What Cetelem does

Cetelem is the consumer credit brand of BNP Paribas Personal Finance, the personal finance arm of BNP Paribas Group, operating in France under ACPR regulatory oversight. Founded in 1953 and headquartered at 1 Boulevard Haussmann in Paris, the brand serves over 5 million French retail consumers with a comprehensive suite that includes consumer credit (Crédit Consommation) up to €75,000, unsecured personal loans (Prêt Personnel), revolving credit (Crédit Renouvelable), auto financing (Crédit Auto), home renovation loans (Crédit Travaux), debt consolidation (Rachat de Crédits), and mortgage products (Crédit Immobilier). Complementary products include the Cpay Mastercard with Apple Pay, co-branded partner cards with major French retailers, savings accounts, vehicle leasing through Arval Service Lease, and attach insurance offerings (borrower, home, budget protection).

Distribution is multi-channel: a fully digital self-serve flow on web and mobile with an 8-minute application and immediate principle response, a contact center staffed by 500+ phone advisors, and a point-of-sale partner network spanning Conforama, E.Leclerc, But, Galeries Lafayette, Ford, Midas, Opel, Autobacs, and Trigano. Pricing is fixed-rate consumer credit with TAEG starting from 4.50%, ticket sizes from €500 to €75,000, and monthly billing — e.g., €14,000 over 48 months implies a €319 monthly installment and €15,297 total amount due. Revenue mechanics are classic consumer finance: interest on installment and revolving balances, revolving line utilization fees, interchange from the Mastercard program, partner co-branded economics, and insurance/ancillary commissions. The legal operating entity is BNP Paribas Personal Finance, a public limited company headquartered in Paris; Cetelem is not independently publicly traded.

Name

Cetelem

Legal name

BNP Paribas Personal Finance

Website

https://cetelem.fr

Company type

Private

Founded year

1953

Operating status

Operating

Headcount range

1,001–5,000 employees

Short description

Cetelem is the French consumer credit brand of BNP Paribas Personal Finance, offering personal loans, revolving credit, auto and home improvement financing, and the Cpay Mastercard to over 5 million retail consumers in France through digital, phone, and partner retail channels.

Ownership category

akta.pro rank

Product category

Consumer Lending

NAICS

Credit Card Issuing (522210), Consumer Lending (522291)

SIC

Personal Credit Institutions (6141)

akta.pro primary industry

Co-Branded Credit Cards (FSAKABAB)

akta.pro secondary industries

Credit Card Debt Consolidation Loans (FSAKAIAC), Retail Credit (Closed-End) & Promotional Financing (0%/Deferred Interest) (FSAKAFAF), Balance Transfer & Low-APR Credit Cards (FSAKABAI)

Keywords

• Consumer credit
• Personal loans
• Revolving credit
• Auto financing
• Credit cards

Headquarters

HQ city

Paris

HQ country

France

HQ region

Europe

Offices3 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Consumer Credit Interest: Cetelem generates revenue through interest charged on consumer loans including personal loans, auto credit, home improvement loans, and revolving credit. Interest rates are fixed TAEG starting from 4.50%.
2. Revolving Credit: Revolving credit facility where customers pay interest only on the portion of credit used, with the available balance reconstituting as repayments are made.
3. Insurance Products: Associated insurance products including borrower insurance, home insurance, and budget protection insurance linked to credit products.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels4 records

Core offering

Cetelem offers consumer credit products to individual customers in France, including personal loans (Prêt Personnel), revolving credit (Crédit Renouvelable), vehicle financing (auto, motorcycle, EV), home improvement loans, and debt consolidation. Credit amounts range from €500 to €75,000 with fixed TAEG rates starting at 4.50%. The offering is complemented by the Cpay Mastercard with Apple Pay, co-branded partner retailer cards, associated insurance products (borrower, home, budget protection), and a mobile application for account management.

Product overview

Cetelem, a brand of BNP Paribas Personal Finance, operates as a comprehensive consumer finance platform offering credit products, insurance, and digital banking tools primarily for French consumers. The core product portfolio consists of three main credit categories: (1) Crédit Consommation — a broad consumer credit up to 75,000 euros for vehicles, home improvements, and personal projects; (2) Prêt Personnel — an unsecured fixed-rate personal loan with defined monthly payments for unrestricted use; and (3) Crédit Renouvelable — a flexible revolving credit line that reconstitutes as the borrower repays. These are complemented by specialized variants such as Crédit Auto (new/used vehicle financing), Crédit Travaux (home renovation loans), Prêt à Paliers (stepped payment option), Prêt Réservé (rate-locked pre-approved loan), and Rachat de Crédits (debt consolidation). The Cpay Mastercard (with Apple Pay integration) serves as the primary card product, supplemented by 10 co-branded partner cards (But, Conforama, Leclerc, Ford, Midas, Opel, Autobacs, Trigano, Exclusiv' Motor, Galeries Lafayette). Insurance offerings include Assurance Emprunteur, Assurance Habitation, Assurance des Dépenses Courantes (Protexxio Budget), and Assistance Juridique. A mobile application provides account management, payment adjustments, and fund transfers. Additional services include Crédit Immobilier, savings accounts, and vehicle leasing (LOA/LLD). The company serves over 5 million customers across France.

Differentiator

Problem solved

Functional benefit

Brands

• Cpay: Credit card brand offering Mastercard credit cards with cashback and discount benefits at partner retailers
• Cetelem +
• Protexxio Budget

Products and services

• Crédit Consommation (Consumer Credit) Cetelem's primary consumer credit product enabling financing for projects up to €75,000 with fixed or variable rates, available for vehicles, home improvements, travel, and other personal needs.
• Prêt Personnel (Personal Loan) An unsecured personal loan with fixed monthly payments and a fixed rate, allowing borrowers to finance projects freely without needing to justify the use of funds.
• Crédit Renouvelable (Revolving Credit) A revolving credit line that provides a reusable reserve of funds; the available amount reconstitutes automatically as the borrower repays, offering flexible access for recurring or unexpected needs.
• Crédit Auto (Vehicle Loan) Specialized personal loan for financing new or used vehicles including cars, motorcycles, scooters, recreational vehicles, electric vehicles, and hybrid rechargeable vehicles.
• Crédit Travaux (Home Improvement Loan) Personal loan for financing home renovation, improvement, and decoration projects including eco-responsible renovations, with amounts from €500 to €75,000.
• Prêt à Paliers (Stepped Payment Loan) A personal loan option that allows borrowers to start with reduced monthly payments for the first 6 installments (up to half the standard amount), with payments increasing in subsequent phases.
• Prêt Réservé (Pre-Reserved Loan) A pre-reserved personal loan that locks the interest rate for 3 months, allowing borrowers to prepare their project without pressure and cancel without penalty if they change their mind.
• Rachat de Crédits (Debt Consolidation) Debt consolidation service that groups multiple existing credits — including those from other lenders — into a single loan with a fixed rate and one simplified monthly payment.
• Cpay Mastercard (Carte Cpay) A free credit card associated with the revolving credit line, enabling cash or credit payments with Apple Pay integration, cashback, and discounts at partner retailers. Supports biometric authentication and strong customer authentication.
• Cartes Partenaires (Co-branded Partner Cards) Partner credit cards issued in collaboration with major retailers and brands including But, Conforama, Leclerc, Ford, Midas, Opel, Autobacs, Trigano, Exclusiv' Motor, and Galeries Lafayette, offering co-branded benefits and cashback.
• Application Cetelem Mobile Mobile application enabling clients to manage their credit accounts, modify monthly payments, request fund transfers, track credit applications, change personal information, and access biometric authentication for secure login.
• Assurance Emprunteur (Borrower Insurance) Borrower insurance covering death, total and irreversible loss of autonomy, temporary total disability after 90 days, and job loss after 90 days of indemnity period. Offered for personal loans, revolving credit, and mortgages.
• Assurance Habitation (Home Insurance) Home insurance product covering housing and material assets, providing protection against risks such as damage, theft, and natural disasters.
• Protexxio Budget (Budget Protection Insurance) Budget protection insurance that provides a monthly allowance to cover everyday expenses in case of job loss or work stoppage, without requiring supporting documentation.
• Crédit Immobilier (Mortgage) Mortgage and real estate credit product for financing residential property purchases or renovations, offered by BNP Paribas Personal Finance.
• Compte Épargne (Savings Account) Savings account product allowing clients to deposit and grow funds with interest-earning capabilities.
• Location avec Option d'Achat (LOA) / Location Longue Durée (LLD) Vehicle leasing options including lease-to-own (LOA) and long-term lease (LLD) arrangements, available through Arval Service Lease partnership.
• Virement Express (Express Transfer) Express transfer service allowing revolving credit holders to request and receive fund transfers to their bank account within 2 business days via the mobile application.
• Simulateur de Crédit en Ligne (Online Credit Simulator) Online credit simulator enabling prospective borrowers to calculate monthly payments, explore different loan amounts and durations, and receive financing offers without commitment.

Quantifiable outcome

• Customer rating of 4.8/5 based on verified reviews

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Eight partnerships are on record, tiered core and minor.

• BNP Paribas Personal FinancecoreStrategic or Co-development PartnerCetelem is a brand of BNP Paribas Personal Finance, a credit institution licensed by ACPR. BNP Paribas Personal Finance is the parent company providing regulatory backing, capital (634,574,115€), and operational infrastructure for the Cetelem brand.
• Cofica BailminorStrategic or Co-development PartnerInsurance brokerage subsidiary of BNP Paribas Personal Finance offering non-exclusive insurance products. Part of the Cetelem ecosystem for insurance offerings.
• ConforamacoreChannel Partner/ Reseller/ DistributorMajor French furniture and home appliances retailer offering co-branded Cpay Mastercard credit card for financing purchases at Conforama stores.
• Carrefour (But)coreChannel Partner/ Reseller/ DistributorFrench hypermarket and retail chain offering co-branded Cpay Mastercard credit card for in-store financing.
• E.LeclerccoreChannel Partner/ Reseller/ DistributorMajor French retailer offering co-branded Cpay Mastercard credit card for member financing options.
• Ford FranceminorChannel Partner/ Reseller/ DistributorAutomobile manufacturer offering co-branded Exclusiv Ford Cpay credit card for vehicle financing at Ford dealerships.
• Galeries LafayetteminorChannel Partner/ Reseller/ DistributorFrench department store chain offering co-branded Cpay Mastercard credit card for in-store credit purchases.
• MastercardcoreTechnology or IntegrationTechnology partner providing the Cpay card infrastructure as a Mastercard-branded product enabling worldwide acceptance and Apple Pay integration.

Scale indicators2 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• Société Générale: Société Générale is a major French universal bank with a sizable consumer finance division offering personal loans, mortgages, and revolving credit in France, competing with Cetelem within a broader banking portfolio.
• LendingClub: LendingClub is a US-based online lending marketplace offering personal loans and consumer credit products, comparable to Cetelem in providing unsecured personal credit to consumers through a digital-first platform.
• Crédit Agricole Consumer Finance: Crédit Agricole Consumer Finance is the consumer credit arm of Crédit Agricole Group, offering a broad portfolio including personal loans, auto financing, and revolving credit across multiple European markets, overlapping significantly with Cetelem's product set at greater scale.
• SoFi: SoFi is a US-based digital personal finance platform offering personal loans, credit cards, and consumer credit products, serving as a comparable large-scale digitally-distributed consumer credit business model.

Direct peers

• Cofidis: Cofidis is a major French consumer credit provider (subsidiary of Crédit Mutuel Alliance Fédérale) offering personal loans, revolving credit, and partner financing in France, directly competing with Cetelem across the same product categories and customer segments.
• FLOA Bank: FLOA Bank (part of Crédit Agricole group via LCL) is a French consumer credit and payments specialist offering installment credit, revolving credit, and BNPL, competing with Cetelem on similar consumer credit products in France.
• Younited Credit: Younited Credit is a French digital-native consumer lending platform offering personal loans and credit scoring technology, directly competing with Cetelem for French consumer credit demand while bringing a fintech operating model.

Emerging players

• Affirm: Affirm is a US-listed point-of-sale installment lender expanding internationally with pay-later and longer-term installment credit products, comparable in product category to Cetelem's installment and personal loan offerings.
• Alma: Alma is a French BNPL fintech offering installment payments to merchants and consumers, competing with Cetelem's installment and point-of-sale consumer credit offerings through a digital-native model.
• Klarna: Klarna is a leading global BNPL provider now expanding into longer-term consumer credit, competing with Cetelem for French consumer financing demand at checkout and through digital channels.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/user/CETELEM
• Facebookfacebook.com/cetelem?fref=ts
• Xx.com/cetelemfrance
• LinkedInlinkedin.com/company/cetelem

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Subsidiaries2 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 Cetelem