Home to Cash is not a new product for Kasikornbank (KBank), but its recent transformation into a flexible, hybrid credit facility has catalysed its performance in a highly competitive market. By 2024, it had become the largest contributor to the bank’s consumer secured lending portfolio, accounting for over 60% of the total. This repositioning, which began in earnest in 2023, allowed KBank to capitalise on changing customer needs for liquidity, especially among homeowners seeking flexible credit without liquidating their property.

Repositioning a legacy product into a high-growth engine

Nathapol Luepromchai (Nathapol), executive vice president and head of the credit products business division, explained that the Home to Cash solution uniquely combines a traditional term loan with an overdraft (OD) facility in one consolidated product. “Customers can request a full or partial loan, an OD line, or a mix of both—based on their need,” he said. “And we offer the same interest rate for both components, which is rare and simplifies the experience.”

This innovation enables customers to draw on funds as needed while retaining the security of a fixed repayment schedule. It provides flexibility without complexity—an increasingly valued proposition in an uncertain economic environment.

Leading secured lending growth and capturing market share

KBank’s repositioned Home to Cash product delivered impressive results in 2024. The portfolio grew 61% year-on-year, against an overall market growth of just 3.1%. The bank’s market share in the secured consumer lending segment increased from 10.6% to 16.6%, pushing it from fourth to third place. It also gained six percentage points of market share in a single year, a remarkable feat in a segment long dominated by established players.

Much of this success is due to KBank’s targeted strategy to focus on both salaried and self-employed borrowers, and to serve both metropolitan and upcountry segments. While other banks pulled back or focused on standard mortgage offerings, KBank filled the gap with a product that provided cash liquidity to property owners at lower cost and risk than unsecured credit.

“Our biggest opportunity came from customers who had home equity but didn’t want to commit to a full-term loan,” said Nathapol. “Home to Cash allowed us to offer a flexible, fair, and simple alternative. And with pricing that competes with even the most aggressive players in the market.”

Simplifying the customer journey with seamless digital tools

Although the Home to Cash product is not fully self-service from end to end, KBank has built a smooth and mostly digital experience. Customers can begin the application process through K PLUS, the bank’s mobile app, by registering interest and sharing contact details. A loan agent or relationship manager then follows up, completing the application digitally on a tablet. All forms are filled electronically, and consent for National Credit Bureau (NCB) checks is obtained via the K PLUS app using the national digital identity system.

“We have made it entirely paperless. There is no need to print forms or submit physical documents. Even the NCB consent is done in real time through K PLUS,” Nathapol said. “As far as we know, we’re the only bank that has integrated this seamlessly.”

This hybrid model—digital initiation with assisted fulfilment—provides the benefits of speed, accuracy, and scale, while retaining the advisory support that customers expect for a high-value transaction.

Serving high-quality customer segments with better economics

KBank has found a sweet spot in serving homeowners—both salaried and self-employed—who are asset-rich and seeking liquidity. These customers are typically more creditworthy and less likely to default. The risk profile of the Home to Cash segment is only slightly higher than traditional home mortgages but generates far superior yield due to the top-up and OD structures.

“Compared to small and medium-sized enterprise (SME) lending, this is a safer product. Unlike business borrowers, these customers are pledging their own homes—they’re more cautious and less likely to default,” Nathapol explained. “At the same time, we can price the OD portion more profitably than a standard mortgage.”

Many self-employed customers are already familiar with OD lines and value the flexibility to manage cash flow without incurring high interest on unused funds. With Home to Cash, they can draw only what they need and repay at their own pace, without multiple approvals or facilities.

Bundling lifestyle, renovation, and ESG-linked use cases

To drive deeper customer engagement, KBank has positioned Home to Cash not just as a loan but as an enabler of lifestyle, renovation, and even environment, social and governance (ESG)-aligned aspirations. Digital marketing campaigns test various use cases—home improvements, education, solar installation—and tailor messaging to specific profiles.

“Lending is lending, but what creates the bond is the purpose,” said Nathapol. “We personalise our campaigns to speak to customers’ motivations—why they want the loan, what they want to achieve. That’s where we win.”

The bank is also exploring product bundling with insurance and renovation services and is working with its ESG team to roll out green home equity variants linked to solar panel installation or energy-efficient upgrades. “There’s strong interest from customers and recognition from industry groups. We want to lead this segment responsibly,” he added.

Product differentiation through regulatory compliance and system flexibility

One of the biggest challenges in offering a hybrid credit product is navigating regulatory requirements. The Bank of Thailand imposes strict rules on revolving credit lines and secured lending. KBank overcame these constraints by designing its systems and workflows to comply while maintaining customer-friendly terms.

“Most banks struggled to implement hybrid OD-term loan products because of system limitations or regulatory complexity. We solved that,” Nathapol said. “Competitors offer only basic revolving credit. We provide a fully integrated loan that behaves as one, with unified repayment.”

KBank’s system ensures that both the term loan and OD portions are tracked and repaid as one facility, allowing customers to make a single repayment or drawdown while staying compliant with risk and provisioning standards.

Sustaining growth with digital, affluent and upcountry expansion

Looking ahead, KBank is planning to expand the Home to Cash product along three fronts: affluent customer targeting, geographic outreach to upcountry markets, and further digital integration. The property market is growing in value, especially in urban fringe areas and secondary cities, creating more opportunities for homeowners to monetise equity.

KBank currently supports high-value loans of up to THB 20 million (about $556,000), with up to 90% loan-to-value for eligible customers. It is preparing to enhance credit limits and create more sophisticated offers for wealthier clients, in line with rising asset prices and financial sophistication.

“Affluent customers are a growing segment, and they value flexibility even more. We can serve them well with this product, and with the right bundling, we’ll retain them,” Nathapol concluded.

With a winning combination of product flexibility, operational simplicity, low credit risk, and strong digital foundations, Home to Cash is not just a success story for 2024—it’s KBank’s foundation for future leadership in secured retail lending.