What SMBC Consumer Finance Co. does

SMBC Consumer Finance Co., Ltd. is a Japanese consumer finance company operating primarily under the Promise brand. Founded in 1962 and headquartered in the SMBC Toyosu Building in Koto Ward, Tokyo, the company has accumulated more than six decades of consumer lending experience in Japan. It is a wholly-owned subsidiary of Sumitomo Mitsui Financial Group (SMBC Group), one of Japan's largest banking conglomerates, and also holds a 49% stake in VPBank SMBC Finance (formerly FE Credit), Vietnam's largest consumer finance firm.

The company's core offerings include unsecured personal loans under the Promise brand, credit cards (including the Promise Visa Card launched in March 2023), and loan guarantee services for partner financial institutions. Its technology stack includes the Loan Digital Platform (LDPf), an internally developed digital loan processing system that has been licensed to multiple regional Japanese banks beginning in 2024, plus digital identity verification using Japan's My Number Card, 3D avatar online consultation, and SAS-based customer experience analytics. Distribution is delivered through 11 customer service plazas nationwide, over 37,000 cardless ATMs via partnerships with Lawson and Seven Bank, and a network of 185+ guarantee partner financial institutions. The company has held COPC (Customer Operations Performance Center) certification for 12 consecutive years.

SMBC Consumer Finance generates revenue primarily through interest income on personal loans, credit card fees and interchange, and guarantee fees on loan books originated by partner financial institutions. Its guarantee business provides a B2B revenue stream with high incremental margins, while direct consumer lending targets the retail mass-market segment. Additional revenue lines include financial education services (with 2 million+ cumulative participants), fees from LDPf platform licensing to regional banks, and proportional earnings from the Vietnam consumer finance joint venture. Strategic priorities visible in 2022-2025 include integration with the SMBC Group V Points loyalty program, partnership with PayPay Bank, and expansion of the LDPf platform as a licensable B2B product.

Name

SMBC Consumer Finance Co.

Legal name

SMBCコンシューマーファイナンス株式会社

Website

https://smbc-cf.com

Company type

Private

Founded year

1962

Operating status

Operating

Short description

SMBC Consumer Finance is a Japanese consumer finance company operating the Promise brand for personal loans, credit cards, and loan guarantees. A wholly-owned subsidiary of SMBC Group, it also holds 49% of VPBank SMBC Finance (FE Credit) in Vietnam.

Ownership category

akta.pro rank

Product category

Consumer Finance

NAICS

Consumer Lending (522291), Credit Card Issuing (52221)

SIC

Personal Credit Institutions (6141)

akta.pro primary industry

Direct Lending — Specialty Finance (Consumer/SME Lending Platforms) (FSAHAJAF)

akta.pro secondary industries

SME Lending Platforms & Embedded SME Credit (FSAKAGAJ), Private Label / Store Credit Cards (FSAKABAC)

Keywords

• Consumer lending
• Loan guarantee services
• Consumer finance
• Digital lending platform
• Financial education

Headquarters

HQ city

Koto

HQ country

Japan

HQ region

Asia

Offices2 records

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. Consumer Lending (prost): Core consumer lending business under the Promise brand, providing unsecured personal loans to individual consumers. Revenue generated from interest on loans. Also offers special support loans at reduced rates during disasters or economic crises.
2. Guarantee Business (保証事業): Loan guarantee services provided to regional financial institutions including Kyoto Bank, Hokkaido Bank, and others. SMBC Consumer Finance acts as guarantor for regional banks' card loans and other credit products, earning guarantee fees.
3. Loan Digital Platform Services: Providing the ローンデジタルプラットフォーム® platform to regional financial institutions for digitizing their loan processes. Platform licensing and service fees from banks including Hokkaido Bank, Kyoto Bank, 33 Bank, and North Pacific Bank.
4. Credit Card (プロミスVisaカード): Issuance of Promise Visa card combining credit card and card loan functionality in a single card, generating interchange fees and interest income.
5. Overseas Consumer Finance: International operations including FE Credit (Vietnam), contributing through consumer lending interest and fee income. SMBC CF holds 49% stake in VPBank SMBC Finance Company Limited (formerly FE Credit).

Pricing tiers

Go-to-market motion2 records

Distribution channels8 records

Marketing channels8 records

Core offering

SMBC Consumer Finance provides unsecured personal loans, card loans, and credit cards to individual consumers in Japan under the Promise brand, supported by 11 nationwide customer service plazas and digital channels. The company also acts as a guarantor for regional banks' card loan products and provides the Loan Digital Platform (LDPf), a B2B infrastructure for digitizing loan operations at financial institutions across Japan.

Product overview

SMBC Consumer Finance Co. operates a diversified consumer finance business under the Promise (プロミス) brand, offering consumer lending products, guarantee services for regional financial institutions, and financial education programs. The core product is the Promise card loan service, complemented by the Loan Digital Platform (ローンデジタルプラットフォーム®) B2B offering for regional banks, the Promise Visa Card combining card loans with credit card functionality, and the PROMISE Financial Education Seminar program. The company also provides B2B guarantee services and operates B2C lending through its nationwide branch network and digital channels.

Differentiator

Problem solved

Functional benefit

Brands

• Promise (プロミス): Consumer finance service brand offering unsecured personal loans, credit cards, and related financial services
• PROMISE Essay Award (約束(プロミス)エッセー大賞)
• PROMISE Financial Literacy Education Seminar (PROMISE 金融経済教育セミナー)
• Promise Yell Project (プロミスエール！プロジェクト)

Products and services

• Promise (Card Loan) Unsecured personal loan product for individual Japanese consumers, accessible through customer service plazas, the Promise app, website, telephone call center, and over 37,000 cardless ATMs nationwide.
• Promise Visa Card Combined card loan and credit card offering convenience and savings in a single Visa-branded card for Promise customers.
• Self-Employed Loan (自営業者ローン) Specialty loan product for self-employed individuals requiring business planning and cash flow analysis for credit evaluation.
• Loan Digital Platform (LDPf) B2B platform enabling regional financial institutions to digitize loan application, screening, and contracting processes through standardized infrastructure provided to partner banks.
• Kokoro no Hanataba (こころの花束) Insurance Insurance product that converts customer celebration well-wishes into social value creation through associated donations.

Quantifiable outcome

• PROMISE 金融経済教育 семінар reached over 2 million cumulative participants by November 2024
• +5 more outcomes

Named customers18 records

Segments5 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration11 records

AI capability5 records

Feature5 records

Partnerships

51 partnerships are on record, tiered core and minor.

• 株式会社北洋銀行 (Hokkaido Bank)coreChannel Partner/ Reseller/ Distributor · 18 December 2025Hokkaido Bank became a partner in December 2025 for the ローンデジタルプラットフォーム® loan digitalization platform. SMBCCF provides digital loan processing infrastructure to Hokkaido Bank for its consumer lending business.
• 株式会社北洋銀行 (North Pacific Bank)coreChannel Partner/ Reseller/ Distributor · 18 December 2025North Pacific Bank receives SMBCCF's ローンデジタルプラットフォーム® services for loan business digitalization. Partnership announced December 2025.
• 大阪・関西万博 2025 (Expo 2025 Osaka Kansai)coreStrategic or Co-development Partner · 12 September 2025SMBCCF participates in Expo 2025 Osaka Kansai (TEAM EXPO 2025 / Co-Creation Challenge) through its PROMISE financial education program. The program is registered as a Co-Creation Challenge, positioning SMBCCF's financial education as contributing to the Expo's theme of 'Designing Future Society Where Lives Shine' (いのち輝く未来社会のデザイン).
• 日本卓球協会 / T.League (卓球代表チーム)minorGTM or Marketing Partner · 1 April 20252025 fiscal year sponsorship of Japanese table tennis national team and T.League. Continuing sports sponsorship to support young athletes and promote the Promise brand.
• 大阪府・大阪市 (Osaka City Government)minorStrategic or Co-development Partner · 24 March 2025Partnership agreement with Osaka prefecture and city for the 'International Financial City OSAKA' initiative, promoting financial industry development and financial literacy.
• 七十七銀行 (77 Bank)minorChannel Partner/ Reseller/ Distributor · 20 January 202577 Bank uses SMBCCF's financial education seminar content under a content usage agreement for regional financial education.
• 千葉銀行 (Chiba Bank)minorChannel Partner/ Reseller/ Distributor · 27 December 2024Chiba Bank utilizes SMBCCF's financial education seminar content under a content usage agreement.
• 京都銀行 (Kyoto Bank)coreChannel Partner/ Reseller/ Distributor · 30 September 2024Kyoto Bank distributes card loan products (カードローンディレクト) with SMBCCF as the guarantor. The guarantee partnership began October 2020 with loan amounts from 10万円 to 1,000万円 at rates of 1.9%~14.5%. Also received ローンデジタルプラットフォーム® services.
• NTT DATA (日本総合情報システム企業)coreTechnology or Integration · 26 September 2024NTT DATA provides the infrastructure for the ローンデジタルプラットフォーム® (Loan Digital Platform), a shared platform enabling regional financial institutions to digitize their loan application-to-contract processes. SMBCCF is the primary provider of this platform.
• トライ式高等学院 (Try Group)coreStrategic or Co-development Partner · 19 September 2024Ongoing comprehensive financial education partnership with Try Group's communication high schools (通信制高校サポート校) across 100 campuses nationwide. SMBCCF provides multiple financial education programs including basic seminars, asset formation courses, active learning workshops, and financial literacy certification. Partnership active since 2021 with monthly sessions through 2024.
• 公益社団法人 日本卓球協会 (Japan Table Tennis Association)minorGTM or Marketing Partner · 19 September 2024Sponsorship of Japanese table tennis including All-Japan Table Tennis Championships, T-League events, and youth championships. Sponsoring since 2015. Supports young athletes and builds brand association.
• 三十三銀行 (33 Bank)minorChannel Partner/ Reseller/ Distributor · 5 September 202433 Bank receives ローンデジタルプラットフォーム® loan digitalization platform services from SMBCCF.
• SMBC信用保証株式会社 (SMBC Credit Guarantee)coreStrategic or Co-development Partner · 1 September 2024SMBC Credit Guarantee, a group subsidiary, provides mortgage guarantee services. SMBCCF supports Fourth North Star Bank's (第四北越銀行) housing loan guarantee operations through SMBC Credit Guarantee.
• Student Sustainability Adviser (学生可持续発展アドバイザー)minorStrategic or Co-development Partner · 27 August 2024Student advisory program where university students contribute ideas for sustainability activities. First term (2023) and second term (2024) advisors appointed. Students provide feedback on financial education programs and sustainability initiatives.
• 大学都市神戸産官学プラットフォーム (Kobe University-Industry-Government Platform)minorStrategic or Co-development Partner · 7 August 2024Partnership with Kobe's university-industry-government collaboration platform for financial education and talent development initiatives.
• 佐賀銀行 (Saga Bank)minorChannel Partner/ Reseller/ Distributor · 29 July 2024Saga Bank uses SMBCCF's financial education seminar content under a content usage agreement.
• 株式会社リンクバル (Linkbal)minorGTM or Marketing Partner · 20 June 2024Business partnership targeting lifestyle and activity-based consumer engagement. Linkbal operates platform services that complement SMBCCF's consumer targeting.
• ベネフィット・ステーション (Benefit Station)minorChannel Partner/ Reseller/ Distributor · 10 June 2024Employee benefit service partnership. Benefit Station's corporate members receive access to SMBCCF's 金融リテラシー検定 (Financial Literacy Test) as a workplace benefit.
• 株式会社カインズ (Kainz)minorGTM or Marketing Partner · 4 June 2024Business partnership with home improvement retail chain. Kainz's customer base represents a potential channel for consumer finance products and financial education.
• 北陸銀行 (Hokuriku Bank)minorChannel Partner/ Reseller/ Distributor · 18 March 2024Hokuriku Bank uses SMBCCF's financial education seminar content under a content usage agreement.
• 大阪教育大学 (Osaka University of Education)minorStrategic or Co-development Partner · 5 December 2023Osaka University of Education receives systematic financial education lectures from SMBCCF.
• メディケア 생명보험 (MediCare Life Insurance)minorGTM or Marketing Partner · 5 December 2023Business partnership with MediCare Life Insurance for cross-selling or co-marketing of financial products to consumer segments.
• 東北銀行 (Tohoku Bank)minorChannel Partner/ Reseller/ Distributor · 27 November 2023Tohoku Bank uses SMBCCF's financial education seminar content under a content usage agreement.
• ES CON FIELD HOKKAIDOminorGTM or Marketing Partner · 20 November 2023Financial education event hosted at ES CON FIELD HOKKAIDO, the Hokkaido Nippon-Ham Fighters baseball stadium. Event targeting local community engagement and financial literacy.
• 株式会社エニグモ (Eveny)minorGTM or Marketing Partner · 17 November 2023Business partnership targeting e-commerce consumers. Eveny operates social commerce platforms.
• 株式会社インソース (Insource)minorGTM or Marketing Partner · 12 November 2023SMBCCF provides financial education seminar content to Insource, which distributes it to corporate clients as part of employee training programs. November 2025.
• 株式会社ZOA (ZOA)minorGTM or Marketing Partner · 31 October 2023Business partnership with consumer electronics retailer. ZOA operates electronics retail stores potentially serving as a consumer finance customer acquisition channel.
• 静岡銀行 (Shizuoka Bank)minorChannel Partner/ Reseller/ Distributor · 24 October 2023Shizuoka Bank utilizes SMBCCF's financial education seminar content under a content usage agreement.
• 札幌大学 (Sapporo University)minorStrategic or Co-development Partner · 20 September 2023Sapporo University receives systematic financial education lectures from SMBCCF targeting local university students.
• 日本貸金業協会 / 貸金業大手4社コンソーシアムcoreStrategic or Co-development Partner · 25 August 2023Japan Financial Services Association and four major consumer finance companies established a consortium for financial literacy promotion and consumer protection against fraud. SMBCCF is one of the four major companies.
• SAS Institute Japan (SAS社)coreTechnology or Integration · 11 July 2023Joint project with SAS to improve customer experience (CX) and operational efficiency. SAS analytics and AI technologies are used in SMBCCF's contact center operations and customer service quality management, contributing to COPC certification achievements.
• きらやか銀行 (Kirayaka Bank)minorChannel Partner/ Reseller/ Distributor · 10 July 2023Kirayaka Bank uses SMBCCF's PROMISE financial education content under a content usage agreement targeting regional customers.
• PHONE APPLI株式会社 (PHONE APPLI)minorGTM or Marketing Partner · 3 July 2023PHONE APPLI received SMBCCF's financial education program for employee well-being improvement. Demonstrates SMBCCF's B2B2C financial wellness services.
• SMBCコンサルティング株式会社 (SMBC Consulting)minorGTM or Marketing Partner · 20 June 2023SMBC Consulting distributes SMBCCF's financial education seminar content to its corporate client base, expanding reach to business customers.
• 株式会社CHINTAIminorGTM or Marketing Partner · 1 May 2023CHINTAI's 'GakuSapo' life support service users receive access to SMBCCF's 金融リテラシー検定 (Financial Literacy Test). Partnership targeting new students and young renters.
• PayPay銀行株式会社 (PayPay Bank)minorGTM or Marketing Partner · 22 March 2023PayPay Bank utilizes SMBCCF's 'PROMISE 金融経済教育 семінар' video content through a content usage agreement. Partnership expands financial education reach through digital banking channels.
• PayPay銀行株式会社 (PayPay Bank)minorStrategic or Co-development Partner · 22 March 2023PayPay Bank partnered with SMBCCF in March 2023 for content distribution of financial education materials.
• 高知銀行 (Kochi Bank)minorChannel Partner/ Reseller/ Distributor · 20 March 2023Kochi Bank uses SMBCCF's PROMISE financial education seminar content under a content usage agreement to deliver financial literacy programs to its regional bank customers.
• 九州大学 (Kyushu University)coreStrategic or Co-development Partner · 20 March 2023Kyushu University receives financial education lectures from SMBCCF and was the recipient of a commemorative donation on SMBCCF's 60th anniversary. First Japanese university to receive systematic financial education lectures (September 2023, Kyushu area first).
• 筑波大学 (Tsukuba University)coreStrategic or Co-development Partner · 20 March 2023Tsukuba University receives comprehensive financial education including sports-based financial seminars for student athletes and credit-bearing courses. SMBCCF co-sponsors 'TSUKUBA LIVE!' events. Tsukuba University also hosts Japan Virtual Campus program with SMBCCF content.
• 东北大学 (Tohoku University of Culture)minorStrategic or Co-development Partner · 20 March 2023Tohoku University of Culture receives systematic financial education lectures from SMBCCF starting April 2025.
• 綿半パートナーズ株式会社 (Watahan Partners)minorGTM or Marketing Partner · 13 March 2023Business partnership with building materials and housing-related services company. Watahan Partners serves construction and home improvement customer segments with diverse funding needs.
• 福島銀行 (Fukushima Bank)minorChannel Partner/ Reseller/ Distributor · 16 January 2023Fukushima Bank utilizes SMBCCF's financial education seminar content under a content usage agreement for regional customer financial literacy programs.
• 阿波銀行 (Awa Bank)minorChannel Partner/ Reseller/ Distributor · 14 November 2022Awa Bank uses SMBCCF's financial education seminar content under a content usage agreement.
• 北海道大学 (Hokkaido University)coreStrategic or Co-development Partner · 26 September 2022Hokkaido University receives systematic financial education lectures from SMBCCF. Second year of the program starting September 2022. Lectures provided by SMBCCF employees and SMBC Group companies.
• 株式会社平成エンタープライズ (Heisei Enterprise)minorGTM or Marketing Partner · 1 July 2022First BtoBtoC model partnership for SMBCCF, targeting consumer markets through平成エンタープライズ's distribution channels.
• 株式会社日本総合研究所 (Nihon Souken / NRI)coreStrategic or Co-development Partner · 1 April 2022NRI and SMBCCF consolidated software development functions under NRI starting April 2024, pooling IT development talent. NRI also participates in Try Group financial education programs.
• TABLE FOR TWO International (TFT)minorStrategic or Co-development Partner · 4 February 2022TFT program at SMBC Toyosu Building cafeteria. Employees opting for healthy meals trigger donations (¥20/meal) to school meal programs in developing countries through NPO TABLE FOR TWO International. SMBC Group-wide initiative including Sumitomo Mitsui Card and SMBC Finance Service.
• VPBank SMBC Finance Company Limited (FE Credit)coreStrategic or Co-development Partner · 28 October 202149%-owned subsidiary in Vietnam, formerly FE Credit under VPBank. Vietnam's leading consumer finance company with approximately 50% market share in unsecured lending. SMBCCF provides consumer finance expertise and shares digital technology. Transaction completed October 2021.
• ソーシャルバリュージャパン (Social Value Japan / SVJ)coreStrategic or Co-development Partner · 19 March 2021SVJ conducts social impact evaluations of SMBCCF's PROMISE financial education program, making SMBCCF the first financial institution in Japan to conduct such evaluations for financial education. Evaluations conducted in 2020, 2021, and 2022.
• 株式会社三井住友フィナンシャルグループ (SMBC Group)coreStrategic or Co-development Partner · 19 March 2021SMBC Group parent company coordinates group-wide financial education initiatives, sustainability strategy (GREEN×GLOBE 2030), and business reorganization including consolidation of Sumitomo Mitsui Card and SMBCCF operations. SMBC Group's nine major companies collaborate on financial education and group-wide initiatives.

Scale indicators9 records

Recent moves8 records

Expansion highlights5 records

Direct peers

• Credit Saison Co., Ltd. Major Japanese consumer credit and credit card company offering revolving credit, installment loans, and card loan products. Comparable as a multi-channel consumer credit operator with bank guarantee partnerships.
• Orient Corporation (オリエントコーポレーション/オリコ): Long-established Japanese consumer finance and credit company offering card loans, credit cards, and shopping credit. Directly comparable as a multi-product consumer credit provider with both direct-to-consumer and partner-bank guarantee businesses.
• JACCS Co., Ltd. (ジャックス): Japanese consumer finance company specializing in credit cards, shopping credit, and guarantee services. Comparable to SMBC CF in offering consumer credit plus B2B guarantee services to regional financial institutions.
• Aiful Corporation (アイフル): One of Japan's largest independent consumer finance companies offering unsecured personal loans and card loans through its own brand and partner banks. Directly comparable as a サラ金 peer serving the same Japanese consumer lending market with similar product mix.
• Lake (レイク): Consumer finance brand operated by Shinsei Financial (now SBI Shinsei Bank subsidiary) offering unsecured personal loans through automated contract machines and digital channels. Direct competitor in the Japanese consumer finance space.
• Acom Co., Ltd. (アコム): Major Japanese consumer finance company and wholly-owned subsidiary of Mitsubishi UFJ Financial Group. Provides unsecured personal loans and card loans with ATM networks nationwide, directly competing with Promise brand.

Broad incumbents

• Sumitomo Mitsui Card Co., Ltd. Sister company within SMBC Group and Japan's second-largest credit card issuer. Overlapping customer base and product capabilities (credit cards, installment loans, card loans) but operating as part of the broader SMBC Group payment franchise rather than as a consumer finance specialist.

Emerging players

• SBI Sumishin Net Bank, Ltd. Digital-first Japanese bank offering consumer loans, mortgages, and card loans through online channels. Emerging competitor in the digital consumer lending space where SMBC CF is investing via smartphone ATM and My Number Card initiatives.

Regional players

• HD Saison Finance Co., Ltd. (Vietnam): Major Vietnamese consumer finance company and direct competitor to FE Credit (VPBank SMBC Finance) in Vietnam's unsecured consumer lending market. Highly comparable as a regional consumer finance peer in the same Southeast Asian geography.
• Home Credit Vietnam Finance Company Limited: Vietnamese subsidiary of Home Credit Group (PPF Group), one of the largest consumer finance operators in Vietnam focused on POS lending and cash loans. Comparable as a regional player competing with FE Credit in the Vietnamese consumer finance market.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat6 records

Key risks7 records

Key highlights7 records

Customer concentration

• Xx.com/liteko_smbccf
• Instagraminstagram.com/smbccf_recruit

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 SMBC Consumer Finance Co.