Kuala Lumpur, Malaysia – Hong Leong Islamic Bank has introduced a refreshed consumer-facing brand identity under the name HLB Islamic, alongside a strengthened proposition centred on Shariah-guided wealth stewardship known as Hayat @ HLB Islamic.
The move reflects the bank’s effort to reposition its financial services approach around a lifecycle-based model that integrates wealth creation, protection, purification, and distribution.
The initiative builds on the philosophy “Timeless Principles Guiding Tomorrow’s Wealth,” which the bank introduced during its 20th anniversary last December.
According to Kevin Lam, group managing director and CEO of Hong Leong Bank, the transition is intended to strengthen the bank’s Shariah-compliant offering and expand its role within the broader ecosystem of Hong Leong Financial Group.
“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 Shariah-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 Shariah-compliant solutions more intuitive, accessible, and digitally integrated,” he said.
He added, “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.”
The bank said the Hayat proposition represents a shift from viewing financial products as standalone transactions to a broader framework that integrates financial planning throughout a customer’s life stages.
The approach is built around five pillars of Islamic wealth stewardship. These include wealth creation and accumulation through Shariah-compliant investments, wealth protection against uncertainties, wealth purification through charitable giving, and wealth distribution that focuses on passing down both financial assets and values.
Dafinah Ahmed Hilmi, CEO of HLB Islamic, said the framework is designed to simplify long-term financial planning while aligning with the needs of customers at different life stages.
“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 realization 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.”
She added that Islamic banking principles offer a broader view of financial management grounded in social responsibility and ethical considerations.
“There is an inherent beauty in Islamic banking. Its principles offer a holistic and dignified view of wealth, connecting every financial decision with a balanced responsibility toward society. Grounded in Maqasid al-Shariah foundations, Hayat @ HLB Islamic integrates the full arc of a life journey, from a child’s first savings to legacy planning, ensuring the path is not only profitable but purposeful. Our responsibility as a Bank is to bridge the gap between the theoretical and the practical, empowering our customers to approach financial management from a perspective of wealth stewardship and abundance, while remaining firmly rooted in Shariah principles,” added Dafinah.
As part of the initiative, the bank has also integrated Zakat, Sadaqah, and Waqf services into the HLB Connect app, allowing customers to make charitable contributions directly through its mobile banking platform.
To mark the launch, HLB Islamic is also introducing a promotional campaign offering customers the chance to win travel prizes to destinations including Japan, China, and Vietnam when they engage with eligible products across the Hayat proposition’s five pillars.
