09/02/2026

MONDAY | FEB 9, 2026

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BANKING & INSURANCE

HSBC strengthens wealth management push in S’gor

Mastercard and Aeon Credit launch digital blind box campaign to reward cardholders PETALING JAYA: Mastercard and Aeon Credit Service (M) Bhd recently launched “Spend. Tap. Win!” – a mobile optimised digital blind box gamification campaign to reward cardholders. Designed as the region’s first mobile blind box experience in payments, the campaign offers a fresh, interactive way for cardholders to engage with their cards and unlock rewards. This collaboration highlights Mastercard and Aeon Credit’s commitment to innovating digital experiences within financial services and exploring new ways to enhance customer engagement in the Malaysian market. The campaign, which began on Dec 22, 2025 and runs until March 31, 2026, leverages Mastercard Gamer Exchange (MGE) to offer RM168,000 worth of prizes through an engaging digital experience that combines the excitement of discovery with rewards tailored to cardholders’ lifestyle preferences. The Spend. Tap. Win! initiative is designed to drive deeper digital engagement and loyalty, moving beyond traditional cashback and points programmes. By integrating gamification and instant digital fulfilment, Aeon Credit and Mastercard are addressing the growing demand for experiences that are both rewarding and relevant to consumers’passions. Aeon Mastercard cardholders who spend RM150 in a single foreign currency transaction, whether online or overseas, will receive one blind box. For every additional RM150 in qualifying foreign currency spend, they will receive two more blind boxes, up to a maximum of six blind boxes during the campaign period. This progressive reward structure is designed to encourage continued engagement while rewarding loyal card holder spending. This initiative sets a new benchmark for how financial service providers engage customers in a digital-first world. It marks the first time MGE has deployed a virtual blind box mechanic for a cardholder engagement campaign in the Asia-Pacific, responding to growing consumer demand for gamified, digital-led experiences that deliver instant gratification alongside an element of surprise. “Malaysian consumers today expect more than traditional rewards – they seek experiences that are instant, digital and aligned with their personal interests,” said Mastercard country manager, Malaysia and Brunei, Beena Pothen. “This collaboration with Aeon Credit reflects our understanding of these evolving preferences and our commitment to creating engagement that resonates across lifestyle categories. By blending the excitement of gamification with meaningful rewards spanning dining, travel, entertainment and gaming, we’re only meeting evolving consumer expectations but also shaping the future of digital cardholder experiences.” At Aeon Credit, payment business group head Janice Ong said they are constantly exploring new ways to add value for their cardholders and reward their loyalty. “This collaboration with Mastercard allows us to tap into innovative engagement solutions that go beyond conventional rewards programmes. The blind box mechanic brings an element of excitement and discovery to everyday spending, while the diverse prize categories, from dining and retail to gaming and travel ensure there’s something meaningful for everyone.”

o Bank opens Premier Centre in Petaling Jaya branch to get closer to the affluent community in the state

Ű BY DEEPALAKSHMI MANICKAM sunbiz@thesundaily.com

PETALING JAYA: HSBC Bank Malaysia has opened an all-new Premier Centre in Petaling Jaya, underscoring its ambition to accelerate growth in the affluent and wealth management segment amid rising household wealth in Selangor. Located on the ground floor of HSBC’s Petaling Jaya branch, the centre is purpose-built exclusively for HSBC Premier customers, defined as those with a total relationship balance of RM300,000 and above, and is designed to deliver a more private, personalised and holistic banking experience. Country head of international wealth and premier banking Linda Yip said the centre reflects HSBC’s commitment to redefining affluent banking by going beyond traditional financial services. “The Premier Centre is designed to elevate the affluent banking experience by providing personalised wealth and banking solutions tailored to wealth accumulation, protection and legacy planning,” she said at the launch. HSBC has maintained a presence in Petaling Jaya for more than five decades, having signed the sale and purchase agreement for its premises in 1972. Yip said some customer relationships in the area now span three generations, reinforcing the bank’s long-term commitment to expanding its affluent banking and wealth management franchise in Malaysia. “Petaling Jaya has long been a central growth engine for Selangor, with entrepreneurs, professionals and business owners building their families, businesses and financial portfolios here,” she said, adding that the city’s growth has created a vibrant wealth base and an increasingly important hub for investments and wealth preservation. The Premier Centre anchors HSBC’s Premier proposition, which was refreshed last year for affluent and high-net-worth customers and structured around four pillars – wealth, health, travel and international banking. Through HSBC’s core competencies in wealth and international services, Premier customers can access a broad range of investment products including unit trusts, bonds and sukuk, structured products, as well

From left: Omar, Lee and Yip at the launch of HSBC’s Premier Centre in Petaling Jaya.

as insurance and takaful protection plans. The offerings also include holistic legacy and protection solutions, alongside global banking access through worldwide Premier recognition for customers and their families. Complementing the financial services are the health and travel pillars, which aim to meet lifestyle needs beyond banking. Under the health pillar, Premier customers enjoy exclusive discounts on preventive healthcare, recovery and wellness services, while the travel pillar offers enhanced benefits on Premier credit cards, including accelerated rewards and air miles accumulation. “Our Premier proposition has evolved over the years to become more holistic and to cater to the changing needs of our customers,” Yip said. “We want our Premier Centre to be a place where customers can consult their relationship managers on everything from legacy and retirement planning to long-term financial planning for their families.” She added that the opening of the Petaling Jaya Premier Centre supports HSBC’s strategic ambition to cement its position as a leading wealth manager in Malaysia “We aim to be a trusted partner for our customers’ important life decisions, putting their needs at the heart of everything we do,” she said. The launch was officiated by Petaling Jaya Member of Parliament Lee Chean Chung and witnessed by HSBC Bank Malaysia CEO Datuk

Ceremony held in Kuala Lumpur recently. The awards employ an assessment methodo logy endorsed by the Corporate Governance Council, chaired by the Securities Commission Malaysia. This methodology integrates the Asean Corporate Governance Scorecard anchored on the G20/OECD Corporate Governance Principles, the Malaysian Code on Corporate Governance, and the Sustainability Assessment referencing Bursa Malaysia’s Sustainability Reporting Framework. He added that continued investment by international banks such as HSBC reflects Petaling Jaya’s economic progress and the growing wealth trajectory of its residents, while strengthening the city’s financial ecosystem. To mark the opening, HSBC is rolling out promotional offers for Premier customers, including preferential time and term deposit rates as well as Apple device rewards, subject to terms and conditions. The bank is also offering Chinese New Year Prosperity Rice packs to eligible Premier customers on a first-come, first-served basis. Omar Siddiq. In his address, Lee highlighted Selangor’s role as a key driver of national economic growth, noting that the state recorded gross domestic product (GDP) of RM432.1 billion in 2024, growing 6.3% and outpacing the national growth rate of 5.1%. The services sector, including finance and insurance, remained the main contributor, accounting for 61.1% of Selangor’s GDP. He said Petaling District, which includes Petaling Jaya and Shah Alam, contributes more than half of Selangor’s economy, with Petaling Jaya emerging as a pivotal growth centre despite its relatively small geographical size. “Petaling Jaya is unique as an amalgamation of the old and new economy,” Lee said, pointing to the coexistence of long-established businesses alongside modern enterprises and skyscrapers.

Allianz Malaysia wins recognition at NACGSA 2025 PETALING JAYA: Allianz Malaysia Bhd has won recognition for its outstanding corporate governance and sustainability practices – it was ranked 9th among the Top 10 – Overall Excellence Award at the National Corporate Governance and Sustainability Awards 2025 (NACGSA 2025). Group and supported by the Capital Market Development Fund. “This prestigious recognition underscores our steadfast commitment to maintaining excellence in corporate governance and sustainability. It is a testament to our leadership and dedication to being a trusted corporate entity that prioritises transparency, accountability and sustainable growth,” said CEO Sean Wang. NACGSA 2025 honours exemplary corporate governance and sustainability practices among public-listed companies in Malaysia. It is organised by the Minority Shareholders Watch The Overall Excellence Award was presented to Allianz Malaysia at the NACGSA 2025 Awards

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