FINA is a fintech platform established with the mission of solving the complex challenge of accessing personal financial products, especially home loan packages, in the Vietnamese market. Before FINA, users often had to search for information across multiple channels, faced difficulties comparing products from various banks, and were easily misled by unreliable brokers. FINA leverages technology to create a transparent platform where users can easily search for, compare, and select suitable financial solutions such as home loans, insurance, or investment products, while also connecting directly with a team of professional financial advisors.
Unlike traditional information portals that merely list products, FINA operates as an ecosystem connecting three key parties: consumers with financial needs, financial institutions providing products, and advisors who serve as intermediaries. The platform’s core technology processes hundreds of variables to offer optimized recommendations for each user — from loan limits, interest rates, and terms to documentation requirements. According to the development team, the platform utilizes a customer relationship management (CRM) system, an integrated credit scoring tool, and flexible comparison algorithms that personalize every recommendation. These innovations play a crucial role in transforming the traditionally manual and opaque financial consulting process into a scalable, data-driven model.
After just one year of operation in Vietnam, FINA reported a total disbursed value of VND 1,700 billion in home loans — equivalent to the performance of a bank branch. After nearly three years of development, this figure increased to nearly VND 4,000 billion, supported by a partnership network of over 45 banks of all sizes. These impressive numbers demonstrate the effectiveness of a customer-centric fintech model and underscore its potential to replace or complement the role of traditional intermediaries.
A major milestone in FINA’s growth journey was its second-place win at Techfest Vietnam 2022. Building on this success, the startup became part of the KB Fina Fintech joint venture, announced concurrently with the Series A funding round of Gpay e-wallet. This investment, led by South Korea’s KB Financial Group, valued Gpay at VND 425 billion. The involvement of a major financial group like KB not only provides financial resources but also gives FINA access to international technologies and operational expertise.
From FINA’s development story, several practical lessons can be drawn for founders in the fintech space. The first is identifying the right market “pain point,” especially in a field as complex and opaque as personal finance. Second is recognizing that the true value of technology lies not in creating entirely new solutions, but in improving processes, automating operations, and delivering a consistent user experience. In addition, expanding a network of strategic partners and integrating into a broader financial ecosystem helps avoid over-reliance on a single group of providers, thereby increasing bargaining power and user retention. Ultimately, trust and transparency must be prioritized when operating in a highly sensitive domain like finance.
In a landscape where fintech solutions are rapidly evolving and increasingly competitive, FINA’s model illustrates that the integration of data, user experience, and ecosystem connectivity is key to earning market trust. This serves as a compelling example of how a startup can harness technology to solve significant societal challenges while building a strong foothold in a highly demanding yet promising industry.
