PETALING JAYA: RHB Bank Bhd aims to achieve a 30% increase in new customers in the premier segment by year-end, from existing base of under 30,000, driven by RHB Premier. In a statement last Friday, the group said RHB Premier is introduced to offer its affluent customers better services and lifestyle experiences, while it aims to increase and grow the profitability from this segment. RHB said RHB Premier is exclusively designed to reward affluent customers and their loved ones with privileges that put them first. Its executive director and head of group retail banking U Chen Hock said at the moment, only 2% of its 3.9 million customers are from the affluent segment. “In line with the growing affluence of Malaysians, we see great opportunities to tap further into this segment which we aim to grow by 85% by 2020,” he added. As of July 2016, RHB Premier has 18 dedicated centres nationwide, and the group targets to add five more by next year. Through RHB Premier, RHB said, customers are offered exclusive privileges which include personalised and priority services as well as comprehensive financial solutions, whereby eligible customers also get access to award winning funds by RHB Asset Management. In line with its launch, the group said RHB Premier also introduced RHB Premier Visa infinite credit and debit card privileges which offer customers with reward points, and golfing, lounge and travel privileges.