Hong Kong virtual lender Airstar Bank has officially rebranded to EleBank, signalling a strategic shift towards wealth management and integrated financial services.

The rebranding follows a major ownership change. Online brokerage Futu recently became the controlling shareholder of the digital bank after a HK$500 million capital injection.

The company announced the transition alongside a new brand proposition focused on investing.

The shift reflects a broader push to combine existing digital banking infrastructure with new wealth management capabilities.

Following the rebrand, the digital lender is rolling out an updated suite of services. This expansion covers financing, payments, lending, and insurance to provide a consolidated platform for users.

The bank stated that the upgrade goes beyond a visual refresh. EleBank plans to use its fintech capabilities to simplify the wealth management process and encourage disciplined investment habits among its customers.

The company is also strengthening its regulatory compliance and risk management frameworks to support the expanded product offerings safely.

EleBank intends to draw on its technology platform to drive further business innovation and strategic diversification.

The digital bank aims to build out its core wealth management functions to help users achieve sustainable, long-term capital appreciation.

Featured image credit: Edited by Fintech News Hong Kong based on image by EleBank and mangpor2004 via Freepik