Easy Buy

What Easy Buy does

Easy Buy Public Company Limited is a Thai consumer finance company founded in 1996 that provides unsecured personal credit to general Thai consumers. The company operates two core product lines: the Umay+ revolving cash card (an unsecured revolving credit line accessible through branches, ATMs, and mobile app) and point-of-sale installment loans distributed through partner retail chains including Big C, Tesco Lotus, and Makro. Easy Buy is majority-owned (71%) by Japan's ACOM Co., Ltd., with GCT Management Thailand holding 25% and Bangkok Bank holding 4%; the company has been regulated by the Bank of Thailand since converting to public limited company status in 2005 and holds an AA (tha) credit rating from Fitch Ratings for its unsecured debentures.

The company's technology platform is mobile-first, anchored by the Umay+ mobile application (1 million+ users as of 2021) and integrated with national infrastructure including NDID for remote identity verification, PromptPay for instant transfers, the National Credit Bureau for credit scoring, and cardless ATM withdrawals via QR codes at Bangkok Bank and Krungthai Bank networks. Easy Buy became the first company in Thailand to commercially deploy the GSMA Open Gateway Number Verification API through a TrueBusiness partnership in 2025, and launched DREAMwallet via Opn in 2023 to enable 24/7 online fund withdrawals from revolving credit lines. Distribution combines 103 physical branches nationwide with retail partner stores, digital channels (mobile app, DREAMwallet, Virtual Card), and call center operations.

The business model is anchored in interest income from revolving loans (Umay+ cash card) and installment loans, supplemented by card and processing fees. Customer acquisition occurs through physical branch presence, point-of-sale retail partnerships, telesales, and digital channels. Pricing is determined based on credit assessment under Bank of Thailand personal lending regulations and is not publicly disclosed. The company reported FY2568 (2025) total assets of 54,564 million THB, net loans receivable of 52,218 million THB, and net profit of 4,051 million THB.

Name

Easy Buy

Legal name

บริษัท อีซี่ บาย จำกัด (มหาชน) / EASY BUY PUBLIC COMPANY LIMITED

Website

https://easybuy.co.th

Company type

Public

Founded year

1996

Operating status

Operating

Headcount range

1,001–5,000 employees

Short description

Easy Buy is a Thai consumer finance company offering unsecured revolving credit and point-of-sale installment loans to general Thai consumers through 103 branches, retail partner networks, and a mobile-first digital platform with 1M+ users.

Ownership category

akta.pro rank

Product category

Consumer Lending

NAICS

Credit Card Issuing (52221), Sales Financing (522220)

SIC

Personal Credit Institutions (6141)

akta.pro primary industry

Large Purchase & Lifestyle Personal Loans (Unsecured Installment) (FSAKAAAG)

akta.pro secondary industries

Retail Credit (Closed-End) & Promotional Financing (0%/Deferred Interest) (FSAKAFAF), Omnichannel POS Financing (Unified Online + In-Store) (FSAKAFAE)

Keywords

• Consumer lending
• Personal loans
• Revolving credit
• Installment financing
• Cash advance cards

Headquarters

HQ city

Bang Rak

HQ country

Thailand

HQ region

Asia

Offices6 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Revolving Loan Interest: Interest income from unsecured revolving credit loans (Personal Loan/Cash Card) extended to customers through Umay+ branches and mobile app. Customers can withdraw cash within their credit limit and repay with minimum payments.
2. Installment Loan Interest: Interest income from installment loans extended at point-of-sale through partner retail stores. Company pays merchant upfront and customer repays in installments.
3. Card and Processing Fees: Fees from cash withdrawals, card services, and processing charges associated with Umay+ cash card operations.

Go-to-market motion2 records

Distribution channels5 records

Marketing channels5 records

Core offering

Easy Buy is a Thailand-licensed personal lending institution offering two core credit products: (1) the Umay+ Cash Advance Card, an unsecured revolving credit line accessible via dedicated Umay+ branches, partner bank ATMs, the Umay+ mobile app, and the DREAMwallet e-wallet; and (2) point-of-sale installment loans disbursed through partner retail stores, where Easy Buy settles the merchant upfront and the customer repays in fixed monthly installments plus interest. The company is licensed by the Ministry of Finance and supervised by the Bank of Thailand under personal loan regulations.

Product overview

Easy Buy Public Company Limited operates as a regulated personal lending business under Thailand's Ministry of Finance, offering two core credit products: (1) Umay+ Cash Advance Card — an unsecured revolving credit line accessible via dedicated branches, ATMs, and the Umay+ mobile application, supporting features including cardless cash withdrawal, DREAMwallet electronic wallet, and PromptPay instant transfers; and (2) Installment Loans — point-of-sale financing disbursed through a network of retail partner merchants. The company holds a credit rating of AA from Fitch Ratings and has operated in Thailand for over 29 years, with approximately 103 branches nationwide.

Differentiator

Problem solved

Functional benefit

Brands

• Umay+ (ยูเมะพลัส): Cash card product offering revolving loan services with concept 'Add happiness to life' (บวกความสุขให้ชีวิต)
• Umay+ Premier (ยูเมะพลัส พรีเมียร์)
• DREAMwallet

Products and services

• Umay+ Cash Advance Card (บัตรกดเงินสดยูเมะพลัส) An unsecured revolving credit card offering a reusable credit line for cash withdrawals and purchases, accessible through dedicated Umay+ branches, partner bank ATMs, the Umay+ mobile application, and the DREAMwallet electronic wallet. Targeted at Thai consumers seeking ongoing access to revolving credit without collateral requirements.
• Umay+ Premier (ยูเมะพลัส พรีเมียร์) A tiered revolving credit product targeting mid-to-high-income salaried employees, with premium benefits and a distinct brand identity under the tagline 'Add happiness to life' (บวกความสุขให้ชีวิต). Originally launched in 2011 as Umay+ Premier and refreshed in 2018.
• Installment Loan (สินเชื่อผ่อนชำระ) Point-of-sale installment financing allowing customers to purchase consumer goods through retail partner stores, with Easy Buy settling the merchant payment upfront and the customer repaying in fixed monthly installments plus interest. Distributed through major retail chains including Big C, Tesco Lotus, and Makro.

Quantifiable outcome

• 1 million+ Umay+ mobile app users achieved in 2021
• +3 more outcomes

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration9 records

AI capability3 records

Feature5 records

Partnerships

Seven partnerships are on record, tiered minor, core and flagship.

• RASA TWOminorGTM or Marketing Partner · 9 June 2026Collaboration for plastic bottle recycling program through GC YOUturn initiative 'Magic Hands Bangkok Separate to Give...Trees'.
• TrueBusinesscoreTechnology or Integration · 2 May 2025First commercial deployment of Number Verification API in Thailand under GSMA Open Gateway framework. Partnership enables mobile number verification for customer identity authentication.
• RASA GroupminorGTM or Marketing Partner · 3 July 2024Second year partnership for plastic recycling program producing PPE reflective vests for Bangkok city cleaners.
• OpncoreTechnology or Integration · 24 November 2023DREAMwallet digital wallet integration allowing cash withdrawal using Umay+ credit limit 24/7 through online transactions.
• Thai Red Cross SocietyflagshipStrategic or Co-development Partner13-year CSR partnership under Umay+ Share Care program. Total donations of 80.41 million THB for disaster relief and cancer research support.
• Major Thai Retail ChainscoreChannel Partner/ Reseller/ DistributorInstallment loan distribution through partner retail chains including Big C, Tesco Lotus, Makro, and numerous other retail outlets nationwide.
• Thai Banks (ATM Network)coreTechnology or IntegrationATM network partnerships enabling cardless cash withdrawals via QR code. Expanded to Bangkok Bank and Krung Thai Bank in 2024.

Scale indicators10 records

Recent moves12 records

Expansion highlights6 records

Direct peers

• AEON Thana Sinsap (Thailand) Public Company Limited: AEON Thailand is a Japanese-affiliated consumer finance company offering personal loans, credit cards, and hire-purchase financing in Thailand via branches and digital channels. Closest comparable peer given shared Japanese-parent DNA, similar unsecured personal lending product mix, and identical Bank of Thailand regulatory regime.
• Krungthai Card Public Company Limited (KTC): KTC is one of Thailand's largest credit card issuers and personal loan providers, with a Thai commercial bank linkage. Directly comparable in revolving credit card product, customer segment, and Thailand-only consumer finance footprint, with similar Bank of Thailand oversight.
• Ngern Tid Lor Public Company Limited: Ngern Tid Lor is a leading Thai consumer finance platform offering personal loans, nano-finance, and digital lending via its 'NgernTidLor' brand. Direct competitor in unsecured personal lending with a strong digital/mobile-led channel strategy that mirrors Easy Buy's Umay+ direction.
• Srisawad Power 1979 Public Company Limited: Srisawad Power is a major Thai personal loan and nano-finance operator focused on collateral-light lending. Comparable as a non-bank consumer lender in Thailand with overlapping customer demographics and point-of-sale / branch originations.
• Home Credit (Thailand): Home Credit Thailand is a leading POS installment financing provider for consumer goods. Directly comparable on the installment loan / POS channel that is one of Easy Buy's two core revenue streams, with similar reliance on retail partner networks.

Emerging players

• A Money Company Limited: A Money is a digital-first Thai personal loan fintech under ASCN, offering unsecured consumer loans through a mobile app. Comparable as a digital-native lender targeting similar underbanked Thai consumers, representing a rising competitive threat to Easy Buy's traditional branch-led model.

Broad incumbents

• Krungsri (Bank of Ayudhya Public Company Limited): Krungsri is one of Thailand's largest banks with a sizable personal loan and credit card business. Comparable as a broader Thai consumer credit provider with overlapping customer segments, though operates as a deposit-taking bank rather than a specialist unsecured lender.
• ACOM Co., Ltd. ACOM is the Japanese parent company holding 71% of Easy Buy and operates a similar consumer finance business in Japan. Directly comparable in core product offering (unsecured personal loans), regulatory model (specialised consumer finance oversight), and operating playbook.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/@easybuythailand
• Facebookfacebook.com/EasyBuyThailand
• Instagraminstagram.com/umayplus
• TikToktiktok.com/@umayplus
• LinkedInlinkedin.com/company/easy-buy-public-company-limited

Compliance3 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles9 records

Funding overview

Funding rounds

Investors

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 Easy Buy