UOB Malaysia elevates wealth proposition to double affluent customer base by 2028

 

KUALA LUMPUR, Malaysia, June 18 (Bernama) -- UOB Malaysia today announced its plans to double its affluent customer base by 2028, elevating its wealth proposition to meet rising income levels, increasing financial sophistication, and evolving client expectations.
 
Findings from Boston Consulting Group’s Global Wealth Report 2026 highlights that while the affluent and emerging high-net-worth (HNW) segment is expanding rapidly in markets like Malaysia, it remains underserved in terms of advisory access and support. A significant share of wealth is still concentrated in deposits reflecting limited access to advisory-led investment solutions.
 
Leveraging the Bank’s deep ASEAN connectivity, UOB Group is well positioned to serve this segment, supported by SGD$210 billion (or approximately RM653 billion) in assets under management (AUM) across its Retail Banking business. In Malaysia, the Bank has already seen a strong momentum in its affluent wealth business, with invested AUM growing 30 per cent since 2024, driven primarily by strong delivery of its fixed-income solutions, reflecting the Bank’s disciplined wealth advisory approach. The Bank has also seen a growing number of its affluent clients diversify a greater share of their savings and investable assets into investment solutions, underscoring increasing confidence in the Bank’s advisory capabilities and its ability to protect and grow their wealth through a portfolio-based approach.
 
Ms Elaine Fan, Country Head of Personal Financial Services said, “Malaysia’s investment culture is evolving rapidly, and there remains a clear gap between what clients need and what traditional banking models typically offer. Our focus is on bridging that gap by strengthening relationships with our clients and supporting them with the right advice as they transition towards more diverse, long-term wealth strategies. Our enhanced Privilege Banking proposition is anchored in trusted, advisory-led engagement, underpinned by our strong regional network and investment expertise.”
 
Delivering an Elevated Privilege Banking Proposition
To support the growing demand for portfolio-focused advisory and access to diverse investment offerings, UOB Malaysia has enhanced its Privilege Banking proposition built on three core pillars: Values-led wealth advisory supported by expert insights from its Private Bank Chief Investment Office (CIO), Guidance through a single point of contact, and Priority access to lifestyle and health privileges.
 
Anchoring the Proposition in a Valued-led Wealth Advisory Approach
The Bank’s proprietary Wealth Advisory Approach is guided by three enduring values: Responsibility, Prudence and Excellence. These values reflect the Bank’s long-standing philosophy of helping clients achieve their long-term wealth goals by safeguarding what they have built, while growing it steadily for the future. This is delivered through expertise in building a well-diversified and resilient portfolio designed to generate consistent income, preserve capital and capture market opportunities for growth. Through regular portfolio reviews, clients get access to in-depth insights from the Bank’s industry-recognised, regional Private Bank Chief Investment Office (CIO), helping them navigate global developments and market trends in shaping their investment decisions.
 
Same Dedicated Client Advisor with Enhanced Advisory-led Guidance
Privilege Banking clients receive personal advisory, guidance and servicing support from a single dedicated Client Advisor, backed by an assigned team of wealth specialists across investments, treasury, insurance and mortgages. Through its Strategic Asset Allocation investment strategy that goes beyond deposits, clients are guided with access to a diverse selection of Unit Trusts, Retail Bonds, Structured Investments, Foreign Exchange, Gold, Bancassurance, and legacy planning.
 
Delivering Rewarding Value Beyond Financial Achievements
Beyond wealth advisory, clients will enjoy curated dining and travel experiences through the Bank’s global partnership with Michelin Guide, as well as its lifestyle-dining program - Asia’s Finest Tables, offering exclusive access to award-winning restaurants across ASEAN.
 
In addition to priority access to UOB’s sponsored entertainment events across the region, the proposition is further enhanced through UOB’s strategic partnerships in Malaysia that provide enrichment opportunities for the entire family, including Rondo Production, to support the Bank’s Next Generation proposition through structured classical music education initiatives; and Sunway Healthcare Group, to support clients’ health and wellbeing. With the enhanced proposition, UOB Privilege Banking clients and one accompanying guest will enjoy 30 per cent off selected health screening packages at Sunway Medical Centres in Sunway City, Velocity, Damansara, Ipoh and Penang until 31 July 2026.
 
To find out more about UOB’s enhanced Privilege Banking proposition, visit www.uob.com.my 

SOURCE: UOB Malaysia

FOR MORE INFORMATION, PLEASE CONTACT:
Name: Putri Faralisa
Brand, Media and Communications
Tel: 6016-664 2346
Email: putrifaralisasofeaadril.bintiabduljalil@uob.com.my

Name: Nizam Arop
Brand, Media and Communications
Tel: 603- 2638 6304/ 6017-333 6329
Email: nizam.arop@uob.com.my  

--BERNAMA