HAGL Agrico

What HAGL Agrico does

HAGL Agrico (legal name: Công ty Cổ phần Nông nghiệp Quốc tế Hoàng Anh Gia Lai; HOSE: HNG) is a Vietnam-based, publicly listed agricultural holding company established in 2010 as part of the restructuring of the Hoàng Anh Gia Lai (HAGL) Group conglomerate. Its core operations are tropical agriculture — historically centered on rubber, now pivoting toward short-cycle fruit crops such as bananas, pineapples, and mangoes — cultivated across a multi-country footprint spanning Vietnam, Laos, and Cambodia, supported by a workforce of approximately 11,315 employees (as of December 31, 2018) and organized through 7 wholly-owned subsidiaries plus 1 associate company.

The company also operates the HaaGrico digital platform (haagrico.com.vn), a Vietnamese financial product comparison and recommendation marketplace. HaaGrico aggregates 200+ bank, credit card and loan products, automated recommendation based on 2-3 user inputs, side-by-side comparison tools, and free user registration. The platform distributes through a network of 150+ financial institution partners including VIB, VPBank, Standard Chartered, Tnex, and Timo, and serves registered users across all 63 Vietnamese provinces. A wholly-owned subsidiary, HAGL Finance, extends the group into personal loans, business loans, deposits, payments, and electronic banking.

Revenue mechanics combine agricultural commodity sales with affiliate/referral commissions from financial product providers on the HaaGrico platform; all platform services are free to end users. The HAGL Group (founded by Đoàn Nguyên Đức) is the parent, and since 2018 THACO (Truong Hai Auto) has held a strategic stake with two THACO executives on the Board following a $163M investment, reflecting the company's reliance on a tightly-held corporate ownership structure.

Name

HAGL Agrico

Legal name

Công ty Cổ phần Nông nghiệp Quốc tế Hoàng Anh Gia Lai

Website

https://haagrico.com.vn

Company type

Public

Founded year

2010

Operating status

Operating

Headcount range

11–50 employees

Short description

HAGL Agrico (HOSE: HNG) is a Vietnam-listed agricultural holding company under the Hoàng Anh Gia Lai Group that cultivates rubber and short-cycle fruit crops across Vietnam, Laos, and Cambodia, and operates the HaaGrico financial product comparison platform serving Vietnamese consumers via 150+ bank and lender partners.

Ownership category

akta.pro rank

Product category

Financial Product Comparison Marketplace

NAICS

Activities Related to Credit Intermediation (5223)

SIC

Loan Brokers (6163), Insurance Agents, Brokers & Service (6411)

akta.pro primary industry

Price Comparison, Deals, Cashback & Loyalty Shopping Platforms (BPAMAGAH)

akta.pro secondary industry

Marketplace / Multi-Lender POS Financing Aggregators (FSAGAIAJ)

Keywords

• Financial product comparison
• Loan comparison platform
• Credit card marketplace
• Personal finance advisory
• Affiliate financial aggregator

Headquarters

HQ city

Pleine-selve

HQ country

France

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Digital Commerce or Content

Cost components

Personnel, Technology or R&D, Marketing or Sales, Operations, Infrastructure

Revenue model

1. Affiliate/Referral Commissions: HaaGrico earns commissions from financial product providers (banks, lenders, insurance companies) when users are referred and sign up for products through the platform. The platform provides free services to users while monetizing through referral relationships with financial institutions.

Pricing tiers

Go-to-market motion2 records

Distribution channels1 record

Marketing channels4 records

Core offering

HAGL Agrico operates the HaaGrico digital platform, a Vietnamese financial product comparison and advisory marketplace that helps individual consumers search, compare, and register for loans, banking services, and credit cards from 150+ partner financial institutions. The platform uses an automated recommendation engine that matches user-provided basic information against financial product databases, providing free 24/7/365 service to end users while monetizing via affiliate commissions from partner banks, lenders, and insurance companies.

Product overview

HaaGrico is a comprehensive Vietnamese financial comparison and advisory platform operated by HAGL Agrico (HOSE: HNG). The platform functions as a financial product aggregator and comparison marketplace, offering three core product categories: loans (Khoản vay), banks (Ngân hàng), and credit cards (Thẻ tín dụng). Users can search, compare, and register for financial products through the platform which features automated product recommendations, comparison tools, and educational content. The platform aggregates over 200 banks and financial institutions, 135+ financial products, and serves users across all 63 provinces in Vietnam with 150+ partner institutions. The ecosystem also includes HAGL Finance as a subsidiary providing direct financial services, alongside content verticals covering insurance, money lending guides, financial coupons, and general financial concepts.

Differentiator

Problem solved

Functional benefit

Named customers5 records

Segments1 record

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Six partnerships are on record, tiered core and minor.

• VIB (Vietnam International Bank)coreChannel Partner/ Reseller/ DistributorVIB bank partner displayed on HaaGrico platform showing banking product partnership for loans and financial services distribution
• VBI (Bao Viet Insurance)coreChannel Partner/ Reseller/ DistributorInsurance partner providing insurance products through the HaaGrico platform
• TnexcoreChannel Partner/ Reseller/ DistributorDigital banking partner offering online financial services through the platform
• TimocoreChannel Partner/ Reseller/ DistributorDigital bank partner providing fintech banking services through the platform
• Standard CharteredcoreChannel Partner/ Reseller/ DistributorInternational banking partner with presence on the HaaGrico platform
• Bureau VeritasminorImplementation/ SI/ Consulting PartnerInternational organization in inspection, evaluation, and certification engaged to support commitments to sustainable development planning, production and business operations towards community values and natural environment preservation

Scale indicators7 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• iMoney: Southeast Asian financial product comparison platform operating in Malaysia and the region, covering credit cards, loans, and banking products with an affiliate monetization model directly comparable to HaaGrico.
• MoneySmart: Singapore-headquartered financial comparison platform for credit cards, loans, insurance, and banking products, monetized through lead generation to financial institutions, structurally similar to HaaGrico's model.
• BankBazaar: India's leading financial product marketplace comparing credit cards, loans, and insurance products, with a freemium/Affiliate revenue model directly analogous to HaaGrico.
• CompareHero: Malaysian financial product comparison marketplace covering credit cards, personal loans, and broadband with affiliate monetization, structurally identical to HaaGrico's Vietnam operations.

Broad incumbents

• LendingTree: Largest US-based loan and financial product comparison marketplace. Operates a more mature version of the same affiliate/lead-generation business model that HaaGrico runs in Vietnam.
• GoCompare: UK price comparison platform (now part of RVU) covering financial products among other categories, operating the same aggregator-and-lead-generation model at scale in another developed market.
• Bankrate: US financial comparison and content platform providing rate and product comparisons for mortgages, credit cards, and deposits, monetized through affiliate referrals.
• NerdWallet: US consumer finance advisory and comparison platform with content-led traffic and affiliate monetization across credit cards, loans, banking, and insurance, comparable to HaaGrico's content-plus-comparison model.

Emerging players

• The Zebra: US comparison marketplace specializing in insurance products with an affiliate revenue model, illustrating the vertical-specific shape of comparable comparison platforms.

Others

• Timo: Vietnamese digital bank that is both a competitor on the platform's comparison listings and a distribution partner, making it an ecosystem peer rather than a direct marketplace competitor.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/profile.php

Revenue estimate

Valuation estimate

Number of profiles

Profiles9 records

Subsidiaries3 records

Funding overview

Funding rounds1 record

Investors1 record

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about HAGL Agrico