Happy Money: Positioning the brand on the financial map of Vietnam

In the fierce competition of the market, when strategies are easily copied, products can be imitated and consumers are increasingly sophisticated, product quality is still the "core value" that helps businesses position and imprint their brands in the minds of customers.

How do businesses position themselves in the technology race?

According to Salesforce statistics, more than 50% of customers will switch to using products of competing brands if the business does not meet their needs.

Product quality and transparent information are factors that build trust in customers. Photo source: Happy Money

In fact, today’s consumers are not easily persuaded by fancy advertisements. They have many ways to learn, compare, evaluate products and are willing to share their experiences with the community. Only products with real quality are able to “stand firm” in the hearts of customers, even making them become voluntary “brand ambassadors” - something that no expensive promotional campaign can easily achieve.

The question is: how should businesses position their products in a context where rapid technological development makes product life cycles shorter than ever, while competitors can quickly copy their business models, features or communication strategies. The answer probably lies in product quality.

Product quality is the core value

Coming to Vietnam for the first time in 2019, with the ambition to conquer the potential consumer finance market but also many challenges from social prejudices, Mr. Ro Min Ho, General Director of Happy Money, has gradually laid the first "bricks" to build the foundation for the brand.

From a small transaction office, providing flexible and preferential loan packages with the motto "Customer-centric", after nearly 7 years of operation, Happy Money has developed nearly 50 transaction offices, serving 40,000 customers with nearly 60,000 loan contracts.

Mr. Ro Min Ho - General Director of Happy Money at the VietNam Excellence Brand Awards 2025. Photo source: Happy Money

What makes Happy Money different is not only its scale, but also the quality of its products and the transparency in each transaction. The company always adheres to standards, ensuring clear information to customers, shareholders and partners. Contracts are presented transparently, terms are explained in detail, helping customers understand clearly before signing. Reasonable loan costs, suitable for the payment ability of ordinary users, are factors that help Happy Money become a reliable support in the financial industry.

Mr. Ro Min Ho shared: “It is not just the name or brand image that customers remember after each time using the service. The real experience starts from the business's products. A quality product will automatically position the brand in a worthy position in the minds of consumers.”

When a brand is positioned by quality and social responsibility

At the end of September 2025, Happy Money was honored with the title of VietNam Excellence Brand 2025 - an award presented by the Asian Economic Research Institute in collaboration with prestigious organizations. This award recognizes outstanding businesses that have made positive contributions to developing quality products, maintaining brand reputation and promoting innovation.

For Happy Money, the award is a testament to the persistent journey towards becoming a consumer finance brand for people, not only focusing on business efficiency, but also associated with social responsibility and sustainable development.

Happy Money perseveres on the journey “for the nearest difficulties”. Photo source: Happy Money

Over the years, Happy Money has implemented many charity programs under the motto "for the nearest difficulties": from giving gifts to support people during the Covid-19 pandemic (2021), giving scholarships to disadvantaged students (2022-2023), to "Supporting exam season" and supporting Yen Bai people after storm No. 3 (2024). In 2025, the enterprise continues to spread the spirit of charity through a series of activities to give gifts to poor patients at the Central Hematology and Blood Transfusion Hospital and accompany disabled children at Sao Mai Center.

Mr. Ro Min Ho, CEO of Happy Money, shared: “A brand is not what a business says about itself, but is shaped through product quality and customer experience. That is the clearest language for a business to truly 'touch' the hearts of consumers.”

Source: https://hanoimoi.vn/happy-money-dinh-vi-thuong-hieu-tren-ban-do-tai-chinh-viet-nam-723130.html