Pakamon Tulyapizitchai on closing Thailand’s financial divide

Since joining the company in 2018, Tulyapizitchai has spearheaded a digital shift that treats financial inclusion as both a social mandate and a growth strategy. Her approach began with a modest US$310,000 budget and a mandate to build a platform that serves non-customers as well as existing clients. By providing free financial information and an intuitive interface, the company successfully converted thousands of users into active clients within 30 days of their initial app engagement. The platform, which initially targeted 50,000 downloads, has since ballooned to 4.5 million users, bolstered by the rapid digital adoption triggered by the pandemic.

Beyond basic banking, the firm is reshaping the local insurance market. It introduced interest-free cash installment plans for motor insurance, a service previously reserved for credit card holders. Through the online platform heygoody.com, the company has also moved to eliminate the high-pressure telesales tactics common in the industry, offering a transparent alternative for digitally savvy consumers. Tulyapizitchai notes that heygoody.com saw a tenfold increase in growth compared to its first year of operation. As the company continues to partner with entities like Arise IDC, the focus remains on ensuring that digital infrastructure functions as a guide, educating users and building the trust necessary to bring more of the population into the formal financial fold.