KUALA LUMPUR (July 22): RHB Banking Group Bhd, which relaunched its premier banking services today, aims to add 9,000 or 30% more customers to the segment by the end of this year.

RHB’s existing premier banking customer base stands at 30,000. To be eligible to become a premier banking member, an individual must have at least RM200,000 of assets under management.

"At the moment, only 2% of our 3.9 million customers are from the affluent segment," said RHB head of group retail banking U Chen Hock.

"In line with the growing affluence Malaysians, we see great opportunities to tap further into this segment, which we aim to grow by 85% by 2020,"  said Chen Hock.

The affluent segment covers those who have at least RM200,000 of assets under management.

To achieve the target, Chen Hock said the bank will expand its relationship managers to reach out more potential customers.

"As at July, RHB Premier has 18 dedicated centres nationwide and targets to add five more by 2017," he added.

Aside from that, Chen Hock also sees opportunity in the small and medium enterprises (SMEs) segment.

"We are very strong in the SME space. But they are all at the business front," he said, adding that the group will be playing its strength in reaching out the affluent segment to convert them into premier banking users.

The new RHB Premier will offer customers with exclusive privileges, which include personalised and priority services, as well as comprehensive financial solution.

In line with the launch, RHB Premier also introduced RHB Premier Visa Infinite Credit and Debit Card, featuring rewards points, golf privileges, lounge privileges and travel privileges.

The debit card is the first ever product in Asia Pacific with dedicated and exclusive travel concierge for end to end travel arrangements.

The credit card, meanwhile, provides customers to enjoy unlimited airport lounge access at six locations from London to Taipei and eight times reward points.