HLB Islamic Unveils New Brand Identity, Launches ‘Hayat’ Wealth Stewardship Initiative

KUALA LUMPUR, March 11 — HLB Islamic has unveiled a refreshed consumer-facing brand identity while introducing a new wealth stewardship proposition known as Hayat @ HLB Islamic, marking a significant step in the bank’s strategy to strengthen its Islamic banking services.

The move signals a new phase for the bank as it positions Islamic finance not merely as a collection of financial products, but as a holistic financial journey guided by Shariah principles throughout a person’s life.

A New Approach to Islamic Wealth Management

According to bank leadership, the Hayat framework reimagines how customers engage with financial services by focusing on long-term wealth stewardship rather than short-term transactions.

Kevin Lam said the transition to the new identity reflects the bank’s ambition to expand its Shariah-compliant services and make them more accessible within the broader Hong Leong financial ecosystem.

He noted that aligning the Islamic banking brand more closely with the parent banking group will allow the institution to integrate digital solutions and deliver more seamless financial services to customers.

The strategy also aims to position the bank as a primary growth engine for Islamic banking services within the group.

Five Pillars of Wealth Stewardship

The Hayat @ HLB Islamic framework brings together the bank

The approach is structured around five key pillars of Islamic wealth stewardship:

• Wealth Creation and Accumulation – helping individuals generate and grow wealth through Shariah-compliant investments.
• Wealth Protection – providing financial safeguards against unexpected risks.
• Wealth Purification – encouraging ethical stewardship through charitable contributions such as zakat and sadaqah.
• Wealth Distribution – enabling customers to plan inheritance and transfer wealth to future generations.
• Holistic financial lifecycle planning aligned with Shariah values.

This structure aims to support customers from their first savings account through long-term legacy planning.

Islamic Finance With Social Responsibility

Dafinah Ahmed Hilmi said the initiative reflects the bank’s responsibility to help customers manage wealth thoughtfully while maintaining strong ethical foundations.

She emphasised that Islamic banking principles connect financial decision-making with broader social responsibilities, creating a balanced approach to wealth creation and community welfare.

According to her, financial planning should be grounded in a long-term stewardship mindset, ensuring that customers can manage wealth responsibly across different stages of life.

Integrated Digital Banking Experience

As part of the new initiative, customers will also be able to access charitable services such as zakat, sadaqah and waqf contributions directly through the bank’s digital banking platform.

The integration allows customers to perform these charitable acts seamlessly within their everyday banking activities without the need for external platforms.

Bank officials said the new digital features aim to make Islamic financial practices more convenient while reinforcing the ethical foundations of Islamic banking.

Strengthening Malaysia’s Islamic Banking Sector

The rebranding and launch of the Hayat initiative come as Islamic finance continues to play a major role in Malaysia’s banking sector.

By strengthening its identity and expanding Shariah-compliant services, HLB Islamic aims to attract a broader customer base while promoting responsible wealth management practices.

Industry observers say initiatives like Hayat reflect a broader shift within Islamic banking toward customer-centric financial planning that spans the entire wealth lifecycle.