The "Vietnam Consumer Finance Brand Health Rankings 2025" was officially released for the first time by Mibrand Vietnam Joint Stock Company on May 27.
The report was based on a quantitative survey of over 300 randomly selected customers in Hanoi and Ho Chi Minh City conducted in December 2025.
Through the proprietary Brand Beat Score index, the report provides a comprehensive and empirical overview of the market standing of various enterprises. This is considered an important database to help consumer finance brands clearly understand customer expectations and experiences, allowing them to leverage strengths and improve weaknesses to strengthen sustainable relationships with consumers and drive business growth in the new landscape.
According to the 2025 Vietnam Consumer Finance Brand Health Rankings, Home Credit successfully secured the leading position in the industry with 30.2 points. The remaining names in the Top 5 leading brands were HD SAISON with 24.4 points, FE Credit with 23.8 points, F88 with 23.5 points, and Viettel Money with 23.4 points.
Mibrand’s measurement scale indicates that the leading brands currently only reach a Grade B, or "Good" level. The market remains in a state of open competition, and no single brand has yet established a dominant position with a significant lead. The point gap between the top-tier units remains very small, suggesting unpredictable shifts in rankings in the future.
The report also indicates that Vietnam’s consumer finance industry is entering a more professional phase of competition. The race for market share no longer revolves solely around disbursement speed or media coverage but has shifted deeply toward factors such as trust, transparency, app experience, and actual service quality.
When asked about the drivers for choosing products in the future, customers focused strongly on three core factors: simplified procedures (63%), transparency in interest rates and fees (60%), and speed of disbursement (51%).
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