KUALA LUMPUR: Hong Leong Bank Islamic Bank (HLB Islamic) has entered a new chapter with a refreshed consumer-facing brand identity as HLB Islamic alongside the launch of Hayat @ HLB Islamic.
Hong Leong Bank Bhd
(HLB) group managing director and chief executive officer Kevin Lam said the transition to HLB Islamic is a deliberate step to scale the bank’s syariah-compliant franchise into a key growth engine, while positioning it as a unified gateway for financial solutions across the wider Hong Leong Financial Group ecosystem.
“Our transition to HLB Islamic is a deliberate step to foster deeper brand affinity with our diverse clientele and a clear declaration of our intent to scale our syariah-compliant franchise into a primary engine of growth for HLB.
By aligning our Islamic banking identity more closely with the core HLB brand, we are making our syariah-compliant solutions more intuitive, accessible, and digitally integrated.
“Looking ahead, our goal is for HLB Islamic to be the preferred gateway for wealth stewardship in Malaysia, demonstrating that value-based solutions that are truly customer-centric can lead the market in both innovation and resonance,” Lam said in a statement.
While the new branding signals a clear business evolution, Hayat @ HLB Islamic represents a fundamental paradigm shift in how the bank and its customers perceive financial services.
This is aligned with the vision of “Timeless Principles Guiding Tomorrow’s Wealth”, unveiled during the bank’s 20th anniversary last December.
Meanwhile, HLB Islamic chief executive officer Dafinah Ahmed Hilmi said: “We understand that our customers entrust us with the fruits of their success and the security of their family’s future.
“It is a responsibility that requires us to be incredibly thoughtful, and this realisation is what led us to launch Hayat @ HLB Islamic.
“We believe that financial planning should be grounded in a long-term wealth stewardship mindset; by building our solutions around the various life stages of our customers, we ensure that this journey is simple, seamless, and intuitive.”
