KTC Adjusts Business Plan to Tackle 2026 Low Growth Economy, Launches Customer Data Platform

Pittaya Worapanyasakul, Chief Executive Officer of Krungthai Card Public Company Limited (KTC).","tags":["executive","KTC","company leadership"]},{ He revealed that 2025 will be a very challenging year due to the ongoing weak economic conditions, household debt issues, and geopolitical tensions. As a consumer finance provider, KTC faces increasing difficulty in acquiring new customers. ","tags":["economic challenges","household debt","consumer finance"]},{

However, in 2025, KTC performed well, partly because it followed its planned initiatives in Digital Transformation, Artificial Intelligence, and technology adoption to improve decision-making, strategy, and operations. Enhancing efficiency and controlling expenses were key factors driving improved financial results. ","tags":["digital transformation","AI","operational efficiency"]},{

For 2026, challenges remain, but KTC is confident that the national economy will improve. The most important project is upgrading the Core System, a major endeavor requiring careful execution since the current system has been in use for over 10 years. ","tags":["core system upgrade","economic outlook","technology investment"]},{

The system upgrade aims to support long-term growth, enhance competitiveness, and reduce costs. ","tags":["system upgrade","long-term growth","cost reduction"]},{

The new Core System will reduce repetitive tasks and allow staff to focus more on personal development. ","tags":["automation","workforce development","efficiency"]},{

Additionally, in 2026, KTC will integrate member data from online, offline, applications, and social media channels into a comprehensive Customer Data Platform (CDP). This tool consolidates customer information into a single system to enable more precise targeted marketing, enhance data security, and accelerate internal processes. ","tags":["customer data platform","data integration","targeted marketing"]},{

The company believes this technology investment will accelerate efficiency improvements and drive sustainable revenue growth, ensuring quality portfolio expansion. ","tags":["technology investment","revenue growth","portfolio management"]},{

For 2026 growth targets, KTC expects to lower growth projections from the previous year’s minimum 10% target to align with economic conditions. Growth will be cautious, focusing on acquiring new customers and maintaining quality in the existing customer base. ","tags":["growth targets","customer acquisition","economic adjustment"]},{

Key to current business success is the ability to continuously adapt and be flexible. KTC plans to achieve this by investing in ongoing personnel development (Upskill/Reskill) alongside leveraging technology to boost efficiency and cut unnecessary costs. ","tags":["personnel development","technology use","cost control"]},{

KTC launches 4 credit card market strategies for 2026, targeting 250,000 new customers. ","tags":["credit card strategy","customer growth","marketing"]},{

Pranaya Nithananon, Chief Marketing Officer for Credit Cards at Krungthai Card Public Company Limited (KTC). ","tags":["marketing leadership","KTC"]},{ She stated that in 2025, credit card spending is expected to grow by approximately 4%, down from an earlier target of 10%, while the industry overall grew less than 1%. ","tags":["credit card spending","market growth","industry trends"]},{

For 2026, the credit card spending growth target is 5%, with a goal to add 250,000 new members through four strategies: ","tags":["growth targets","customer acquisition","strategies"]},{

1. Portfolio optimization to maintain portfolio strength. Currently, KTC has 2.3 million members holding 2.9 million cards, with a 95% active cardholder rate, significantly higher than the industry average of 65%. ","tags":["portfolio management","customer base","active users"]},{
2. Expansion into new businesses, including life and non-life insurance brokerage after securing licenses nearly a year ago. Insurance spending is the top category, accounting for 10% of the portfolio. ","tags":["business expansion","insurance brokerage","portfolio diversification"]},{
3. Deepening collaboration with Krungthai Bank, especially focusing on Wealth clients, SMEs, and Gen Z/First Jobbers. ","tags":["partnership","target segments","market development"]},{
4. Utilizing AI and digital technology for real-time hyper-personalized marketing via the KTC Mobile App, which has over 90% active members. ","tags":["AI marketing","digital transformation","customer engagement"]},{

Personal loans push digital services via KTC Mobile App. ","tags":["personal loans","digital services","mobile app"]},{

Pichamon Jitpentham, Chief Executive Officer of Personal Loans at Krungthai Card Public Company Limited (KTC). ","tags":["executive","personal loans"]},{ She said that KTC currently offers two main personal loan products: the KTC PROUD cash card and the KTC P’Berm Car Title Loan. The overall loan portfolio continues to grow well despite industry-wide tightening of new quality customer acquisition. ","tags":["loan products","portfolio growth","industry challenges"]},{

“This year (2025) will end well, but next year (2026) will present challenges. The main organizational approach to meet 2026 targets is to leverage Digital Transformation to develop competitive products and services that effectively meet consumer needs,” Pichamon said. ","tags":["digital transformation","product development","consumer focus"]},{

The main 2026 personal loan plan covers five areas: ","tags":["strategic planning","personal loans"]},{

1. Enhancing Digital Onboarding by developing an e-application on the KTC Mobile App aimed at urgent cash needs, with approval and disbursement within 30 minutes. ","tags":["digital onboarding","e-application","customer experience"]},{
2. Expanding sales channels by continuing to grow partner stores. This year, KTC partnered with over 2,000 mobile phone shops allowing customers to apply for loans and receive products immediately. ","tags":["sales expansion","partnerships","customer convenience"]},{
3. Stimulating spending among existing customers, including over 700,000 KTC PROUD members with remaining credit limits, by adding functions for purchases, fuel top-ups, and quick money transfers via the Mobile App. ","tags":["customer retention","spending incentives","mobile app features"]},{
4. Installment promotions will focus on 0% interest for up to 24 months on high-priced consumer goods like electronics, mobile phones, and washing machines to ease members’ burdens during the economic slowdown. ","tags":["promotions","installment plans","economic support"]},{
5. The KTC P’Berm Car Title Loan portfolio maintains high quality with low NPL rates. Next year, sales will continue primarily through Krungthai Bank, with product adjustments tailored to the bank’s main target groups such as government officials and salaried employees. ","tags":["loan portfolio quality","sales channels","target market"]},{

Upgrading three projects to fully advance Digital Transformation. ","tags":["digital transformation","project management"]},{

Wilaiwan Nopparat, Chief Information Officer of Krungthai Card Public Company Limited (KTC). ","tags":["IT leadership","KTC"]},{ She revealed that Digital Transformation is not a one- or two-year effort but an ongoing process of continuous development. Therefore, the IT division’s three main projects for 2026 include: ","tags":["digital transformation","IT strategy"]},{

Replacing the 10-year-old Core Payment System with a fully Cloud Native solution to increase speed, support auto-scaling growth, and reduce costs. ","tags":["core system upgrade","cloud technology","cost efficiency"]},{

Developing a Customer Data Platform that aggregates data from all channels, activities, and customer behaviors, using AI to deliver tailored products at the right time. ","tags":["customer data platform","AI analytics","personalization"]},{

Employing AI to enhance multiple system development areas including Underwriting (risk assessment and loan approval), Onboarding (new customer intake), Fraud Detection, and Marketing. ","tags":["AI applications","system development","fraud detection"]},{

Preparing to borrow 12 billion baht for investment in 2026. ","tags":["investment financing","capital borrowing"]},{

Rojana Usayaporn, Chief Financial Officer of Krungthai Card Public Company Limited (KTC). ","tags":["financial leadership","KTC"]},{ She said that for 2026, KTC aims for conservative growth of 1-2%, while maintaining the NPL ratio below 2% of the loan portfolio, consistent with 2025. ","tags":["growth targets","NPL ratio","risk management"]},{

KTC plans a long-term loan of 12 billion baht to support growth and technology investments, including the Core System and new IT infrastructure, to meet long-term growth goals. This is expected to reduce financial costs by 15-20 basis points from 3.41% in 2025, with confidence that 2026 profits will exceed those of 2025. ","tags":["long-term financing","technology investment","cost reduction"]},{

“We are preparing to borrow long-term funds or issue bonds totaling 12 billion baht to support growth and to replace bonds maturing in 2026 totaling nearly 16 billion baht. We will use a mix of short- and long-term borrowing,” Rojana said. ","tags":["debt management","bond issuance","capital strategy"]},{

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