Hong Leong Islamic Asset Management

What Hong Leong Islamic Asset Management does

Hong Leong Islamic Asset Management Sdn Bhd (HLISAM) is a Malaysian Islamic fund management company licensed by the Securities Commission Malaysia on 18 November 2019. It is a wholly-owned subsidiary of Hong Leong Asset Management Bhd (HLAM), itself a wholly-owned subsidiary of Hong Leong Capital Berhad, part of the Hong Leong Group conglomerate. HLISAM manages Shariah-compliant investment solutions spanning Islamic unit trust funds (e.g., Hong Leong Dana Maa'rof, Dana Dividen, Dana Al-Izdihar, Dana Makmur, Dana Al-Safa'), Islamic PRS funds, and Shariah ESG products, with Shariah screening and compliance oversight provided by BIMB Securities Sdn Bhd as corporate Shariah Adviser.

The underlying technology stack consists of a proprietary investment management platform with the HL iSmart Invest online transaction portal supporting subscriptions, redemptions, and switching for retail investors; an AgencyPRO platform for licensed Unit Trust Consultants (UTCs); and a Quarterly Investment Committee governance system covering asset allocation, sector allocation, broker selection and risk guidelines. Distribution is omnichannel: direct-to-consumer via HL iSmart Invest, EPF i-Invest partnership (zero sales charge for retirement savers), the UTC field network across Malaysia, branch offices in Kuala Lumpur, Ipoh and Pulau Pinang, and private mandates for wholesale/sophisticated investors. Risk management and internal audit are outsourced to sister entity Hong Leong Investment Bank Berhad.

Revenue is generated primarily through recurring annual management fees (typically 1.80% p.a. on unit trust funds), trustee fees (e.g., 0.07% p.a.), and wholesale/private mandate fees. Within the broader HLAM group, total revenue ranged RM63.2M–RM86.7M across recent fiscal years, and AUM reached RM15.15 billion across 35 funds as of 31 December 2025. Customer segments span mass-market retail investors, EPF members, high net-worth individuals, corporates, state governments and charitable organisations, with a marketing mix including seasonal campaigns (Hello New Investor, Gong Xi Raya, Ready Set Invest), FundBytes educational content, and Facebook/social engagement. The group has accumulated 84 LSEG Lipper Fund Awards between 2009 and 2025, with the Hong Leong Dividend Fund securing a back-to-back Best Equity Malaysia Income win at the 2026 ceremony.

Name

Hong Leong Islamic Asset Management

Legal name

Hong Leong Asset Management Bhd

Website

https://hlam.com.my

Company type

Private

Founded year

1994

Operating status

Operating

Headcount range

11–50 employees

Short description

Malaysian Shariah-compliant fund management company (HLISAM) licensed by Securities Commission Malaysia in 2019, wholly-owned by Hong Leong Asset Management Bhd. It manages Islamic unit trust, PRS, and Shariah ESG funds across retail, HNW, and institutional segments via digital, EPF, and consultant channels.

Ownership category

akta.pro rank

Product category

Asset Management

NAICS

Portfolio Management and Investment Advice (52394), Open-End Investment Funds (525910)

SIC

Investment Advice (6282)

akta.pro primary industry

Islamic Investment Banking & Capital Markets Services (FSABAGAG)

akta.pro secondary industry

Shariah Governance, Compliance & Advisory (Shariah Boards, Audit, Fatwa) (FSABAGAJ)

Keywords

• Islamic asset management
• Shariah-compliant funds
• Unit trust management
• Wholesale fund management
• Private retirement schemes

Headquarters

HQ city

Kuala Lumpur

HQ country

Malaysia

HQ region

Asia

Offices3 records

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

Personnel, Operations, Technology or R&D, Marketing or Sales, Infrastructure, Others

Revenue model

1. Asset Management Fees: HLAM generates revenue primarily through annual management fees charged on assets under management. For example, Hong Leong Value Fund charges 1.80% p.a. management fee. The company also earns trustee fees (e.g., 0.07% p.a. for Hong Leong Value Fund, subject to minimum of RM18,000 p.a. excluding foreign custodian fees).

Pricing tiers

Go-to-market motion1 record

Distribution channels6 records

Marketing channels6 records

Core offering

Hong Leong Islamic Asset Management Sdn Bhd (HLISAM) is a Kuala Lumpur-based Islamic fund management company licensed by the Securities Commission Malaysia, offering Shariah-compliant investment solutions through Islamic unit trust funds, Islamic wholesale funds and Islamic private retirement schemes. The company serves retail investors (including EPF members), high net-worth individuals and corporate/institutional investors via wholesale funds and private mandates, distributed through the HL iSmart Invest digital platform, EPF i-Invest partnership and a Unit Trust Consultant network.

Product overview

Hong Leong Asset Management Bhd (HLAM) is an established Malaysian asset management company offering a comprehensive range of investment solutions. The core product portfolio includes 21+ Unit Trust Funds (conventional and Islamic), 7 Wholesale Funds for sophisticated investors, and 7 Private Retirement Schemes (PRS). HLAM also operates HL iSmart Invest, a digital platform for online investment transactions. The company offers equity funds (growth, value, dividend-focused), fixed income/money market funds, balanced funds, sector-specific funds, ESG funds (conventional and Shariah), and geographic-focused funds (Asia-Pacific, ASEAN, Greater China, Global). Hong Leong Islamic Asset Management Sdn Bhd (HLISAM) serves as the wholly-owned Islamic subsidiary, providing Shariah-compliant investment products. As of 31 December 2025, HLAM manages RM15.15 billion in assets under management.

Differentiator

Problem solved

Functional benefit

Brands

• HL iSmart Invest: Online platform for investors to perform transactions such as subscriptions, redemptions and switching into Hong Leong AM unit trust funds
• HL iSmart Invest
• AgencyPRO

Products and services

• Hong Leong Dana Al-Izdihar

Quantifiable outcome

• 84 LSEG Lipper Fund Awards achieved from 2009-2025
• +1 more outcomes

Named customers1 record

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Four partnerships are on record, tiered core and strategic.

• BIMB Securities Sdn BhdcoreTechnology or IntegrationBIMB Securities Sdn Bhd (BIMBSEC) has been appointed as the Shariah Adviser for HLAM Islamic Funds. BIMBSEC provides Shariah advisory services on the management and operations of the Funds to ensure compliance with Shariah requirements. As at 30 June 2025, BIMBSEC is a corporate Shariah Adviser to 82 Islamic funds including two Islamic real estate investment trusts. BIMBSEC reviews the Funds' investments monthly and prepares semi-annual and annual reports on Shariah compliance.
• Hong Leong Investment Bank Berhad (HLIB)coreImplementation/ SI/ Consulting PartnerRisk management function is outsourced to Hong Leong Investment Bank Berhad's Risk Management Department. HLIB, a wholly-owned subsidiary of Hong Leong Capital Berhad, provides investment banking and capital market services. Internal audit function is also outsourced to HLIB's Internal Audit Department. The scope covers Operational Risk Management governed by the Group's Operational Risk Management Framework.
• Sumitomo Mitsui DS Asset Management (Hong Kong) Limited (SMDAMHK)strategicTechnology or IntegrationSMDAMHK is the external fund manager for Hong Leong Asia Pacific Equity Fund. It is a Hong Kong-based wholly owned subsidiary of Sumitomo Mitsui DS Asset Management Company, Limited with assets under management of approximately USD157 billion as of 31 March 2019. The company has experienced investment personnel located in Tokyo, Shanghai and Hong Kong to cover Asia Pacific regions and provides sales, marketing and customer experience support to HLAM.
• Employees Provident Fund (EPF) MalaysiacoreChannel Partner/ Reseller/ DistributorPartnership with EPF Malaysia allowing members to invest through EPF i-Invest portal. EPF members can invest up to 30% of savings in excess of Basic Savings in Akaun Persaraan into HLAM unit trust funds with zero sales charge. This provides access to Malaysia's large retirement savings pool.

Scale indicators6 records

Recent moves7 records

Expansion highlights6 records

Direct peers

• AmFunds Management Berhad: Subsidiary of AMBANK Group offering conventional and Islamic unit trusts, wholesale funds, and PRS. Competes for retail and institutional Malaysian investors with comparable product breadth.
• Public Mutual Berhad: Malaysia's largest private unit trust company. Direct competitor in Malaysian retail and Islamic unit trust funds, sharing the same regulatory framework (Securities Commission Malaysia) and customer base (EPF members, mass-affluent retail).
• Maybank Asset Management: Asset management arm of Maybank, Malaysia's largest banking group. Competes directly with HLAM in unit trusts, wholesale funds, and PRS schemes, leveraging similar Maybank Group distribution synergies.
• CIMB-Principal Asset Management: Joint venture between CIMB and Principal Financial Group. Competes head-to-head with HLAM across conventional and Islamic unit trust, wholesale, and PRS offerings, with comparable multi-channel distribution in Malaysia.
• Eastspring Investments Berhad: Malaysian arm of Prudential plc's asset manager. Competes in Malaysian unit trusts and wholesale funds with strong regional Asian-equity capabilities, comparable to HLAM's SMDAMHK-partnered Asia-Pacific products.
• Affin Hwang Asset Management: Mid-sized Malaysian asset manager offering unit trusts and wholesale funds including Shariah-compliant series. Direct competitor for retail and HNWI clients, with comparable AUM scale and product breadth.
• Kenanga Investors Berhad: Asset management subsidiary of Kenanga Investment Bank. Competes in Malaysian unit trusts, wholesale funds, and PRS, with similar banking-group distribution architecture to HLAM's Hong Leong Group setup.
• AHAM Capital (formerly Affin Hwang Asset Management after rebranding): Malaysian asset manager offering Shariah and conventional unit trusts, wholesale funds, and PRS schemes. Direct competitor in the mid-tier Malaysian asset management segment.
• RHB Asset Management: Asset management arm of RHB Banking Group. Competes directly with HLAM in Malaysian unit trusts, Islamic funds, and PRS, leveraging similar bank-distribution synergies.

Broad incumbents

• Manulife Investment Management (Malaysia): Malaysian arm of global asset manager Manulife. Competes in Malaysian unit trusts and wholesale mandates, with broader global capabilities giving it an edge for cross-border institutional mandates versus HLAM's domestic focus.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/share/p/18QgGVkBwt
• LinkedInlinkedin.com/company/hlisam

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

Subsidiaries1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Hong Leong Islamic Asset Management