Hong Leong Bank Launches New Islamic Banking Brand
Hong Leong Bank Islamic (HLB Islamic) has launched a refreshed consumer brand identity as HLB Islamic, along with its new initiative, Hayat @ HLB Islamic. HLB Group CEO Kevin Lam said the rebranding aims to strengthen the bank’s Shariah-compliant offerings and position HLB Islamic as a key growth engine, while providing a unified gateway for financial solutions across the Hong Leong Financial Group. Dafinah Ahmed Hilmi, CEO of HLB Islamic (centre left), and Kevin Lam, Group Managing Director and CEO of HLB (centre right), unveiled the refreshed identity of HLB Islamic and introduced Hayat @ HLB Islamic, the bank’s new proposition centered around wealth stewardship. “The transition to HLB Islamic allows us to connect more deeply with our diverse customers and scale our Shariah-compliant franchise as a primary growth driver,” Lam said. “By aligning our Islamic banking identity with the HLB brand, we make our solutions more accessible, intuitive, and digitally integrated.” Lam added that HLB Islamic aspires to be Malaysia’s preferred gateway for wealth management, offering customer-centric, value-based financial solutions that lead in innovation. HLB Islamic CEO Dafinah Ahmed Hilmi explained that Hayat @ HLB Islamic reflects a shift in how the bank approaches financial services, focusing on long-term wealth stewardship. “We design solutions around our customers’ life stages, making financial planning simple, seamless, and intuitive,” she said. The launch aligns with the bank’s vision of “Timeless Principles Guiding Tomorrow’s Wealth”, introduced during its 20th anniversary in December 2025, emphasizing sustainable and responsible wealth management for customers’ long-term financial security.









