PETALING JAYA: HLB Islamic is focusing on expanding its syariah-compliant financial offerings and digital services under its newly launched “Hayat @ HLB Islamic” proposition.
Towards this end, it aims to provide more integrated financial solutions for individuals and businesses, moving beyond standalone products, according to HLB Islamic chief executive officer Dafinah Ahmed Hilmi.
“Ultimately, our aspiration is simple: to make Islamic banking purposeful, helping customers build wealth with clarity, confidence, and integrity for the future,” Dafinah told StarBiz.
She said following its refreshed brand identity, HLB Islamic (formerly Hong Leong Islamic Bank Bhd) targets to keep financing growth above the industry average over the next three to five years.
As at Dec 31, 2025, its financing portfolio rose 8.7% year-on-year to RM50.8bil, remaining a key contributor to the group by accounting for 23.7% of total loans and financing. The rebranding is part of efforts to strengthen the bank’s positioning and align its offerings more closely with customers’ financial needs across different life stages.
She said Islamic banking has traditionally treated products as isolated transactions, and HLB Islamic aims to transform that approach. “We are shifting away from offering standalone products towards a more integrated approach, where services are structured to support customers’ financial planning over time.
“This means looking at a customer’s needs more broadly, whether they are opening their first savings account or managing business financing,” Dafinah pointed out.
On the digital front, the bank is enhancing its mobile banking platform to improve accessibility to its services. Customers can now make zakat, sadaqah and waqf contributions directly through the HLB Connect app.
Dafinah said integrating these features into the app allows customers to manage both financial and charitable obligations more conveniently.
