Hong Leong Islamic Bank has rebranded as HLB Islamic as it seeks to grow its Shariah-compliant banking business and strengthen its role within the wider Hong Leong Financial Group ecosystem.

Alongside the rebrand, the bank introduced Hayat @ HLB Islamic, a new proposition built around wealth stewardship.

It is designed to support different stages of a customer’s financial journey rather than treat financial services as separate products and transactions.

Hayat is built around a Shariah-guided wealth lifecycle approach covering wealth creation and accumulation, protection, purification and distribution.

Kevin Lam, Group Managing Director & CEO of Hong Leong Bank, said,

“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.

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.”

Dafinah Ahmed Hilmi, CEO of HLB Islamic,  added,

“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.”

As part of the rollout, customers can now access Zakat, Sadaqah and Waqf services through the HLB Connect app instead of using external platforms.

HLB Islamic is also running a campaign tied to the launch, offering customers a chance to win trips to Japan, China and Vietnam through eligible products.

Featured image: Dafinah Ahmed Hilmi, CEO of HLB Islamic (centre left) and Kevin Lam, Group Managing Director and CEO of HLB (centre right)