Ultra-high net worth families often face complex requirements that reach far beyond simple portfolio management. These individuals require a mix of corporate finance, liquidity planning, and succession guidance across multiple jurisdictions. Kelvin Leong, Chief Executive Officer of Merliance Capital, argues that traditional relationship models frequently fail to meet these diverse needs. Instead of relying on a standard approach, Merliance focuses on building multidisciplinary teams that combine expertise in private banking, asset management, and corporate finance.
At the core of the Merliance proposition is a commitment to independence. The firm does not aim to push specific products or proprietary funds. Leong notes that if a traditional bank is better suited to serve a specific client requirement, the firm encourages that path. This approach allows the team to focus on where they can add the most value, whether that is through tailored advice, structured product execution, or connecting families with specialists for intergenerational planning.
Operational efficiency remains a primary goal, specifically through direct issuer relationships. By working directly with structured product providers like UBS or Leonteq, the firm bypasses unnecessary layers, which improves pricing and execution speed for clients. The firm is also expanding its own capabilities through an umbrella investment structure that recently launched a pre-IPO fund, though these offerings remain a secondary support to the primary advisory relationship.
Looking ahead, Leong prioritizes selective growth over rapid expansion. He remains focused on recruiting senior professionals with deep market knowledge rather than increasing headcount for the sake of scale. The current team covers regions including Singapore, Malaysia, Greater China, and Vietnam, leveraging local expertise and international partnerships to support clients without the need for unnecessary regional offices.
Technology plays a supportive role in this model. While Merliance uses tools to automate pricing and consolidate data from multiple custodians, Leong emphasizes that machines cannot replace the human element of wealth management. For families making significant financial decisions, the need for a competent, trusted human adviser remains essential. By reducing manual administrative work, the firm aims to free up its advisers to spend more time on complex client strategy and less time on data entry.