From One Retail Kiosk to 12 Million Customers, Home Credit Enters Its Next Chapter

When Home Credit Philippines opened its first retail kiosk at SM Megamall in 2013, it served just 33 customers on its inaugural day.

Gabriel “Gabby” Roxas takes the marketing helm as Home Credit Philippines enters its next chapter of growth.

What began as an experiment in accessible in-store financing would eventually grow into one of the country’s largest consumer finance platforms, bringing millions of Filipinos with little or no formal credit history into the financial mainstream.

Thirteen years later, the company is preparing to tell that story to an even wider audience.

Home Credit Philippines has appointed Gabriel “Gabby” Roxas as Chief Marketing Officer, effective August 3, 2026, placing an experienced global marketing executive at the helm of its brand, customer engagement, and growth initiatives.

Roxas brings more than two decades of marketing and business leadership experience from Google, Johnson & Johnson, Coca-Cola, and Procter & Gamble. Before joining Home Credit, he served as Head of Marketing for Google Vietnam, the Philippines, and South Asia Frontier.

“Home Credit helps millions of Filipinos access opportunities that bring them closer to their goals and aspirations,” Roxas said.

“I’m excited to be part of an organization that is committed to creating customer-focused solutions through continuous innovation.”

Financing Everyday Aspirations

Home Credit built its business around a straightforward proposition: make essential products and financial services more accessible to consumers who may not qualify through traditional lending channels.

Its point-of-sale installment plans allow customers to finance smartphones, laptops, appliances, motorcycles, and e-bikes through partner retailers.

Over time, the company expanded its portfolio to include cash loans, the Home Credit Card, insurance and warranty products, and HC Qwarta, a virtual credit line for QR Ph purchases, utility payments, and mobile load.

From 33 customers to more than 12 million, Home Credit Philippines continues to widen its nationwide reach, bringing accessible financing closer to millions of Filipinos.

The Home Credit Philippines App brought these services together on a digital platform, enabling customers to explore offers, monitor monthly obligations, and manage repayment schedules through their smartphones.

That transition from paper-based retail applications to an increasingly digital ecosystem reflected the company’s evolution from installment lender to broader consumer finance provider.

A Decade of Scale

Home Credit’s journey has been marked by a succession of milestones. It expanded nationwide in 2017, launched its mobile application in 2018, and moved into cash loans and revolving credit in 2019.

By its 10th anniversary in 2023, it had served more than 10 million customers and extended over ₱295 billion in cumulative credit.

Momentum continued in 2024, when the company recorded ₱61 billion in point-of-sale sales, up 19% from the previous year, while financing approximately 2.91 million products.

Its entry into motorcycle and e-bike financing also generated ₱261 million in vehicle sales during the year.

By late 2025, Home Credit had served more than 12.2 million Filipinos and brought cumulative disbursements close to ₱500 billion.

Its network now extends to more than 18,000 partner stores across 75 of the country’s 81 provinces, supported by roughly 9,000 agents.

The company’s ownership has evolved alongside its growth. Thailand’s Krungsri holds a 75% stake, while the Philippines’ Security Bank acquired the remaining 25% in 2025 for ₱10.36 billion.

From everyday essentials to flexible credit solutions, Home Credit Philippines is making more products and opportunities accessible to Filipino consumers.

Home Credit operates as a non-bank financial institution under the supervision of the Securities and Exchange Commission (SEC) and the Bangko Sentral ng Pilipinas (BSP).

For Roxas, the next chapter is about building upon that considerable reach. “I look forward to strengthening the Home Credit brand,” he said, “and supporting its mission of bringing more Filipinos closer to the opportunities they deserve.”