Promise
Promise (Thailand) Co., Ltd. is a Bangkok-based revolving personal credit provider, wholly owned by Japan's SMBC Consumer Finance, serving salaried Thai nationals with unsecured, no-collateral loans at 15-25% interest via mobile, web, branch, and call center channels.
- Company typePrivate
- Founded2004
- HeadquartersBangkok, Thailand
- Headcount501–1,000
- GTM typeB2C
- OfferingServices
What Promise does
Promise (Thailand) Co., Ltd. (บริษัท พรอมิส (ประเทศไทย) จำกัด) is a Bangkok-based revolving personal credit provider operating in Thailand since 2004 as a wholly-owned subsidiary of SMBC Consumer Finance Co., Ltd., a Japanese consumer finance firm within the Sumitomo Mitsui Banking Corporation group. The company issues unsecured, no-collateral revolving personal credit lines (สินเชื่อส่วนบุคคล) to Thai nationals aged 20-64 with a minimum monthly income of 8,000 THB, at interest rates of 15-25% per annum and facility fees of 0-10% per annum. Credit limits are capped at 1.5x monthly income for sub-30,000 THB earners and 5x income or 300,000 THB (whichever is lower) for higher earners, with a Bank-of-Thailand rule limiting each borrower to a maximum of three personal-credit institutions. Promise operates under Bank of Thailand supervision as a licensed personal credit provider and is not publicly listed.
The company runs a digital-first, omnichannel origination and servicing platform spanning the promise.co.th website, the PROMISE Thailand iOS and Android mobile application (with NDID-enabled fully digital application for customers earning 15,000+ THB/month), a nationwide physical branch network across multiple Thai provinces, and a 1751 call center. The underlying infrastructure integrates with the National Credit Bureau for credit checks, PromptPay (via National ITMX) for QR-based installment repayment, and a broad payment-collection network covering six major Thai banks (Krungthai, Kasikorn, Krungsri, Bangkok Bank, TMBThanachart, SCB), 7-Eleven, Thailand Post (PAY AT POST), Lotus's, BigC, the Pao Tang wallet, and MAKE by KBank. Core systems support online application, rule-based credit decisioning with one-hour approval on complete files, in-contract top-up requests, credit-limit increases, and ongoing account servicing.
Promise monetizes primarily through interest on outstanding revolving balances (15-25% p.a.), supplemented by facility fees (0-10% p.a.), stamp duty, credit-information inquiry fees (5-12 THB per query), third-party payment processing pass-through fees (10-35 THB per transaction), and late-payment follow-up fees. The customer base is salaried Thai employees seeking fast, unsecured cash access; acquisition is direct-to-consumer via the website, mobile app, call center, and physical branches, supported by content marketing, a broad social media presence (Facebook, Instagram, TikTok, LINE, YouTube, X), and a member-get-member referral program. Headcount is 501-1,000 and revenue is not publicly disclosed.
Promise firmographics
Firmographics- Name
- Promise
- Legal name
- บริษัท พรอมิส (ประเทศไทย) จำกัด
- Website
- https://promise.co.th
- Company type
- Private
- Founded year
- 2004
- Operating status
- Operating
- Headcount range
- 501–1,000 employees
- Short description
- Promise (Thailand) Co., Ltd. is a Bangkok-based revolving personal credit provider, wholly owned by Japan's SMBC Consumer Finance, serving salaried Thai nationals with unsecured, no-collateral loans at 15-25% interest via mobile, web, branch, and call center channels.
- Ownership category
- akta.pro rank
Promise industry classification
Industry- Product category
- Consumer Lending
- NAICS
- Other Nondepository Credit Intermediation (52229), Credit Intermediation and Related Activities (522)
- SIC
- Personal Credit Institutions (6141)
- akta.pro primary industry
- Large Purchase & Lifestyle Personal Loans (Unsecured Installment) (FSAKAAAG)
Keywords
Where Promise is headquartered
LocationHeadquarters
- HQ city
- Bangkok
- HQ country
- Thailand
- HQ region
- Asia
Offices2 records
Markets served
Promise business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Operations, Technology or R&D, Marketing or Sales, Infrastructure, Others
Revenue model
- Personal Loan Interest Income: Promise generates revenue primarily from interest charged on revolving personal credit lines. Interest rates range from 15% to 25% per annum, calculated daily on outstanding principal using the formula (outstanding principal × interest rate × number of days in billing cycle) / 365. Additionally, facility fees ranging from 0.00% to 10.00% per annum are charged for the use of the credit line.
- Fee-based Income: Additional revenue is derived from various fees including stamp duty (1 THB per 2,000 THB of approved credit limit), credit information check fees (5-12 THB per inquiry for new applicants and contract changes), payment processing fees charged by third-party payment providers (10-35 THB per transaction), and late payment follow-up fees (50 THB for 1-30 days overdue, plus 100 THB per additional 30-day period).
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Monthly | Standard revolving personal credit line — income below 30,000 THB/month |
| Subscription | Monthly | Standard revolving personal credit line — income 30,000 THB/month and above |
Go-to-market motion2 records
Distribution channels6 records
Marketing channels10 records
Promise product offering
Product offeringCore offering
Promise provides unsecured revolving personal credit lines to Thai salaried consumers under the supervision of the Bank of Thailand. Borrowed funds can be disbursed as cash or bank transfer, with the credit limit regenerating upon repayment. The company operates an omnichannel model combining a digital loan origination platform (website and mobile app), physical branch service points across Thailand, and a 1751 call center, with interest rates ranging from 15% to 25% per annum.
Product overview
Promise (บริษัท พรอมิส (ประเทศไทย) จำกัด) is a personal finance company offering revolving personal loans (สินเชื่อส่วนบุคคล) under the regulation of the Bank of Thailand, operating as a subsidiary of SMBC Consumer Finance Co., Ltd. from Japan. The product portfolio consists of a core revolving personal loan product supplemented by multi-channel access including a mobile application (PROMISE Mobile Application), website-based member services, online application portal, and physical branch network. The personal loan offers unsecured borrowing (no collateral or guarantor required) with a reusable credit limit that regenerates upon repayment, targeting Thai nationals with verifiable income. Interest rates range from 15-25% per annum with maximum credit limits based on income (up to 1.5x monthly income for income below 30,000 THB, or up to 5x or 300,000 THB for income 30,000 THB and above).
Differentiator
Problem solved
Functional benefit
Products and services
- Promise Revolving Personal Loan (สินเชื่อส่วนบุคคลพรอมิส) Core revolving personal credit product for Thai nationals aged 20-64 with monthly income of at least 8,000 THB. No collateral or guarantor required. Interest 15-25% per annum; facility fee 0%-10% per annum. Credit limits up to 1.5x monthly income (under 30,000 THB income) or up to 5x monthly income or 300,000 THB (30,000+ THB income). Minimum monthly payment is the greater of 3% of balance or 300 THB.
- PROMISE Thailand Mobile Application Mobile app (iOS/Android) for new and existing customers to check loan status, outstanding balance, available additional borrowing capacity, request top-ups within contract limit, view payment due dates, and access e-Statements. Supports digital loan application for qualifying customers.
- Website Member Services Web-based member portal where existing customers can check loan status, outstanding balance, eligible top-up amount within contract limit, payment due dates, and manage account details. (Web member services scheduled to cease on 1 October 2026 Thai calendar / 2569 BE.)
- Online Loan Application Online loan application channel accessible through promise.co.th that allows applicants to submit personal loan applications remotely without visiting a branch office.
Quantifiable outcome
- Approval within 1 hour for complete applications submitted before 18:00
- +3 more outcomes
Companies that use Promise
Customer profileSegments3 records
Ideal customer profiles3 records
Promise technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration13 records
Promise partnerships and signals
Strategic signalPartnerships
Six partnerships are on record, tiered core and supporting.
- Bank of Thailand (ธนาคารแห่งประเทศไทย, ธปท.)corePromise operates under the regulatory supervision of the Bank of Thailand as a licensed personal credit lender. The Bank of Thailand sets lending limits, interest rate caps, fee regulations, and consumer protection standards that Promise must comply with. Promise's personal credit products are governed by regulations from the Bank of Thailand and operate within the regulatory framework for non-bank financial institutions.
- National Credit Bureau (บริษัท ข้อมูลเครดิตแห่งชาติ จำกัด / เครดิตบูโร)corePromise uses the National Credit Bureau's credit information system to check and report applicant and customer credit data as part of the loan approval and ongoing account management process. Credit information queries are conducted for all new applicants and contract change requests. Query fees apply: 12 THB if credit/search data is found, 5 THB if no data is found.
- PromptPay / National ITMXcorePromise integrates with PromptPay, Thailand's national payment infrastructure operated by National ITMX (Internet Transaction Mediation), enabling customers to make loan installment payments via QR code linked to their mobile phone number through the PROMISE mobile application.
- Partner Banks for Payment ServicessupportingPromise has established payment collection partnerships with multiple Thai banks: Krungthai Bank, Kasikorn Bank, Krungsri (Bank of Ayudhya), Bangkok Bank, TMBThanachart Bank, and Siam Commercial Bank. Customers can make loan installment payments through bank counters, ATMs, telephone banking, internet banking, and mobile banking apps of these partner banks.
- Thailand Post (ไปรษณีย์ไทย)supportingThailand Post offices nationwide and counters displaying the PAY AT POST symbol serve as payment collection points where Promise customers can pay their loan installments using barcode invoices.
- Retail Payment Partners (7-Eleven, Lotus's, BigC)supportingPromise customers can pay loan installments at 7-Eleven convenience stores nationwide (using invoices with barcode), Lotus's hypermarkets, and BigC hypermarkets. These retail partners serve as cash payment collection points, expanding Promise's offline payment reach across Thailand.
Scale indicators2 records
Recent moves6 records
Expansion highlights5 records
Promise competitors and assessment
Company assessmentDirect peers
- NgernTidLor: Thailand's largest digital personal-loan / nano-finance platform, providing unsecured personal loans to salaried and self-employed borrowers nationwide. Directly competes with Promise on the same end-customer, the same product (revolving personal credit), and increasingly the same digital channels.
- AEON Specialized Bank (Thailand): Also a Japanese-owned (AEON Financial Service) consumer-finance lender in Thailand offering unsecured personal loans (Happy)+ credit cards. Highly comparable business model, scale, and target segment to Promise, with similar storefront + digital GTM.
- Srisawad Finance (Srisawad Power 1979): One of Thailand's leading non-bank consumer lenders, originally known for title-loan and now offering personal loans and nano-finance products to similar salaried/working-class Thai consumers — a directly comparable unsecured lending franchise.
- KTC (Krungthai Card): Thai consumer-finance subsidiary of Krungthai Bank offering credit cards, personal loans (KTC Cash), and revolving credit lines. Same target customer base (Thai salaried consumers) and same revolving-credit product structure, with bank-channel distribution.
- Home Credit (Thailand): Thailand subsidiary of the global Home Credit Group offering consumer finance and personal loans to mass-market Thai borrowers. Directly comparable in customer profile (lower-income salaried), product type (cash loans), and omnichannel distribution.
- Muangthai Capital: A major Thai personal-loan provider under Muangthai Group, focused on unsecured personal loans and hire-purchase financing to salaried and informal-sector borrowers. Competes head-on with Promise on credit limits, tenors, and Thai salaried customer profile.
- AEON Credit Service (Thailand): Thai arm of Japan's AEON Credit Service providing unsecured personal loans and hire-purchase financing. Same Japanese consumer-finance DNA, same Thai salaried customer focus, and similar product-range as Promise.
Broad incumbents
- Krungsri (Bank of Ayudhya) — Krungsri First Choice Personal Loan: One of Thailand's largest commercial banks (under Mitsubishi UFJ) offering personal loans, credit cards, and broader retail banking. Competes with Promise on personal loans but offers a wider portfolio of financial products to a broader income range.
Regional players
- Acom (Japan): Japanese consumer-finance company offering unsecured personal loans and revolving credit. Similar business model and product mechanics to Promise's parent context, but operates in Japan rather than Thailand.
- Aiful (Japan): Japanese consumer-finance company providing unsecured personal loans and revolving credit, comparable to Promise's parent context. Operates only in Japan but is a peer on regulatory model and product mechanics.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
Promise social profiles
Digital presencePromise compliance and trust
Trust signalCompliance1 record
Promise financial estimates
Financial estimateRevenue estimate
Valuation estimate
Promise leadership team
Management profileNumber of profiles
Promise funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Promise M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Promise
What does Promise do?
Promise provides unsecured revolving personal credit lines to Thai salaried consumers under the supervision of the Bank of Thailand. Borrowed funds can be disbursed as cash or bank transfer, with the credit limit regenerating upon repayment. The company operates an omnichannel model combining a digital loan origination platform (website and mobile app), physical branch service points across Thailand, and a 1751 call center, with interest rates ranging from 15% to 25% per annum.
Is Promise a public or private company?
Promise is a private company. It is classified as corporate owned and is currently operating.
When was Promise founded?
Promise was founded in 2004. It employs 501 to 1,000 people.
Where is Promise based?
Promise is headquartered in Bangkok, Thailand, in the Asia region.
How does Promise make money?
Two revenue lines are on record. Personal Loan Interest Income is the primary driver. The others are fee-based Income.
Who are Promise's main competitors?
Direct peers on record are NgernTidLor, AEON Specialized Bank (Thailand), Srisawad Finance (Srisawad Power 1979), KTC (Krungthai Card), Home Credit (Thailand), Muangthai Capital and AEON Credit Service (Thailand). Krungsri (Bank of Ayudhya) — Krungsri First Choice Personal Loan is listed as a broad incumbent. Regional players are Acom (Japan) and Aiful (Japan).
Does Promise have an API?
No public API is recorded for Promise.
What industry is Promise in?
Promise's product category is Consumer Lending. Its primary akta.pro industry code is FSAKAAAG, Large Purchase & Lifestyle Personal Loans (Unsecured Installment). Its NAICS code is 52229 and its SIC code is 6141.