Kuala Lumpur, 12 December 2006 - Hong Leong Bank (HLB) today launched its Priority Banking, committed to providing relationship banking relevant to the mass affluent customers. With 186 branches nationwide and access via the internet, HLB delivers its promise of clarity in financial solutions, offering Priority Banking customers a fulfilling banking experience at all times.

"Hong Leong Bank has reinvented its priority banking business to provide more personalized and professional services via a holistic approach of customers' financial needs for transaction & payments, protection, savings, investments, credit, information and advice. At the same time, we want to provide you with a whole new banking experience, where convenience and clarity is a priority." said Ms Yvonne Chia, HLB's Group Managing Director.

HLB Priority Banking has a customer base of close to 20,000 today.  With a growing mass affluent market in Malaysia, Hong Leong Bank expects its customer base to grow even more.   

This mass affluent market, with an always-on-the-go lifestyle, will need immediate access to banking services anytime, anywhere. Priority Banking members can enjoy privileged banking service at any of the 186 HLB Bank branches nationwide, of which ten are dedicated HLB Priority Banking Centers located in Klang Valley, Penang, Melaka, Ipoh, Johor Bahru, Kuching and Kota Kinabalu. With a dedicated customer hotline number, Priority Banking members are never too far away to conduct their banking business with Hong Leong Bank. 

"Equally important is access to professional management of your financial needs by Relationship Managers.  Priority Banking members have easy access to a wide range of local and off shore financial products such as unit trust funds, bancassurance and structured investment products. With Hong Leong Bank's Priority Banking's mantra of "Have the Customer's Best Interest in Mind" and 'providing clarity in financial solutions' we aim to provide transparent and simple investment products and services." she added.

From an in-depth understanding of the needs of the growing mass affluent market in Malaysia for appreciation, recognition and personalized financial management, HLB developed the many special benefits and privileges for its Priority Banking customers to include:

• 'Green Lane' service (i.e. priority processing of transactions) at all 186 HLB branches

• Club Rewards to reward total banking relationship

• Complimentary Platinum credit cards

• Preferential rates for home loans and fixed deposits

• Automatic availability of overdraft facility when the customer places a fixed deposit

• Preferential time deposit rates on selected foreign currencies

• Higher ATM daily cash withdrawals of RM10,000 

• Monthly consolidated statement that provides overview of all banking relationships the customer has with the Bank

• Fee waiver on remittance services

• A dedicated team comprising Relationship Manager, Investment Specialist and Priority Banking Service Support

• Regular free "financial health check" for portfolio review by Relationship Managers

• Access to latest market information and trends

• Use of proprietary Hong Leong Wealth Planner financial tool to customize investment plans for portfolio diversification

• Free parking

• Priority phone banking - dedicated number for priority banking customers 

This comprehensive suite of services is available to individuals who are able to fulfill and maintain the minimum deposit and/or investment balance of RM200,000.

This special dedication to provide personalized and professional service in the area of financial needs management has enabled HLB to deliver on the real meaning of international-standard priority banking.

Meantime, still at the launch, Hong Leong Bank also unveiled the new HLB Priority Banking Logo. Designed in the style of a traditional Chinese seal previously used by royal officers in ancient China to mark or endorse directives of the Emperor, today, the seal has been adapted to represent HLB's promise of continuous, dedicated priority service, as well as, a symbol of the strong partnership it has with its customers. While rich in Chinese heritage, the seal has been given a contemporary look by incorporating some Western script to signify a modern approach to relationship banking excellence while upholding the brand's promise of our core values; trust and integrity in serving our clients