As part of its bank-wide transformation plan, of Hong Leong Bank’s (HLB or the Bank) has unveiled the latest chapter in its ambitious branch transformation initiative with the unveiling of its next-generation branches.
These include reimagined flagship branches in Old Klang Road, Cheras, and Kota Damansara, alongside a renewed branch in Cheng, Melaka. This comprehensive branch transformation builds on the success of the iconic Light Street branch in Penang launched exactly one year ago and the innovative Meet @ HLB concept introduced in Eco Majestic, Semenyih early this year.
In a resounding testament to its innovative branch banking approach, HLB has also been awarded the Best Branch Transformation Initiative in Asia Pacific 2025 award by The Asian Banker. This prestigious recognition underscores the Bank’s leadership in redefining the physical banking experience and its unwavering commitment to customer-centricity.
Kevin Lam, Group Managing Director and CEO of HLB, commented on the Bank’s strategic imperative to transcend branch banking model, as HLB works towards becoming the Best Run Bank in Malaysia.
“As a Digital Bank Plus Much More, we’re reimagining our physical branches as a “one-stop centre”. Here, you can address all your financial needs, from setting up your children’s first savings account to comprehensive legacy planning and supporting your business growth with SME loans and green financing. We’re also collaborating with other Hong Leong Financial Group companies to offer an extended range of products and services, including comprehensive insurance services and advisory centers, ensuring all your banking needs can be met under one roof. This creates a truly hybrid banking model, where our physical presence amplifies our digital capabilities by serving as centers for complex financial advisory, in-person portfolio management, and relationship building.”
To achieve this excellence in efficiency and customer experience, HLB’s reimagined branches are meticulously designed to foster an inviting, warm, and friendly atmosphere, where comfortable interiors encourage meaningful conversations about customers’ financial futures.
“This is where human connection truly matters most,” Lam added. “Crucial interactions, such as wealth advisory, insurance planning, and in-depth discussions about business growth, require a high degree of trust, empathy, and tailored advice. These new spaces are crafted to facilitate those private, conducive environments, because trust cannot be transacted; it must be built through genuine human interaction.”
Each branch within HLB’s comprehensive network is tailored to its local demographic, ensuring customers receive the most seamless, relevant, and accessible banking experience possible. The reimagined flagship branches now include a dedicated Priority Banking Center, which offers a private and inviting environment for customers.
Similarly, for the Bank’s business and corporate clients, these branches serve as vital community hubs, facilitating essential in-person discussions for business owners seeking financing, navigating uncertainties, or bespoke advisory services, reinforcing the invaluable human connection and dedicated partnership that empowers their growth.
The four branches launched by HLB are just the first in a series of renewed branches that will be rolled out in the near future, as the Bank looks to further enhance its branch banking network and provide a seamless banking experience for its customers.
