HLB Private Bank launches new branding to target high-net-worth clients

Kuala Lumpur, Malaysia – HLB Private Bank has launched a new regional branding initiative, introducing a refreshed logo and brand video as part of efforts to strengthen its position in the high net-worth (HNW) and ultra high net-worth (UHNW) segments.

The move marks what the bank describes as a renewed focus on supporting clients and family offices in managing inter-generational wealth transfer.

The brand video, now available on Malaysia Airlines flights, depicts a mother bringing together a father and daughter after a period of estrangement. According to the bank, the story reflects its belief that “true wealth transfer and legacy preservation begin with the human conversation, not just the financial one.”

Alongside the video, HLB Private Bank has rolled out a new visual identity that it says distinguishes the private banking unit from its parent brand. The design, featuring a sleeker and more modern logo, aims to convey exclusivity and sophistication in line with the bank’s bespoke service approach.

The new branding is being implemented across several touchpoints, including private banking offices in Malaysia and Singapore, marketing materials, and client merchandise.

The bank said it has also launched training for its client advisors to enhance their expertise in serving HNW and UHNW clients and addressing generational wealth needs.

HLB Private Bank’s product suite has been refreshed to include expanded investment, asset management, and wealth transfer solutions.

In May 2025, the bank entered a strategic alliance with Lombard Odier, Switzerland’s oldest private bank. The partnership is intended to combine Lombard Odier’s global investment strategies and wealth architecture with HLB Private Bank’s regional expertise in Southeast Asia to strengthen services related to wealth transfer, legacy planning, and portfolio management.

Zalman Zainal, HLB’s Chief Marketing and Communications Officer, said, “This is a pivotal moment for HLB Private Bank. Our revitalized brand identity is a deliberate step to position the Bank as a suitable elite wealth manager for our customers. The goal was to fundamentally uplift our brand image and provide a visual language that is instantly recognizable as sophisticated, trustworthy, and globally informed.”

He added, “This elevated aesthetic, coupled with our enhanced proposition and our powerful strategic alliance with Lombard Odier, makes us a compelling and attractive partner for discerning clients who demand both enduring legacy stewardship and world-class financial growth capabilities.”