HLA Vision

Our pursuit of excellence is a continuous journey as our Vision is to be the ‘Insurer of Choice' in Malaysia, through our entrepreneurship spirit to meet and exceed customers' expectation.


HLA Mission

We are committed to providing financial security and peace of mind to our customers through:
  • Innovative and quality products
  • Customized solutions to meet customers' needs at different stages of their lives
  • Excellent service via a large network of branches and agents
We aim to make every encounter with HLA a truly exceptional one!


HLA Values HLA

HLA's essence of entrepreneurship is guided by a strong set of LIFE values:
Listen – we listen to our customers as well as the market to understand their financial and protection needs
Innovate – we innovate our product solutions to meet our customers' needs
Fulfill – we fulfill the needs of our customers and build long-term relationships at every stage of their live
Energise – we are energetic and constantly look for new opportunities to serve our customers better.


Hong Leong Group Values

Hong Leong Group firmly believes that its core values form its foundations and framework. Its values build its character; they are the binding cord that holds the people together, the driving force towards the successful accomplishment of the Group’s Vision.
To consistently provide goods and services of the highest quality at affordable prices.
  Human Resource
To enhance the quality of human resources as the essence of management excellence.
To pursue management vision and foster entrepreneurship.
To ensure oneness in purpose, harmony and friendship in the pursuit of prosperity for all.
To nurture and be committed to innovation.
To improve existing operations and to position for expansion and new opportunities.
To conduct business with honour.
  Social Resposibility
To create wealth for the betterment of society.