By Abdul Hamid A Rahman
KUALA LUMPUR, March 11 (Bernama) -- Hong Leong Islamic Bank Bhd is now known as HLB Islamic following a brand refresh, with the bank aiming to maintain financing growth above the industry average over the next three to five years.
HLB Islamic said its financing portfolio increased 8.7 per cent year-on-year to RM50.8 billion as of Dec 31, 2025. “It remains a crucial contributor to the group, accounting for 23.7 per cent of total loans and financing,” it told Bernama.
Meanwhile, the bank said in a statement that the move to rebrand as HLB Islamic forms part of efforts to refresh and strengthen its core vision and consumer proposition.
The bank said the refreshed positioning approaches financial services not as isolated products and transactions, but as a holistic wealth stewardship journey guided by Shariah principles across the financial lifecycle.
Hong Leong Bank Bhd group managing director and chief executive officer Kevin Lam said the transition to HLB Islamic was a deliberate step to scale the Shariah-compliant franchise into a primary growth engine for the banking group. It will also serve as a unified gateway for financial needs within the broader Hong Leong Financial Group ecosystem.
“By aligning our Islamic banking identity more closely with the core HLB brand, we are making our Shariah-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 added.
HLB Islamic chief executive officer Dafinah Ahmed Hilmi said the bank aims to bridge the gap between theory and practice in Islamic finance while empowering customers to approach financial management through the lens of wealth stewardship. “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.
-- BERNAMA
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