HLB introduces initiative to teach children to be financially, sustainability smart
KUALA LUMPUR: Hong Leong Bank (HLB) has introduced a new initiative, ‘Earth Hero’ that encourages children to be environmentally conscious while practicing good money habits.
This new digital forward banking initiative that combines financial and environmental literacy leverages on the HLB Pocket Connect, a first-in-market interactive and personalised banking platform launched in August 2020.
It was designed for young digital natives who demand hyper-personalisation, realtime gratification and highly interactive content and experiences.
According to HLB group managing director and chief executive officer Domenic
Fuda, ‘Earth Hero’ is a result of the bank’s effort in expanding its sustainability initiatives in community investment with the promotion of financial inclusion and literacy through the bank’s products and services.
“We are cognisant of our role as a financial institution in creating and sustaining a vibrant ecosystem of communities and the environment,” Fuda said.
“We are very proud to be the first bank in Malaysia and the region to steer the younger generation towards being financially savvy and environmentally conscious through our HLB Pocket Connect mobile banking platform.
“We have seen good traction in the uptake of this app and view this platform as a good opportunity to gamify financial education with tangible rewards that benefits the environment, with the guidance of parents and in partnership with an eco-social enterprise.”
Under ‘Earth Hero’, the HLB Pocket Connect app has embedded a new fun and engaging ‘Task’ section that is linked to an eco-friendly mission aimed at reforestation in Borneo.
For the tree planting aspect, the bank is partnering social enterprise Animal Projects & Environmental Education Sdn Bhd (APE Malaysia) in a reforestation project in Borneo.