Cash-U-Up Co.

What Cash-U-Up Co. does

Cash-U-Up Co., Ltd. is a Cambodia-regulated pawnshop operator headquartered in Phnom Penh that provides secured short-term loans to individuals and small businesses against pledged collateral. Founded in 2010 through a joint venture of Cambodian and Singaporean investors (and operating as a subsidiary of Cambodian conglomerate WorldBridge Group), the company accepts jewelry, vehicles, motorcycles, electronics, and real-estate titles (including land-plot maps), and disburses cash within minutes under regulated interest rates — 2-3% on standard loans, 1.25% per week on the Romlours SAPDA weekly product, and 1.75% per half-month on the Romlours Beavorts monthly product. It holds Pawning License No. 010 with a Class A rating from the Ministry of Economy and Finance, making it one of only a handful of large-scale licensed pawn operators in the country and well below the typical 4%+ rates charged by unlicensed competitors.

Cash-U-Up monetizes the business through two principal streams. First, transaction-fee revenue from interest on pawn loans, plus gains from the sale of unredeemed collateral. Second, licensing/royalty revenue from its franchise channel, launched in 2019, under which entrepreneurs operate branches using Cash-U-Up branding, systems, and procedures; nine franchise locations had been signed by August 2023. The network spans 18+ branches across Cambodia (10+ in Phnom Penh and 8+ in provinces including Siem Reap, Sihanoukville, Battambang, Poipet, Kampong Cham, Kampot, and Kampong Thom), with cumulative investment of approximately $10 million including franchise capital.

The underlying technology is intentionally low-tech at the customer-facing layer — physical branch-based intake, expert appraisal, and secure storage (strong rooms) — supported by an in-house mobile application used internally for transaction data, financial movements, and contract-status management across branches. There is no public API, no AI/ML capability, and no SDK offering. Distribution leans on physical presence, franchisees, and organic social channels (Facebook, TikTok, Telegram), with CSR activity (road safety, Water Festival donations) reinforcing trust among the ~5,000 nationwide borrowers Cash-U-Up serves. The company has reported 15-20% annual profit growth since inception.

Name

Cash-U-Up Co.

Legal name

Cash-U-Up Co., Ltd.

Website

https://cashuup.com.kh

Company type

Private

Founded year

2010

Operating status

Operating

Headcount range

51–100 employees

Short description

Cash-U-Up Co., Ltd. is a Cambodia-licensed pawnshop operator (Class A, License No. 010) that lends against jewelry, vehicles, electronics, and property titles through 18+ branches and a franchise network, serving about 5,000 individual and small-business borrowers nationwide.

Ownership category

akta.pro rank

Product category

Pawn Shop Services

SIC

Retail-Jewelry Stores (5944)

akta.pro primary industry

Traditional Pawn Loans (Pawnbrokers) (FSAKALAA)

akta.pro secondary industry

Pawn & Collateral-based Jewelry Retail (CRAKAGAL)

Keywords

• Pawn shop services
• Secured lending
• Collateral loans
• Asset-based lending
• Jewelry pawning

Headquarters

HQ city

Phnom Penh

HQ country

Cambodia

HQ region

Asia

Offices23 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Pawn Loan Interest: Cash-U-Up earns revenue through interest charges on pawn loans. Customers pawn valuable assets (jewelry, vehicles, electronics, property titles) and pay interest on the borrowed amount. Interest rates are regulated by law and competitive compared to unlicensed operators. The company also earns from the sale of unclaimed collateral items.
2. Franchise Fees: Cash-U-Up generates revenue by selling franchises to entrepreneurs who want to operate pawn shops under the Cash-U-Up brand. Franchisees pay for the right to use the brand, receive operational support, and access to company systems and procedures.

Pricing tiers

Go-to-market motion2 records

Distribution channels2 records

Marketing channels5 records

Core offering

Cash-U-Up Co. operates licensed pawn shop branches across Cambodia, providing immediate cash loans secured against customer collateral such as jewelry, vehicles, motorcycles, electronics, and property titles. The company offers specialized weekly and monthly pawn products (Romlours SAPDA and Romlours Beavorts) with different interest structures, plus a franchise program that licenses operators to run Cash-U-Up branded branches.

Product overview

Cash-U-Up Co. operates a unified pawnshop business offering secured lending services where customers deposit valuable items as collateral in exchange for immediate cash loans. The core product is the Cash-U-Up Pawn Services, supported by specialized pawn modules for different collateral types: Jewelry Pawn (gold/diamonds), Electronics Pawn (phones/laptops/cameras), Automotive Pawn (cars/motorcycles), and Real Estate Pawn (land titles). Two specialized sub-products, Romlours SAPDA (weekly pawn at 1.25% per week) and Romlours Beavorts (monthly pawn at 1.75% per half-month), offer flexible redemption periods. The company also offers a Franchise Program for investors seeking to operate branches under the Cash-U-Up brand. All services share a common operational infrastructure of 27+ branch locations across Cambodia, unified branding, and shared security standards.

Differentiator

Problem solved

Functional benefit

Brands

• Romlours SAPDA: Pawn product with weekly installment payment option at 1.25% interest rate per week.
• Romlours Beavorts

Quantifiable outcome

• Loan portfolio grew to $1 million within first year of operation
• +3 more outcomes

Segments1 record

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Partnerships

One partnership is on record.

• Ministry of Economy and Finance (Cambodia)coreOthers · 31 March 2010Cash-U-Up received its official pawn shop license (License No. 010) from the Ministry of Economy and Finance on March 31, 2010, making it one of the first large-scale licensed pawn operators in Cambodia. The company also holds Class A rating from the ministry.

Scale indicators8 records

Recent moves9 records

Expansion highlights5 records

Broad incumbents

• EZCORP: US-listed global pawn operator with pawn lending and retail jewelry stores across the Americas. Larger and geographically broader, but executes the same collateral-based lending model at scale.
• FirstCash Holdings: US-listed pawn and consumer finance operator with deep Latin America footprint. Runs an identical pawn-plus-retail model and serves similar underbanked segments, giving a relevant margin and unit-economics benchmark.
• Value Pawn & Jewelry: US-based pawn and jewelry retail chain (operated within EZCORP). Comparable collateral acceptance list, physical retail footprint, and reliance on unclaimed-goods retail.
• H&T Pawnbrokers: UK-listed high street pawnbroker with multi-decade history and broad collateral coverage (jewelry, watches, gold, electronics). Comparable regulated pawn retail model in a developed market.

Emerging players

• Borro Private Finance: Online pawn and asset-backed lending platform that pioneered digital pawn in the UK and US. Comparable lending products (lending against luxury and specialty assets) but through a digital-first channel rather than branches.

Regional players

• MoneyMax Financial Services: Singapore-listed pawn and consumer finance chain with regional operations. Directly comparable business model (pawn interest plus retail of unclaimed items) and historically linked to Cash-U-Up's Singapore lineage.
• Maxi-Cash Financial Services: Singapore-based pawn and luxury resale operator. Operates the same collateral-lending-plus-retail model in Asia and exemplifies the regional pawn chain benchmark.

Direct peers

• Cash Converters: UK-founded international pawn and second-hand retail chain operating physical stores worldwide. Directly comparable business model (instant cash against collateral, retail of unclaimed items) adapted across diverse markets.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks5 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/CashUUpKH
• TikToktiktok.com/@cash.u.up

Compliance4 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 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 Cash-U-Up Co.