Recognizing that today’s customers often lack the time for in-branch transactions, AB Finance offers flexible, on-demand service options to accommodate busy schedules
Anunadh Pillai, Founder& Director
The gold loan market is a rapidly expanding sector, especially in regions where gold is deeply valued as a stable asset. Gold loan firms provide a secure and accessible form of credit, meeting the immediate financial needs of individuals and businesses. With a focus on transparent valuation, competitive interest rates, and swift processing, these companies play a vital role in bridging liquidity gaps. Increasingly, gold loan firms are investing in digital advancements, enhancing customer convenience and operational efficiency. As demand for gold-backed credit grows, this market attracts investment, fostering innovation and financial inclusion.
Gold is a highly promising investment commodity, showing steady growth in today's market. AB Finance, founded in October 2021, specializes in gold loans, leveraging a skilled team and a mission to offer transparent, fair valuation and competitive rates to clients. With 20 years of experience as a branch manager in the banking sector, the founder was driven to launch AB Finance to meet the increasing demand for gold-backed loans, especially in India and South India, where gold is viewed as a stable asset. Following demonetization, gold investment surged, reinforcing gold’s role as a globally recognized, resilient asset for security and growth.
AB Finance has navigated numerous challenges in the gold loan market, from securing funds to maintaining low interest rates for customers. Profit was never the primary goal, rather, the firm was established to support individuals facing critical financial needs. Despite longstanding competition from neighboring businesses with 50 to 100 years in the industry, AB Finance has distinguished itself through dedicated customer service, especially via personalized relationship management. Each customer is assigned a front-desk relationship manager, a feature uncommon in most finance companies to ensure that both the financial and emotional value of their gold assets is respected and well-supported.
Recognizing that today’s customers often lack the time for in-branch transactions, AB Finance offers flexible, on-demand service options to accommodate busy schedulesAnunadh Pillai, Founder& Director
Building a Legacy of Trust and Transparency
The firm's key competitive edge lies in its customer-centric approach to service delivery. Unlike many financial firms that rely heavily on branch networks, AB Finance prioritizes convenience by bringing services directly to clients. Recognizing that today’s customers often lack the time for in-branch transactions, the firm offers flexible, on-demand service options to accommodate busy schedules. This personalized approach not only sets AB Finance apart from competitors but also fosters strong customer relationships by meeting clients where and when they need support.
“I began my journey in 2004, working with various banks across North and South India, gaining a solid foundation in the financial industry. In October 2021, I launched AB Finance. Starting a company comes with its challenges, especially finding the right people. Setting up a strong HR department to recruit skilled talent and create a customer-focused strategy were essential steps. With the right team in place, there was no turning back, and support from partnering banks helped fuel our growth. We obtained our license in Kerala in 2021, achieved an ISO 9001 : 2015 certification, and were recognized by the Private Bankers Association as one of Kerala's most promising gold loan companies. From a team of three, we've grown to over 35 on-site and 20 off-site employees. Our customers' appreciation is a constant motivation, and I'm grateful to my dedicated team for making our success possible”, says Anunadh Pillai, Founder & Director, AB Finance.
The firm is committed to building a dedicated, motivated team. Each branch is led by a team leader who oversees a group of skilled, ambitious members recruited by the HR team to ensure a high standard of service. AB Finance's focus on employee satisfaction, performance, and continuous development creates a positive workplace, benefiting both employees and customers. With a focus on people and technology, these areas form the core of its current growth strategy.
AB Finance recognizes the critical role of technology in the modern financial landscape, particularly in gold and finance markets, where digital advancements are reshaping customer expectations and industry standards. As traditional banking methods become obsolete, adapting to new technologies is essential for competitiveness. The firm is committed to leveraging artificial intelligence and other innovations strategically to enhance service offerings and stay ahead of competitors. By focusing on human resources and technology, AB Finance aims to drive progressive growth and remain at the forefront of industry advancements in the years ahead.
The firm is looking forward to expanding its offerings in gold-based products. AB Finance is set to launch a "Gold FB" program, enabling customers to store idle gold in secure lockers and earn monthly returns. With five branches currently, AB Finance aims to expand throughout South India, particularly in Kerala, Karnataka, and Tamil Nadu, by March 2025. The firm also seeks additional licenses to support growth and a banking license within five years, driven by a dedicated team and robust strategy.
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