HLISB Turns 20 — And They’re Basically Rebooting Islamic Banking for the Future

Hong Leong Islamic Bank (HLISB) just hit the big 2-0, and instead of throwing a quiet anniversary dinner, they’ve decided to rebrand, rethink, and full-on reboot what Islamic banking means for the next generation.

The Bank has rolled out a refreshed wealth-focused proposition, pairing modern design and accessible services with the timeless Shariah principles it’s rooted in. Think: less “old-school bank,” more “your life-long money partner with vibes.”

Their new vision?“Timeless Principles Guiding Tomorrow’s Wealth.”

Not just a tagline, it’s the anchor for how HLISB wants to grow with Malaysians as their lives, careers, and financial goals shift.

Islamic Banking, But Make It 2026

Kevin Lam, Group Managing Director & CEO of Hong Leong Bank, didn’t hold back about the significance of the bank’s “glow up” moment.

He also pointed out that HLISB is now a major growth driver for the Group, contributing 14.5% to performance and proving that Islamic banking isn’t an “alternative”, it’s a value-driven way of doing finance that works for everyone.

And honestly? He’s right. Islamic banking today isn’t just about rules, it’s about meaning, purpose, and ethical wealth.

Wealth Management = the New Core

HLISB’s new direction boils down to something simple but powerful:A bank’s real job is managing wealth responsibly, not just opening accounts and approving loans.

So they built their entire proposition around the five pillars of Islamic Wealth Management, covering everything from your first salary to your long-term legacy:

Dafinah Ahmed Hilmi, CEO of HLISB, puts it beautifully:

This is wealth planning that doesn’t just ask: “How much are you earning?”

It asks: “What life do you want to build?”

Gen Z? HLISB Is Coming for You Too

One standout initiative is HLB@CAMPUS, built specifically to equip young Malaysians with the financial wisdom we all wish we had at 18.

It includes:

The rollout has already hit UCMI, UniSZA, and UUM — with more campuses expected.

And to top it off, HLISB signed an MoU with UCMI to boost Waqaf healthcare initiatives, turning community contributions into real medical support.

Rewards for Good Money Habits (Finally!)

Introducing the HLB Meezani Account-i, a Shariah-compliant investment account that literally rewards you for being financially responsible.Daily, weekly, quarterly, yearly rewards? Yes, please.

Over 23,000 customers are already using it, and HLISB wants more Malaysians to build wealth the right way.

20th Anniversary = 20-themed Rewards

To celebrate the milestone, HLISB is rolling out a long-running campaign until 31 December 2025.Among the perks:

???? RM20 for new customers who deposit RM200???? RM50 cashback for approved + funded ASB Financing-i???? RM100 cashback for existing customers who top up RM2,000

Basically: they really want you to start building your wealth now — and they’re willing to reward you for it.

A New Era for an Islamic Bank That’s Grown Up With Malaysia

HLISB’s rebrand isn’t cosmetic.It’s a full shift toward making Islamic wealth management modern, meaningful, ethical, and accessible to everyone, from students to families to business owners.

It’s Islamic banking with:

Whether you’re starting your wealth journey or planning a legacy, HLISB is positioning itself as the bank that’ll walk the whole path with you.

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