at the centre of the largest wealth transfer in history, with an estimated US$5.8 trillion set to change hands. Research indicates that approximately 70% of families lose their wealth by the second generation; thus, HLB Private Bank’s approach, transcending traditional portfolio management, is essential in securing a sustainable, multi-generational legacy.

Jeffrey Yap, Managing Director and Head of Regional Wealth Management at Hong Leong Bank, stated, “The modern wealthy family requires wealth management solutions that go far beyond simple portfolio optimisation and financial advice. They seek a partner offering a holistic perspective, one that not only supports robust wealth accumulation but also responsibly facilitates the seamless transfer and preservation of legacy. Our HLB Private Bank proposition is built on the understanding that securing a legacy involves more than just managing financial assets. It requires navigating the complexities of estate planning, international tax considerations, wealth preservation, and family governance."

"We are dedicated to fostering vital dialogue between generations, acting as the essential bridge to help families align on capital structures, asset disposition, and most importantly the shared vision that will sustain their purpose into the future. Our role is to facilitate conversations that prepare the next generation for responsible stewardship and ensure a lasting, multi-generational legacy.”

The Bank’s commitment to promoting multi-generational wealth growth and preservation is significantly strengthened by its strategic alliance with Lombard Odier, Switzerland’s oldest private bank with over two centuries of global expertise. This collaboration grants clients privileged access to Lombard Odier’s profound international knowledge and sophisticated wealth architecture, seamlessly integrated with HLB Private Bank’s deep local insights across Southeast Asia.

Through this alliance, HLB Private Bank is equipped to deliver thoughtful, responsible, and compelling solutions for multi-generational asset stewardship. Clients benefit from world-class investment strategies and advisory services designed not only to protect but also to grow their wealth. This synergy ensures that every wealth plan is carefully balanced between global opportunity and regional nuances, securing a resilient financial legacy.

Reflecting this elevated promise, the new brand identity features a refreshed logo and upgraded office environments in key financial centres such as Kuala Lumpur and Singapore. These spaces embody the Bank’s sophisticated yet approachable philosophy, designed to facilitate the private, bespoke conversations essential for personalised wealth planning.