KUALA LUMPUR, March 6 (Xinhua) -- Bank of China (BOC) Malaysia Branch launched its Wealth Management Banking Center on Wednesday, the first among the banking group's Southeast Asia's entities to do so.

Speaking at the launch in Kuala Lumpur, Kung Yeung Yun Chi, Deputy Chief Executive of BOC Hong Kong, said BOC had been working hard to continuously deliver new products and services with the wealth management offering being the latest example.

"Today's banking service looks nothing like it did decades ago. Digital platforms are radically changing the way services are being delivered," she said.

"In response to this transformation, we are actively redefining the digital agenda to continuously enhance customers experience throughout the region, while maintaining the special human touch that most customers still value when it comes to managing their wealth," she said.

The Wealth Management Banking service is geared towards high net-worth individual customers through personalized wealth management advice.

Member benefits include wealth management advice, special interest rates for deposits and loan foreign currency exchange, among other services.