Honorary Awards: Best Personal Loan Bank of the Year 2569 and Best Auto Loan and Vehicle Title Loan Bank of the Year 2569 - Krungsri Bank Public Company Limited.

Krungsri Bank has won two prestigious awards: Best Personal Loan Bank of the Year 2026 and Best Auto Loan and Vehicle Title Loan Bank of the Year 2026. These awards reflect the bank's success in transforming its retail business into a data-driven and AI-powered organization, delivering personalized financial solutions to each customer under a customer-centric approach.

“I am proud of these two awards, which reflect Krungsri Group’s commitment to elevating its business to meet the needs of retail customers. These awards will motivate us to maintain this success in the years to come, thanks to our customers who appreciate Krungsri Group’s services and to all Krungsri Group employees for their hard work.”

Siam Prasittisirikul, Head of Retail and Personal Banking Group, Krungsri Bank Public Company Limited. Regarding the award and the source of its success, Krungsri's personal loan business has transcended traditional limitations by leveraging data and AI as key mechanisms for understanding customers, managing risk, and offering products tailored to each individual's needs.

Data and AI are transforming the personal loan business.

Currently, banks use data in two main dimensions: quality screening of their loan portfolio and understanding customer needs, in order to offer products and services that are appropriate for each customer group at the right time. Traditional data such as income documents, occupation, and credit bureau reports may no longer be sufficient due to significant changes in the labor market, making assessments based solely on traditional information inadequate.

Krungsri has therefore expanded to include alternative data, as well as information from strategic partners such as the retail sector, to aid in credit analysis and provide greater access to loans for high-potential individuals. However, Krungsri remains committed to the principle of "Responsible Lending," stating, "We are not reducing lending, but lending appropriately to the customer's capabilities for sustainable finance."

From a leading automotive loan provider. 
Towards creating an Auto Ecosystem.

Siam stated that the automotive loan business, although secured by vehicles, is more complex than personal loans such as used car loans or title loan. Thorough verification is required to prevent fraud before loan approval.

By 2569, the automotive industry will be undergoing a transition, particularly with the growth of electric vehicles (EVs). Meanwhile, the used car market, encompassing both internal combustion engine vehicles and EVs, will continue to play a significant role in making car ownership more accessible to consumers.

The used electric vehicle (EV) market is now entering its fifth year since major EV brands began entering the Thai market. Continuous monitoring of data shows that used EV prices have not fallen as sharply as many initially feared, despite challenges from price competition in new cars and a lingering adjustment in consumer confidence.

“To alleviate the pain points associated with EVs and build consumer confidence regarding resale value and repair delays, Krungsri proactively created opportunities by developing an EV ecosystem on the GO by Krungsri Auto application. This connects relevant services and partners throughout the EV customer journey, from pre-purchase and during use to maintenance and future vehicle transfers. As a result, Krungsri currently holds approximately 30% market share in the EV segment.”

Siam concluded that the success of its personal loan and auto loan businesses stemmed from a customer-centric business approach and using an understanding of customer needs as the starting point for designing products and services.

"In an increasingly saturated market, the competition isn't about who has more products, but about who understands their customers better."

One of Krungsri's target groups in 2569 is "Families with Kids," who face significant expenses related to children's education and family care, requiring financial support. Therefore, Krungsri has designed solutions under the concept of "Krungsri Happy Family," which integrates products, services, and benefits to meet family needs in every aspect. These include services such as 0% installment payments for tuition fees via Krungsri credit cards for 4 months, a convenient service for transferring reward points between family members for reward redemption, and insurance products suitable for families.

"Krungsri's goal is not to compete on price, but to create differentiated value through advisory services and delivering financial solutions tailored to each customer segment."

Driving business forward with the "ONE Krungsri" model. 
Create a unified and seamless experience.

Siam stated that, in the past, each business within the Krungsri Group has grown and strengthened its own operations. However, from the customer's perspective, they perceive themselves as using only one brand under "Krungsri." Therefore, the customer experience should be interconnected. Based on this concept, the business direction under the theme "ONE Krungsri for a Sustainable Future" aims to integrate the strengths, expertise, and customer base of all businesses within the group. Under this direction, Krungsri is accelerating several key projects, the most obvious examples of which include:

• ONE App develops a digital platform that serves as a central hub for accessing services across the entire network, allowing customers to manage their financial relationships in one place.
• ONE Branch enhances collaboration between branch channels and sales teams to provide financial advice and solutions.
  It comprehensively meets the needs of customers.
• ONE Contact Center centralizes customer service (Contact Center) including contact numbers to provide customers with convenient and fast service.
• Ultimately, ONE Krungsri is not just a technology or system integration project, but a transformation of the entire organization's mindset, from siloed business management to a customer-centric approach, with the goal and direction for the future (Going Forward).

Siam further stated that 2569 will be a challenging year, not only due to economic volatility but also because of high levels of household debt, while the income of many consumers has not grown as quickly as expected. Therefore, Krungsri will focus on creating quality growth, while maintaining risk discipline and building long-term value for its customers.

“We are not focused solely on growth in the high-end customer segment, but on using data and AI technology to understand the potential and needs of each individual customer. This leads to the design of appropriate financial solutions and expands opportunities for responsible credit access, promoting long-term financial security for our customers.”

Siam stated that in the next phase, Krungsri will continue to invest in data, AI technology, and digital platform development, coupled with enhancing the capabilities of its personnel. This will allow for the integration of technological strengths and expert advice (Human-AI Collaboration) to deliver even better customer experiences.

“Our goal is not just to be a leader in personal loans or auto loans, but to be a financial institution that understands customers at every stage of life, delivers the right financial solutions at the right time, and grows sustainably with our customers. That is the future direction of Krungsri's retail banking business.”

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At the MONEY & BANKING AWARDS 2026 ceremony.