Home Credit Vietnam’s CSO: Bringing “Tài Chính Số Tận Tâm” into every customer experience

Tài Chính Số Tận Tâm (Conscientious Digi-Finance) puts customer experience at the centre, helping people better monitor, manage, and take control of their financial decisions.

Home Credit Vietnam has secured a double win at the Asian Banking & Finance Retail Banking Awards 2026, taking home both Finance Company of the Year and Sustainability Initiative of the Year for the second consecutive year.

Mr Pham Ngoc Khang, Chief Strategy Officer and Chairman of the ESG Steering Committee at Home Credit Vietnam, sees this achievement as further motivation for the company to remain committed to sustainable growth as Vietnam’s consumer finance market continues to evolve.

What has sustained Home Credit’s double recognition at the ABF Retail Banking Awards for two years running?

Being recognised for two consecutive years is a strong source of motivation for our entire Home Credit Vietnam team. For us, business performance and sustainability are not separate objectives; they are both outcomes of the same commitment to responsible growth.

Home Credit’s resilience lies in the consistency of our approach: understanding customers, tailoring solutions to their needs and repayment capacity, and digitalising the customer journey from product discovery to loan management. This foundation enables us to promote financial inclusion and responsible lending, helping customers make more informed financial decisions.

You mentioned strategic consistency, yet the market has been constantly changing. Following a period of significant volatility, how have Vietnamese consumers’ financial behaviours evolved, and how is Home Credit adapting?

Vietnamese consumers are becoming more cautious and informed in their financial decisions. Rather than looking only at how quickly a loan can be approved or disbursed, customers today pay closer attention to loan terms, monthly repayment amounts, whether a financial solution genuinely fits their repayment capacity and how they will be treated by the company they borrow from.

We see this as a positive shift, as consumers take greater ownership of personal financial management. In response, Home Credit has continued to diversify its portfolio to address specific customer needs, from cash loans and credit cards to buy now-pay later solutions such as Home PayLater.

With 18 years of operations in Vietnam, more than 18 million customers, and over 24,000 points of sale nationwide, Home Credit has built a strong foundation to bring formal financial solutions closer to consumers. Through partnerships with leading names across retail, automotive/mobility, and e-commerce, including Mobile World Group, VinFast, Honda, Shopee, and TikTok, we help customers access transparent and suitable financing options when their needs arise.

Digital channels are also becoming central to the customer journey. The Home Credit app, which has surpassed 17 million downloads, allows customers to track contracts, manage loans, check repayment schedules, and take greater control of their financial journey.

For Home Credit, customer-centricity is not simply about speed. It is about expanding access to formal, transparent, and responsible financing, so customers can make financial decisions that are better aligned with their needs and circumstances.

In the next phase of consumer finance development, technology and AI are often associated with faster loan approvals. Does AI play a broader role at Home Credit?

From a customer’s perspective, technology makes financial services simpler, faster, and more convenient. Through the application of AI, machine learning, and big data, some loan applications at Home Credit can be processed in as little as three minutes.

However, AI is not merely a tool to accelerate loan approvals. More importantly, data and analytical models allow us to assess customer profiles more comprehensively, detect risks earlier, and determine credit limits that are more appropriate to each customer’s repayment capacity. This is critical to expanding access to finance whilst upholding responsible lending principles.

We have also adopted responsible practices, ensuring that our credit-scoring models are governed rigorously, transparently, and can be reviewed when necessary. For Home Credit, AI and any advanced technology must operate within a framework of risk discipline, data security, and consumer protection. Our non-performing loan ratio of around 1.7% reflects the effectiveness of this prudent approach and emphasises our responsible approach to lending.

More importantly, AI helps augment what we already do well. It shortens execution timelines when launching new products, enables us to monitor adoption more closely, and helps us adjust our value proposition more quickly in response to changing customer needs. In a market marked by greater volatility, this ability to adapt with both speed and discipline is essential to sustainable growth.

“I chose Home Credit for two reasons: the company’s reputation and its fast, simple process. Still, I hope the company will continue improving its products and services, because a better experience is what makes customers stay in the long run.” – Mr Hung, 39, a factory worker and Home Credit customer who participated in the company’s “Conversations with Customers” programme.

Home Credit Vietnam has been amongst the early movers in sustainable development within the consumer finance sector. As ESG becomes increasingly prominent amongst businesses, what sets Home Credit’s approach apart?

At Home Credit, ESG is not a standalone initiative. It is embedded in the way we operate and grow our business. This approach is reflected in our 4C framework: Customers, Community, Colleagues, and Corporate.

For Customers, we expand access to finance through a diversified portfolio of transparent solutions tailored to real customer needs. For Community, Home Credit promotes financial literacy, supports local communities, and responds to emergency relief needs. By the end of 2025, our Home Smart financial education programme had reached more than 21 million views, whilst Home Love contributed approximately VND 7 billion, renovated three schools, and mobilised more than 350 employee volunteers to support over 8,000 children and disadvantaged individuals.

For Colleagues, we foster a diverse, inclusive, and empowering workplace where employees can continue developing the capabilities needed in a rapidly evolving financial industry. Under the Corporate pillar, we strengthen our operational foundation through digital governance, transparent risk management, and responsible business practices.

The results and progress of our 4C framework will be presented in greater detail in Home Credit’s Sustainability Report, scheduled for publication in August 2026.

“During the severe natural disasters in 2025, the Home Credit team proactively reached out to offer support before we even asked. They worked closely with us to identify the most urgent needs and respond quickly. This spirit of trust, flexibility, and long-term commitment has made our partnership truly meaningful, allowing us to create lasting positive impact for the community together.” – Ms Nguyen Xuan Tu, Managing Director - Hope Foundation.

- Over the next three to five years, as consumer expectations continue to evolve, how does the “Tài Chính Số Tận Tâm” positioning reflect Home Credit’s preparation for the next stage of growth?

Over the next three to five years, Vietnam’s consumer finance sector will be shaped not only by technology, but also by how well companies support customers in making informed choices. As consumers become more proactive in managing their finances, businesses need to provide the right information, tools, and solutions so customers can make decisions with greater confidence. This is the foundation of Home Credit’s “Tài Chính Số Tận Tâm” positioning, built on trust, relevance, convenience, and empathy.

For us, consumer finance is not simply about providing loans. It is about expanding access to formal, transparent, and responsible financing for Vietnamese consumers. This commitment is reflected in every customer experience, from clear terms and fast approval processes to digital tools that help customers monitor, manage, and take greater control of their loans.

Through the nationwide TVC campaign “Supporting Striving Hands,” Home Credit aims to bring this spirit closer to consumers. Featuring the diligent hands of everyday workers, the campaign reflects our commitment to standing alongside customers and supporting their real-life needs through practical, timely, and responsible financial solutions.

In 2026 and beyond, Home Credit Vietnam will continue advancing “Tài Chính Số Tận Tâm” with customers at the centre. By combining technology, product innovation, and disciplined risk management, we aim to promote inclusive digital finance, support sustainable growth, and contribute positively to Vietnam’s economic development.

More than ever, we will continue lending our hand to Customers, Colleagues, Community, and Corporate, because all four are the backbone of sustainable growth and of Home Credit’s long-term commitment to Vietnam’s consumer finance market. 

The Asian Banking & Finance Retail Banking Awards is presented by Asian Banking & Finance Magazine. To view the full list of winners, click here. If you want to join the 2027 awards programme and be recognised for your company's innovative solutions, products, services, and deals that impacted the banking and finance industry, please contact Julie Anne Nuñez-Difuntorum at (+65) 3158 1386 ext 242 or julie@charltonmediamail.com