Hong Leong Islamic Bank marks 20 years with renewed wealth focus

In celebration of its 20th anniversary, Hong Leong Islamic Bank (HLISB) is ushering in a new era, sharpening its focus on wealth management and reimagining Islamic banking through the lens of purpose-driven financial stewardship. Anchored by the refreshed proposition, “Timeless principles guiding tomorrow’s wealth”, the Bank signals a modern, accessible, and forward-looking approach while staying deeply rooted in Shariah values.

Kevin Lam, group managing director and CEO of Hong Leong Bank, highlighted the significance of the milestone: “Turning 20 signifies a definitive transition and maturity. From the outset, we set out not just to create a subsidiary, but to build an institution defined by integrity, community, and excellence. Today, HLISB acts as a key engine of our success. Our renewed focus combines the wisdom of maturity with the agility of a startup to drive sustainable wealth for our customers.”

He added that the Bank’s Q1FY26 results demonstrate Islamic banking’s value, with financing assets growing 7.8% y-o-y and a PBT of RM197 million, contributing 14.5% to the Group’s overall performance.

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Dafinah Ahmed Hilmi, CEO of HLISB, explained that the Bank’s wealth-centric framework spans the full financial lifecycle: “Our framework integrates the journey from a child’s first savings account to long-term investments, business growth, family protection, and legacy planning." She also added: "This approach goes beyond conventional wealth accumulation; it emphasises ethical stewardship, real economic impact, and intergenerational well-being. We aim to stand beside our customers throughout this entire arc, ensuring their wealth journey is not only profitable, but purposeful.”

HLISB’s wealth proposition is built around five pillars: wealth creation and accumulation, wealth preservation, wealth purification, and wealth distribution. Initiatives such as HLB@CAMPUS, financial literacy workshops under HLB Duitsmart, and the Student Ambassador Programme aim to equip the next generation for responsible wealth creation. In partnership with Universiti College MAIWP International (UCMI), the Bank has also expanded Waqaf initiatives focused on healthcare, encouraging customers to translate personal success into social impact.

For retail customers, the Shariah-compliant HLB Meezani Account-i continues to reward disciplined saving and investment behavior, supporting wealth creation while offering flexible fund access. To mark the 20th anniversary, HLISB is running a special campaign until 31 December 2025, with incentives including cash rewards for new account placements, ASB Financing-i approvals, and top-ups by existing customers.

The anniversary and rebranding comes right after HLB Private Bank rolled out a refreshed regional branding campaign in October, underscoring its belief that true wealth transfer and legacy preservation begin with human conversations, not just financial ones. 

The initiative marked a new chapter for the bank as it doubles down on serving high net-worth (HNW) and ultra-high net-worth (UHNW) clients, along with family offices across the region. The repositioning, which includes a new logo, brand video, and refined client experience, reaffirms HLB Private Bank’s 120-year legacy while steering the brand toward a more bespoke, relationship-driven service model, the bank shared in a statement. 

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