Hong Leong Islamic Bank has officially rebranded as HLB Islamic, marking a new phase in its strategy to strengthen its Shariah-compliant banking services and expand its presence in the Islamic finance sector. The rebranding reflects the bank’s effort to refresh its identity while aligning more closely with the core brand of Hong Leong Bank.
The bank reported that its financing portfolio grew 8.7% year-on-year to RM50.8 billion as of Dec 31, 2025, highlighting its steady growth within the group. HLB Islamic continues to play a significant role in the organisation, contributing 23.7% of the group’s total loans and financing.
According to the bank, the new branding initiative is part of a broader strategy to strengthen its core vision and improve its customer proposition. The refreshed positioning emphasises financial services not merely as individual products or transactions, but as a holistic wealth stewardship journey guided by Shariah principles throughout different stages of life.
Group Managing Director and Chief Executive Officer Kevin Lam said the transition to HLB Islamic is a strategic move aimed at expanding the bank’s Shariah-compliant franchise and turning it into a key growth engine for the group. He noted that aligning the Islamic banking identity more closely with the HLB brand will help make Shariah-compliant financial solutions more intuitive, accessible and digitally integrated for customers.
Looking ahead, he added that the group hopes HLB Islamic will become a preferred gateway for wealth management in Malaysia, demonstrating that value-based and customer-centric financial solutions can lead the market in both innovation and impact.
Meanwhile, HLB Islamic Chief Executive Officer Dafinah Ahmed Hilmi said the bank aims to bridge the gap between the theory and practical application of Islamic finance. She emphasised that Islamic banking promotes a balanced approach to wealth, encouraging individuals to manage their finances responsibly while considering their obligations to society.