Commercial Bank of Ceylon has launched Prestige, a three-tier private banking proposition targeting high-net-worth (HNW) clients, combining personalised banking, wealth and investment management, expert advisory services and lifestyle benefits.

The initiative transforms the bank’s existing Elite private banking brand into a structured programme comprising Diamond, Sapphire and Ruby tiers, designed to match services and privileges to clients’ wealth profiles and banking relationships.

Anchored by a refurbished Prestige banking residence on R. G. Senanayake Mawatha, Colombo 7, the service will also be extended to key economic centres across the country.

Commercial Bank Managing Director and CEO Sanath Manatunge said Prestige reflects the bank’s strategy of providing a more integrated approach to wealth management, helping clients manage their financial affairs, protect assets and plan for future generations.

The proposition is built around five pillars: bespoke banking, strategic wealth and investment management, expert advisory services, lifestyle privileges and rewards.

Benefits include dedicated relationship managers, priority banking services, preferential loan and deposit rates, enhanced card privileges and offshore account solutions. Wealth management services will include access to investment opportunities, dual-currency investments and estate and portfolio planning.

Clients will also have access to financial and corporate advisory services, international relocation assistance, airport lounge access, travel concierge services and selected lifestyle experiences. A rewards programme will offer points on card transactions, airline-mile conversions and benefits through partner merchants.

The bank said the programme is intended to deepen relationships with HNW customers by addressing not only their everyday banking requirements but also wealth preservation, family interests, business needs and long-term financial goals.

Existing Elite customers are being transitioned to Prestige through personalised communications, while the bank’s branches, digital channels and card services are being aligned with the new brand identity.

Commercial Bank is Sri Lanka’s largest private sector lender, operating more than 270 branches island-wide and maintaining an international presence in Bangladesh, the Maldives, Myanmar and Dubai.