KUALA LUMPUR (March 11): Hong Leong Islamic Bank is now known as HLB Islamic as it transitions to a refreshed consumer-facing brand identity, with the intention of growing the shariah-compliant franchise into a primary growth engine of the bank. The bank also strengthened its core proposition by approaching financial services as total stewardship through a shariah-principle-guided, life-cycle approach, known as Hayat @ HLB Islamic, instead of offering siloed products with a transactional mindset. Hong Leong Bank Bhd (HLB) (KL:HLBANK) group managing director and chief executive officer Kevin Lam said HLB Islamic serves as a unified gateway for all financial needs within the broader Hong Leong Financial Group ecosystem. According to a statement, Hayat @ HLB Islamic integrates the bank's comprehensive product suite into a single, cohesive journey, aligned with the five pillars of Islamic wealth stewardship: wealth creation, accumulation, protection, purification and distribution. Grounded in Maqasid al-Shariah foundations, Hayat @ HLB Islamic integrates the full arc of a life journey, from a child's first savings to legacy planning, ensuring the path is not only profitable, but purposeful.

Source: The Edge Markets March 11, 2026 08:11 UTC