The winning bank recently embarked on a bankwide branch transformation initiative, implementing a strategy that segments branches into various categories that are designed to cater to local demographic needs. Iconic branches in key landmarks and flagship urban branches offer full-fledged access to the Bank’s tailor-made solutions, coupled with conducive environments for bespoke discussions about financial advisory and wealth creation. Besides that, enhanced standard branches expand HLB’s reach into various communities, while community branches target specific areas with extended working hours and resources that are catered to specific demographics. By integrating technology into branch operations and transforming physical spaces into engagement hubs fit for financial advisory and relationship building, the Bank has optimised resources and improved efficiency. For tailoring services to local needs while embracing digital innovation, the award for Best Branch Banking Initiative in Asia Pacific for 2025 goes to Hong Leong Bank.