The rollout includes newly reimagined branches in Old Klang Road, Cheras, and Kota Damansara, as well as a refreshed branch in Cheng, Melaka. These sites follow earlier innovations like the Light Street branch in Penang and the Meet @ HLB concept in Semenyih, and mark the start of a broader network-wide upgrade.

In recognition of its efforts, HLB has received the Best Branch Transformation Initiative in Asia Pacific 2025 award from The Asian Banker, highlighting the bank’s role in setting new benchmarks for customer-centric branch banking.

Kevin Lam, Group Managing Director and CEO of HLB, emphasized the hybrid nature of the bank’s evolving model:

“We’re redefining our branches as one-stop financial centers where customers can do everything from opening accounts to complex wealth management and SME financing. Our physical spaces are built to complement our digital services by enabling more in-depth financial conversations.”

The newly designed branches feature inviting interiors, dedicated Priority Banking Centers, and private consultation areas, all tailored to encourage trust-building and personalized support.

“These are spaces where human connection matters most,” Lam added. “Whether it’s insurance planning, business advisory, or legacy conversations, our branches are built to provide the environment needed for empathy and expert advice.”

HLB also emphasized that each branch is tailored to the needs of its local community—serving as hubs not only for personal banking, but also for entrepreneurs and business owners navigating financial decisions and growth.

This is just the beginning, with more branch transformations set to follow as HLB continues to scale its customer-first strategy across Malaysia.

To explore the bank’s growing network, visit:
HLB Branch Locator

Source: PR Newswire

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