Hong Leong Bank focuses on personalised community banking

Andrew Jong, managing director of personal financial services, and Kevin Ng, head of small and medium-sized enterprise (SME) banking, talk about the bank's core strategies and achievements. HLB takes a client-centric strategy, focusing on understanding and addressing customer demands while pushing service advancements and product offers

Hong Leong Bank (HLB) says it is committed to delivering personalised products and services to its consumer and small business customers. HLB’s Andrew Jong, managing director of personal financial services, and Kevin Ng, head of small and medium-sized enterprises (SME) banking, discussed the bank’s key strategies and achievements.

Jong emphasised the importance of understanding and meeting customer needs, saying: “Our approach is always about building around the customer. This philosophy drives our service innovations and product offerings.” He highlighted the performance of the bank’s consumer banking sector that has seen strong growth, particularly in digital banking services.

Ng spoke about HLB’s focus on the SME segment, commenting: “We have launched several initiatives like the HLB@Kampung programme that aids SMEs, especially the micro and sole proprietors in smaller towns in their digital transformation journey.” He also detailed the bank’s SMEGrow and SMELite products, designed to provide tailored financial solutions to underserved micro businesses.

Jong added that the bank’s differentiation strategy, Built Around You, has been central to operations and increased customer satisfaction and profitability. Jong shared: “Our focus on personalised solutions has resulted in a noticeable improvement in our financial performance, with a steady increase in both deposits and loan portfolios.”