According to HSBC, a dedicated “family room” provides privacy for “complex and multi-generational wealth discussions”. The Singapore Land Tower Wealth Centre features a panoramic skyline view, premium finishings and “multi-sensory touches” like custom scents, textured upholstery and historical artefacts from the bank’s vault on display.
According to HSBC, the wealth centre has spaces catering to the bank’s Premier and Premier Elite clients respectively, bridged by a sky lounge that overlooks the CBD.
HSBC’s high-net-worth customers can expect personalised service rituals and hospitality offerings such as desserts by celebrity chef Janice Wong, seasonal petit fours air-flown from France and a signature fragrance inspired by the HSBC Papilionanda orchid.
The orchid species was created by Singapore’s National Parks Board (NParks) in 2000 in appreciation of the bank’s contributions to promoting environmental conservation and education in Singapore.
See also: From 2024: Citi, HSBC eye mass affluent in S’pore with branch pivots, new offerings
HSBC announced in September 2024 the largest update to its Premier and Premier Elite offerings in over two decades.
HSBC’s Premier customers have a minimum total relationship balance (TRB) of $200,000 with the bank. Above it is the Premier Elite tier, where customers must maintain a minimum TRB of $1.2 million and qualify as accredited investors.
According to HSBC, Premier Elite customers enjoy exclusive access to tailored advisory solutions, specialist market intelligence, preferential rates and lifestyle benefits across travel, dining and entertainment.
See also: HSBC, Raffles Medical co-locate insurance advisory, medical underwriting at Star Vista
Ashmita Acharya, head of international wealth and premier banking, Singapore, says: “Singapore is a priority market and wealth hub for HSBC, and our new Singapore Land Tower Wealth Centre reflects our ongoing commitment to deliver exceptional service and experiences for our clients here. This wealth centre, with our first dedicated Premier Elite space, has been meticulously designed to integrate the wealth and lifestyle aspirations of our clients, bringing together the best of our advisory, service and hospitality expertise to elevate their wealth journey in meaningful ways.”
HSBC opened the first wealth centre in June 2024 on the ground floor of Marina Bay Financial Centre (MBFC) Tower 2. Its next two wealth centres opened at The Star Vista and Marine Parade.
The 4,300 sq ft Star Vista Wealth Centre even contains a health screening clinic. Through a collaboration with Mainboard-listed healthcare provider Raffles Medical, a dedicated doctor on-site at the Health and Wellness Centre exclusively serves HSBC bank customers undergoing medical underwriting for their HSBC Life Singapore policies — at no extra cost.
In 2024, HSBC announced it would increase its investment in physical networks fivefold as it pivots its branches into wealth centres.
Speaking to The Edge Singapore last year, Acharya said a “decent amount of investment” is being spent to refresh HSBC Singapore’s “entire infrastructure”, which includes its locations at Claymore Hill and Serangoon Garden. “What we are doing is refreshing them to provide an ambience for clients to really have those more thoughtful, meaningful conversations.”
HSBC reported double-digit growth in client numbers in Singapore for its “mass affluent and high-net-worth segment” from 2019 to 2022, and this “continued to grow” in 2023.
According to the bank, it retained its momentum among Premier and Premier Elite customers in 2024. “We continue to grow our affluent business, and saw double-digit y-o-y growth in affluent and high-net-worth client numbers and assets under management as of end-2024.”
