HLB Islamic introduces new brand and Hayat wealth stewardship platform

SHAH ALAM – Hong Leong Islamic Bank (HLB Islamic) is rolling out a refreshed brand identity and a strengthened approach to financial services, now positioned as total wealth stewardship guided by Syariah principles through its Hayat @ HLB Islamic framework.

The initiative stems from the bank’s philosophy, "Timeless Principles Guiding Tomorrow’s Wealth", introduced during its 20th anniversary last December, signaling a new chapter in holistic wealth management.

HLB group managing director and chief executive officer (CEO) Kevin Lam explained that the rebranding is a strategic move to strengthen the bank’s connection with its diverse clientele and to position its Syariah-compliant franchise as a key growth driver 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,” he said.

While the new branding signals a business evolution, Hayat @ HLB Islamic represents a shift in perspective: financial services are no longer viewed as isolated transactions but integrated into a singular vision of wealth stewardship.

The platform follows five pillars of Islamic Wealth Stewardship across the financial lifecycle. Customers begin with Wealth Creation and Accumulation, progressing to Wealth Protection for security, Wealth Purification through ethical giving and finally Wealth Distribution, enabling legacies that carry both values and assets.

HLB Islamic CEO Dafinah Ahmed Hilmi highlighted that the bank recognises the trust customers place in them with both their financial success and their family’s future, a responsibility that inspired the launch of 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," she added.

Hayat @ HLB Islamic also integrates Zakat, Sadaqah and Waqf services directly through the HLB Connect app, simplifying social Syariah obligations by making contributions part of everyday banking.