This name change for South Asialink Finance Corporation to SAFC marks more than just a visual rebrand—it signifies the company’s transformation from a regional lending firm into a nationally trusted financial institution with a footprint in nearly 100 locations across the Philippines.
The new President and CEO of SAFC, Kevin John N. Cabanban, shares the rationale behind the rebrand.
“The needs of our market have evolved—and so have we,” Cabanban says. “What started as a company focused in South Luzon is now serving the entire country. The brand South Asialink Finance Corporation no longer captured our scale and ambition. SAFC, on the other hand, reflects who we are today: simple, strong, and nationwide.”
Rebranding to Reflect Growth
The change to SAFC is the culmination of years of growth and strategy coming to fruition. From a handful of branches in Southern Luzon, SAFC has scaled to cover Luzon, Visayas, and Mindanao, now offering its portfolio of financing services to individuals, SMEs, and enterprises across the Philippines.
For Azenith S. Cabrera, the company’s new Chief Operating Officer, the rebrand is also a recognition of the shift in consumer behavior and expectations.
“We are no longer just a regional player. We’re in Metro Manila, Cebu, Davao, and everywhere in between. As we grow, we must keep pace with a brand identity that resonates with all Filipinos—wherever they are, whatever they need.”
Importantly, this isn’t just a logo change. It’s a cultural and operational shift that aligns with the company’s expanding digital infrastructure, improved financial products, and a customer-first mindset.
What Will the Name Change Affect?
Internally, SAFC executives were keen to stress that the name change will not affect existing relationships with clients, brokers, or partners.
“We are retaining the same level of commitment, the same service quality—and in fact, we aim to exceed expectations under this new banner,” says Maria Teresa T. Medina, the company’s Chief Finance Officer.
For brokers, consultants, and customers who have long worked with South Asialink, the only visible change will be the name. The processes, turnaround times, and financial offerings will remain intact—only better optimized and modernized.
Marketing a Movement, Not Just a Message
Driving this transformation from a communications and customer experience perspective is Norvyn V. Aloro, the newly appointed Group Marketing Head.
“We want Filipinos to feel that SAFC is not just a lender—it’s a financial partner they can rely on. The brand is sharper now, but our heart remains the same. In fact, we’re more committed than ever to helping people achieve their financial goals.”
The new branding campaign will roll out across digital platforms, branches, and partner channels–hyper focused on simplicity, accessibility, and forward momentum.
What Comes Next for SAFC?
With a solidified nationwide presence, SAFC is looking beyond expansion for expansion’s sake. Its focus is on meaningful, sustainable growth rooted in digital innovation and financial inclusion.
“By 2030, we envision SAFC as one of the top financing companies in the country—not just in terms of assets, but in the trust we’ve built among Filipinos,” Cabanban shares. “We will grow because we will continue delivering relevant, responsible, and responsive financial solutions.”