Hong Leong Islamic Bank is transitioning to a refreshed consumer-facing brand identity, HLB Islamic, and a strengthened core proposition that approaches financial services not as a series of siloed products and transactions, but as total wealth stewardship through a shari'ah-principle-guided lifecycle approach known as Hayat @ HLB Islamic.
Hayat @ HLB Islamic empowers customers to look beyond wealth as a standalone category, and instead view their entire financial journey through the lens of wealth. This evolution is rooted in the bank’s new philosophy, Timeless Principles Guiding Tomorrow’s Wealth, introduced during its 20th anniversary last December.
Kevin Lam, Group MD & CEO of Hong Leong Bank (HLB) said: "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 shari'ah-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 shari'ah-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.”
True to its commitment to empowering purposeful wealth stewardship, customers can now access zakat (زكاة), sadaqah (صدقة), and waqf (وقف) services directly through the HLB Connect app.
The Hayat @ HLB Islamic journey begins with Wealth Creation and Accumulation, focusing on generating purpose-driven wealth from the first paycheck and investing in shari'ah-compliant assets. This foundation is secured by Wealth Protection to shield against uncertainty, and elevated by Wealth Purification, which promotes ethical stewardship through giving. Finally, Wealth Distribution moves beyond inheritance to help customers design legacies that pass down values alongside financial assets.
Dafinah Ahmed Hilmi, CEO of HLB Islamic commented: “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.”
“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-shari'ah 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 shari'ah principles,” added Dafinah.
To celebrate this new milestone, HLB Islamic invites customers to embark on their Hayat journey with the chance to visit their destinasi impian (dream destination). By engaging with eligible products across any of the five Hayat @ HLB Islamic pillars, customers can stand a chance to win travel prizes to Japan, China, and Vietnam.
*Maqasid al-shari'ah (مقاصد الشريعة) refers to the philosophy behind shari'ah law.








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