What Hana Capital does

Hana Capital Co., Ltd. (하나캐피탈) is a South Korean non-bank financial services subsidiary of Hana Financial Group, headquartered at Teheparan-ro 127 in Seoul's Gangnam district. Founded in 2004 and employing 251–500 staff, the company provides a diversified portfolio of consumer and small-business financing products organized into three lines: automobile financing (direct long-term rentals, direct auto leases, auto loans and installment plans for new and used vehicles), personal credit (e-Hana unsecured credit loans, the Happy Apartment collateral-free apartment loan, OneQ car-collateral loans, mortgage loans, stock loans, and self-employed apartment collateral loans), and medical equipment/facility leasing and installment financing plus durable goods installments. A standalone Hana Capital Membership program functions as a customer engagement layer.

The company operates a digital-first distribution model built around its corporate website and a dedicated mobile application on Google Play and the App Store (com.hanacapital.mct.phone), supporting online loan applications, real-time quote requests, loan calculators, document uploads, online billing, and account management. This is supplemented by three customer service contact channels (1800-1110 general, 1599-7942 personal credit consultation, and 24/7 1688-2040 for rental car emergencies) and cross-referral relationships across the Hana Financial Group network (Hana Bank, Hana Card, Hana Securities, Hana Life, and others).

Revenue is generated primarily through interest income on auto and personal loans, recurring lease payments on long-term vehicle rentals and medical equipment leases, and processing/handling fees on installment transactions. Pricing is quote-based on individual creditworthiness with monthly billing cadences, and rates and terms are not publicly disclosed. The company is wholly domestically focused in South Korea, holds ISMS information security certification for its public-facing internet services (2025-02-11 to 2028-02-10), and operates under the leadership of CEO Park Seung-oh.

Name

Hana Capital

Legal name

HANA CAPITAL CO., LTD.

Website

https://hanacapital.co.kr

Company type

Private

Founded year

2004

Operating status

Operating

Headcount range

251–500 employees

Short description

Hana Capital is a non-bank financial subsidiary of Hana Financial Group providing auto financing, personal loans, and equipment leasing to South Korean consumers and medical professionals through a digital platform and group-affiliated distribution channels.

Ownership category

akta.pro rank

Product category

Consumer Auto and Personal Finance

NAICS

Finance and Insurance (52)

SIC

Personal Credit Institutions (6141), Mortgage Bankers & Loan Correspondents (6162)

akta.pro primary industry

Asset-Based Lending (ABL) (FSANADAD)

akta.pro secondary industries

Large Purchase & Lifestyle Personal Loans (Unsecured Installment) (FSAKAAAG), Real Estate (Commercial Property, REITs) (FSABACAH)

Keywords

• Consumer auto financing
• Personal credit loans
• Vehicle leasing
• Medical equipment leasing
• Non-bank financial services

Headquarters

HQ city

Seoul

HQ country

South Korea

HQ region

Asia

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Interest Income from Auto Loans: Revenue generated from interest charged on automotive financing products including direct auto loans, used car auto loans, and auto installment plans.
2. Lease Payments: Revenue from long-term vehicle rentals (다이렉트 장기렌터카) and auto lease (다이렉트 오토리스) arrangements through periodic lease payments.
3. Credit Loan Interest: Interest income from personal credit loans including e-Hana credit loans, apartment collateral loans, and stock loans.
4. Equipment Financing: Revenue from medical equipment and facility leasing and installment plans.
5. Processing Fees: Handling and processing fees from installment transactions and loan processing.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels4 records

Core offering

Hana Capital provides consumer and small-business financial products, including automobile financing (long-term rentals, leases, and loans for new and used vehicles), unsecured and secured personal loans (credit loans, apartment and mortgage-backed loans, car collateral loans, stock loans), and medical equipment/facility leasing and installment financing. Products are distributed online via its website and mobile app and through the Hana Financial Group network.

Product overview

Hana Capital operates as a non-banking financial subsidiary of Hana Financial Group, offering a diversified portfolio of financial products organized into three primary categories: automobile financing (direct long-term rentals, auto leases, auto loans, and installments for both new and used vehicles), personal lending (credit loans, apartment-backed loans, car collateral loans, mortgage loans, and stock loans), and medical equipment/facility financing (leases and installments). The company provides both online digital services through its website and mobile application, alongside traditional lending and leasing products. The product ecosystem includes a membership program for customer benefits and online account management tools for contract tracking, document submission, and billing.

Differentiator

Problem solved

Functional benefit

Brands

• Hana Capital Membership (하나캐피탈 멤버십): Membership program offered by Hana Capital for customer benefits and services.

Products and services

• Direct Long-Term Rental (다이렉트 장기렌터카) Long-term vehicle rental product allowing customers to lease vehicles directly from Hana Capital with flexible terms and instant availability options.
• Direct Auto Lease (다이렉트 오토리스) Direct auto leasing service for new and used vehicles with multiple financing options.
• Auto Loan (오토론) Loan product financing vehicle purchases by individual consumers at competitive interest rates.
• Auto Installment (오토할부) Vehicle installment payment plan allowing customers to purchase automobiles through structured monthly payments.
• Used Car Auto Loan (중고차 오토론) Loan product specialized for purchases of pre-owned vehicles.
• Used Car Auto Installment (중고차 오토할부) Installment payment option for used vehicle purchases by individual consumers.
• e-Hana Credit Loan (e하나신용대출) Unsecured credit loan for individuals with income verification, providing quick and accessible personal financing.
• Happy Apartment Loan (행복아파트론) Collateral-free apartment loan for apartment owners requiring no mortgage security.
• OneQ Car Collateral Loan (원큐자동차담보대출) Quick car-backed loan using the customer's vehicle as collateral for rapid fund disbursement.
• Premium Customer Additional Loan (우수고객추가대출) Additional credit product for valued customers featuring no early repayment fees.
• Hana Mortgage Loan (하나모기지론) Mortgage-backed loan product secured by real estate property.
• Personal Business Owner Apartment Collateral Loan (개인사업자아파트담보대출) Apartment-collateral loan designed specifically for self-employed individuals and small business owners.
• Stock Loan (스탁론) Loan product using securities or stocks as collateral for borrowing.
• Medical Equipment/Facility Lease (리스) Lease services for medical equipment and facility infrastructure targeting medical professionals and healthcare facilities.
• Medical Equipment/Facility Installment (할부) Installment payment plans for medical equipment, medical consumables, and facility infrastructure for medical professionals and healthcare facilities.
• Durable Goods Installment (내구재할부) Installment financing for durable goods and equipment.
• Hana Capital Membership (하나캐피탈 멤버십) Membership program providing exclusive benefits and services for Hana Capital customers.

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Two partnerships are on record, tiered core.

• Hana Bank (하나은행)coreChannel Partner/ Reseller/ DistributorHana Capital operates as part of the Hana Financial Group network with cross-referral and distribution relationships with Hana Bank. Hana Bank contributes 400 billion won to group infrastructure funds.
• Hana Financial Group AffiliatescoreGTM or Marketing PartnerHana Capital is a subsidiary within Hana Financial Group, sharing distribution channels, brand recognition, and marketing synergies with group affiliates including Hana Bank, Hana Securities, Hana Card, Hana Life, and others.

Scale indicators1 record

Recent moves5 records

Expansion highlights3 records

Direct peers

• Hyundai Capital: Korea's largest captive auto-finance company, providing auto loans, leases, and personal credit to Hyundai/Kia and other customers. Most direct comparator to Hana Capital given overlapping auto loan, personal loan, and lease product sets inside a chaebol financial group.
• Lotte Capital: Lotte Group's consumer/captive finance arm offering auto financing, personal loans, and installment credit to retail and SMB customers. Highly comparable product mix and Korean retail customer base to Hana Capital.
• KB Capital: Non-bank finance subsidiary of KB Financial Group, providing personal loans, auto financing, and equipment leasing to Korean consumers and SMEs. Directly comparable as another chaebol-affiliated captive-finance competitor to Hana Capital within Hana Financial Group.
• Samsung Capital: Captive finance company affiliated with Samsung Group, offering auto installment financing, personal loans, and home equity credit. Same business model (chaebol-owned captive lender) and similar Korean retail customer base as Hana Capital.
• Shinhan Capital: Shinhan Financial Group's non-bank captive finance arm, providing personal loans, auto financing, and equipment leasing. Directly comparable in ownership structure, product breadth, and customer segments to Hana Capital.
• Woori Finance Capital: Consumer and auto finance subsidiary of Woori Financial Group, offering personal loans, auto credit, and leasing products. Comparable Korean chaebol-affiliated captive finance business with overlapping product offering.
• NH Capital: Non-bank finance subsidiary of NongHyup Financial Group providing personal credit, auto financing, and equipment leases. Comparable in scale, structure, and Korean retail/SMB customer overlap with Hana Capital.

Emerging players

• K Car: Korea's largest short-term and long-term car rental platform with affiliated financing offerings. Overlaps with Hana Capital's Direct Long-Term Rental and auto lease products and competes for similar auto-financing customers.

Broad incumbents

• BNP Paribas Personal Finance: Global consumer lending arm of BNP Paribas offering personal loans, auto finance, and equipment financing across Europe and select markets. Useful comparable for benchmarking Hana Capital's consumer/auto lending economics and digital distribution model at scale.
• Credit Acceptance Corporation: U.S. indirect auto lender serving subprime and deep-subprime consumers through dealer network. Comparable in auto-loan underwriting focus and consumer credit risk profile, though operating in a different geography and channel structure.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks4 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/channel/UCNFcDEaeeSVX50G4zVHLVMQ
• Facebookfacebook.com/hanacapital.official
• Instagraminstagram.com/hanacapital_official

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

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

M&A

Investments3 records

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

Frequently asked questions about Hana Capital