Hong Leong Finance opens innovative new branch in Punggol

Hong Leong Finance has opened its new branch at Punggol Coast Mall, targeting one of Singapore's fastest-growing residential and commercial areas. The branch marks an effort to expand services in Punggol, where the population is estimated at 190,000, and major infrastructure developments, such as the Punggol Digital District, are underway.

Punggol expansion

The new location aims to address increasing demand for financial products and services as the district's urban landscape evolves. Hong Leong Finance sees significant growth potential in Punggol's expanding community and commercial activities.

"We are excited to open our new branch in Punggol district, one of the fastest growing and most promising new catchment areas for our growth. Punggol's population has been rising rapidly with an estimated 190,000 people in recent years and with major developments such as the Punggol Digital District, we see demand potential for our financial products and services," said Ang Tang Chor, President, Hong Leong Finance.

Omnichannel approach

Hong Leong Finance has implemented digital innovations to enhance the customer experience. New features at the Punggol branch include a digital LED art wall integrated into the glass façade, which provides information and creates a visual impact for customers approaching the branch. Additionally, the introduction of an augmented reality experience allows customers to interact with Ray, a digital mascot, who highlights the benefits of the HLF Digital app.

The branch layout includes privacy-enhanced teller booths designed to increase customer comfort and confidentiality. These spaces aim to provide a secure environment for financial discussions, replacing traditional open counters. The branch also features a dedicated SME Centre to support small and medium-sized enterprises operating in the Punggol district.

"As part of our customer-centric focus and transformation, we also delighted to roll out new initiatives to enhance customers' experience and better engage with them. Whether they are at our branch, using our app and digital platform, or visiting our website, we want our customers to have a seamless and secure experience. This integrated omnichannel approach will also address the evolving needs and expectations of today's digitally savvy consumers, while continuing to uphold the personalised service that HLF is known for," said Ang Tang Chor.

Technological enhancements

Alongside the branch opening, Hong Leong Finance has launched a revamped corporate website. The new site features improved navigation and interactivity, making it simpler for customers to locate information and services. The goal is to provide a consistent user experience across all physical and online touchpoints.

The launch follows the recent rollout of the HLF Digital app, allowing customers to access a wide range of services remotely. The company has also introduced a digital platform for vehicle loan applications, which integrates directly with car dealers' booking systems. This move eliminates manual paperwork and streamlines the loan process for customers and partners alike.

Sustainability and inclusivity

Sustainability has been incorporated into the new branch's design, featuring energy-efficient lighting and the use of green-certified materials. Priority seating areas are designated for seniors, reflecting a commitment to inclusivity and accessibility. These design elements aim to support customer comfort while demonstrating a commitment to environmentally conscious practices.

Customer experience remains central to Hong Leong Finance's strategy, blending technological tools with personalised service. Privacy, engagement, and usability are prioritised at the new branch, with facilities tailored to the needs of individuals and businesses in the Punggol area.

"The new branch feels like one that is built for the future. It blends innovation with personal care. The privacy-enhanced booth makes my sharing with the staff feel more comfortable and secure, and I really appreciate how she takes time to understand my needs. The digital LED wall immediately catches my eye - it's vibrant and informative, and the AR experience is a creative way to learn about the HLF Digital app," said J. Ng, a customer.