LEADING BRANDS PROFILES

HNB Finance

Q: Could you describe the philosophy behind HNB Finance?
A: Established in 1999, HNB Finance was a pioneer in introducing the Grameen concept to Sri Lanka, the focus of which was to provide financial services and business know-how to rural women who were struggling to make ends meet. Their main problem was the inability to secure funds due to a lack of collateral.

HNB Finance looks to achieve financial inclusion by financing their business ambitions and helping them transform into successful entrepreneurs while upscaling their standard of living exponentially.

The organisation has grown together with this loyal customer base by delivering financial services with a human touch through a passionate team. Moreover, it has won international acclaim in recognition for its contribution to the microfinance sector.

After emerging as a leader in ethical microfinancing, HNB Finance has progressed to offer business loans, gold loans, and leasing and supply chain financing products that cater to the needs of diverse segments of the community, reinforced by an islandwide branch network.

With the backing of corporate giants – i.e. Hatton National Bank and Prime Group – HNB Finance continues to power ahead in the non-banking financial institution (NBFI) sector.

Q: What is your assessment of the impact of the COVID-19 pandemic on the HNB Finance brand?
A: During these extremely challenging times, HNB Finance is doing its utmost to provide all possible assistance to customers in alignment with the Central Bank of Sri Lanka’s efforts. The organisation has also prioritised cost and business optimisation.

Throughout the pandemic, we have remained resilient as a brand due to our strong team of employees and the trust placed in the brand by loyal customers.

We supported the needs of our fixed deposit and savings customers during the lockdowns, by remotely working to pay their dues in full and on time while emergency debt moratoriums were granted to other affected clients.

The customer experience we provided during these challenging times truly serves as testimony to the strength of the brand.

Q: And what role can brand investment play in accelerating business recovery in the prevailing corporate environment, in your assessment?
A: All brands have curtailed their brand investments but this needs to be seen as the appropriate time to invest in your brand so as to rise above others by making use of the opportunity.

It is the ideal situation to boost digital marketing initiatives and online services, which increase customer convenience and safety.

We have increased our digital engagement with customers and taken measures to encourage them to make payments with mobile money.

Our brand investments are focussed on conducting COVID-19 awareness programmes across the island to reinforce three wheeler drivers’ knowledge on safety measures coupled with the contribution of high quality passenger safety screens for their vehicles along with medical grade face masks.

Q: How do you view the role of marketing in creating brand value in the prevailing environment?
A: HNB Finance’s marketing activities are carried out with a focus of creating brand value to influence customers.

We constantly strive to understand their evolving needs and wants, and do our best to integrate brand strategies throughout the organisation at every point of public contact, staying true to our vision of providing a service with a human touch.

Our brand is the source of a promise to consumers: branding doesn’t only count before a service is obtained; the brand experience must last to create customer loyalty. Therefore, we focus on delivering exceptional service to drive the overall customer experience.

We strive to build a brand that gives people something to believe in and stand behind. Overall, the role of marketing is invaluable in creating brand value for HNB Finance.

Q: And finally, what plans does HNB Finance have for the future?
A: Our aim is to be the benchmark for governance, digitalisation and optimised business models while maintaining exemplary standards in the customer experience.

We will continue to seek new growth opportunities in areas such as exports, manufacturing, and other industries that prevail during times that are as turbulent as the one we’re presently experiencing.

Additionally, we are looking to explore opportunities to work with other finance institutions to seek synergies and grow our businesses. We aspire to be the preferred integrated financial services provider in Sri Lanka.

website:www.hnbfinance.lk