Malaysia's largest lender Maybank has launched the invite-only Diamanté
Private Client programme, providing its jet-setting high net worth customers
with glamorous perks like complimentary accommodation in luxury hotels.

The programme
will be rolled out in Malaysia, Singapore, Indonesia and Brunei at first,
Maybank’s main markets. It comes as the latest example of a wealth manager offering sweeteners with its services, in a bid to diversify in an ever more competitive landscape. 

“We created theMaybank Diamanté Private Client platform to extend a consistent suite of
services to our high net-worth customers who travel frequently within the
region. Since it is by invite only, it is a highly exclusive platform with
specially-crafted lifestyle and travel-related privileges, which I am confident
will excite our selected clients,” said Choong Wai Hong, head of HNW and affluent banking.

Members of the programme will be given the Maybank Diamanté
Visa Infinite Card, with complimentary Starwood Privileges Membership which gives them luxury hotel deals.

As a welcome
gift, two nights’ complimentary accommodation in top hotels such as Resorts
World and the Shangri-La Hotel are extended to card members for their overseas
travel.

Other sweeteners
include exclusive chef dinners and priority invites to private sales events. Also avid golf
players will be given the opportunity to golf in the Pro Am Tournament with
celebrity golfers from the European and Asian Tours at the prestigious Maybank
Malaysian Open in April.

In January US lender Citi signed a partnership with concierge Ten Group, available to all of its clients with an Ultima card. Meanwhile American Express and the leasing arm of Macquarie last month announced an initiative to allow cash-strapped entrepreneurs to finance large purchases like equipment and vehicles using their Amex card.