Open a bank account, take out a loan, and get insurance―all with just your smartphone. While such financial experiences are becoming commonplace in Japan, in Thailand, LINE BK is rapidly growing, enabling users to complete everything within the LINE app. In less than five years since its release in 2020, it has surpassed 8 million accounts, (*1) becoming an integral part of everyday life in Thailand. LINE BK is also expanding financial access by reaching users who have traditionally found it difficult to secure loans from other banks, evolving into a service that truly supports people's daily lives.

We interviewed Sunny, Chairman, and Tommy, CEO of KASIKORN LINE Company Limited (hereinafter "KASIKORN LINE" (*2)), the entity that operates LINE BK, to discuss the background behind the service's inception, its proprietary credit assessment model, and future outlook.

*1 As of July 2025
*2 A joint venture between LINE Financial Corporation, a consolidated subsidiary of LY Corporation, and KASIKORN INVESTURE, a subsidiary of Thailand's financial institution KASIKORNBANK.

LINE BK, a bank within LINE made possible through collaboration with KASIKORNBANK

――First, could you tell us what kind of service LINE BK is?

Tommy:
LINE BK is a fully digital banking service operating in Thailand. Its biggest feature is that banking functions are integrated within the LINE app. There is no need to download a separate app or visit a bank branch; everything from account opening, remittance, QR code payments, debit card issuance, loan applications, to purchasing insurance can all be completed entirely within LINE. You can access your bank directly via the LINE app that you use every day. This is the new financial experience that LINE BK makes possible.

Out of Thailand's population of approximately 66.05 million, 54 million people use LINE (*3). With such a dominant user base, one of LINE BK's greatest strengths is that users can seamlessly access financial services from the app they are most familiar with.

*3 As of December 2024.

――What was the background behind the launch of LINE BK?

Sunny:
LINE BK is a service launched in October 2020 through a collaboration between LINE Financial, a company responsible for LINE's financial business, and KASIKORN INVESTURE, a subsidiary of Thailand's major bank, KASIKORNBANK. The starting point was a shared vision between the two companies: to launch a fully digital banking and lending service, making financial services more accessible and convenient for users.

LINE has extensive operational experience as a mobile platform, having connections with 54 million users in Thailand, and expertise in data utilization. On the other hand, KASIKORNBANK, founded in 1945, not only has a reliable banking foundation built up over many years, but also possesses advanced technological capabilities in digital account opening. By combining the strengths of both companies, we wanted to deliver a new financial experience to the people of Thailand, where banking services can be used as an extension of LINE.

――How have each of the services grown from their release to the present?

Tommy:
Due to the impact of COVID-19-related restrictions on going out, the economic downturn, and changes in health awareness, the demand for LINE BK surged, providing a catalyst for growth.

Currently, over 8 million LINE BK accounts have been opened and are used for various everyday financial transactions. Services such as savings, remittances, and QR payments are used primarily by users in their 20s to 40s, thanks to the convenience of managing money without switching apps. In the past 2-3 years, approximately 1 million new accounts have been opened each year, and the number of users is steadily increasing.

The insurance service has partnered with Muang Thai Life Assurance, one of Thailand's leading insurance companies, and began offering health and life insurance in 2023. Under the concept of "bite-sized insurance easily available on LINE," the service provides a range of small-amount insurance products aimed at freelancers and workers. Within just a year of its launch, it received the Insurer Innovation Awards (*4), with the seamless and simple in-app insurance purchase experience gaining international recognition.

*4 Part of The World's Digital Insurance Awards, an international awards program held in 2024 that recognizes innovative digital strategies and the use of technology in the insurance industry.

――Which service is LINE BK particularly focusing on?

Tommy:
LINE BK is particularly focused on loan services. Currently, over 855,000 people are using LINE BK's loan services, most of whom are freelancers or individuals not in regular employment aged 25 to 34.

――Why is there a high demand for loan services?

Tommy:
There are several economic and social factors behind this. First, in Thailand, rising living costs, inflation, unstable income, and low savings have led to an increasing number of people needing loans to cover daily expenses and sudden expenditures. Additionally, amid an uncertain economic outlook, there is a growing need to secure funds for emergencies.

Another significant factor is the structure of the labor market. A large portion of Thailand's labor force is made up of freelancers, non-regular workers, and small business owners, who do not have a fixed monthly salary or formal proof of employment. These individuals find it difficult to pass traditional bank loan screenings, limiting their funding options.

Amid these circumstances, LINE BK uses its own credit evaluation model. This allows us to provide safe and user-friendly loans to people who were not adequately assessed by traditional screening criteria.

A screening model that assesses credit based on LINE's proprietary data

――Could you please explain specifically how the credit evaluation model is used in the screening process?

Sunny:
LINE BK evaluates loan applications from two perspectives: the applicant's willingness and ability to repay. This process incorporates both financial data and non-financial data obtained via LINE.

Financial data includes credit history information from KASIKORNBANK and the National Credit Bureau (NCB), all used with the user's prior consent. On the other hand, non-financial data is gathered with the user's permission through their activity within the LINE ecosystem―including how frequently and consistently they use the LINE app, as well as content preferences. Based on this information, the LINE Score model evaluates users' credit risk to enable more accurate credit screening.

――So you conduct screenings by combining financial and non-financial data.

Sunny:
Yes. This non-financial data is unique to LINE and not available to other companies. By combining these two types of data, LINE BK is able to offer loan opportunities to individuals who are traditionally underserved by conventional screening methods―such as freelancers and small business owners with limited credit histories. Another key advantage of LINE BK is the ability to complete the entire process―from application to repayment―within the LINE app, anytime, anywhere, 24/7, 365 days a year.

Trust is our top priority: efforts toward data protection and fraud prevention

――While the convenience of being able to easily apply with just the LINE app is appealing, I believe that consideration is especially necessary for data protection and anti-fraud measures. What measures are being taken?

Tommy:
We believe that the most important thing in digital financial services is "trust." As a position that holds users' valuable money and personal information, creating an environment where they can use it with peace of mind is our top priority.

In terms of data protection, we comply with Thailand's Personal Data Protection Act (PDPA) and regularly check that LINE BK's systems meet or exceed industry safety standards. All data is encrypted, and we maintain a robust data governance framework across the organization by restricting access to confidential data.

Fraud prevention is another area where we are placing significant focus. We use AI to detect suspicious activities in real time across various situations, including logins, transactions, and loan applications. We also work closely with regulatory authorities and partner companies to strengthen our response to ever-evolving fraud tactics. In addition, we promote user awareness by providing educational content and alerts within the app to help users recognize and avoid potential scams.

Another important responsibility we emphasize as a provider of loan services is preventing users from over-borrowing. LINE BK carefully sets credit limits based on users' repayment abilities in accordance with the Bank of Thailand's "Responsible Lending" policy. On top of that, we support users in making sound financial decisions by clearly communicating risks and borrowing guidelines within the LINE app.

By integrating with AI and the LINE Group, we offer a financial experience that blends seamlessly into everyday life.

――In what other situations is AI being used?

Sunny:
At LINE BK, we actively utilize AI not only for loan screening, fraud prevention, and operational efficiency, but also to enhance the quality of communication with users.

In the field of marketing, for example, AI analyzes each user's behavior and usage patterns to deliver highly relevant messages via LINE at the optimal time. Personalized reminders regarding repayment status and available options are just one such use case. With over 8 million users, it would be unrealistic to provide individual support manually through phone calls or other means. However, by leveraging AI, we can offer personalized and efficient user experiences at scale. We are also working on services that utilize voice AI.

Within LINE, ensuring that "the right information reaches the right person at the right time" not only makes the user experience more convenient but also builds trust and encourages continued use of LINE BK. We plan to continue expanding the scope of AI utilization to further enhance the quality of our services.

――Could you share any examples of collaboration within the LINE Group or with external corporate partners?

Suuny:
The most representative example is our collaboration with "LINE MAN," Thailand's leading on-demand platform. This service, especially well-known for food delivery, uses sales data and other information with the consent of restaurant partners to enable speedy and accurate credit screening. As a result, we can offer loan products tailored to the needs of each store, and the approval rate for screenings has also improved.

――How do restaurant partners use the service?

Sunny:
The main processes, from loan application to reminders, are all completed within the LINE MAN platform. We also support repayments through automatic deductions from sales revenue, making the overall process seamless and hassle-free for restaurant owners.

Going forward, we aim to expand user-friendly financial services not only for restaurant owners, but also for a broader range of LINE MAN users.

An organizational culture that values trust, respect, and inspiration

――What kind of organizational culture does LINE BK have?

Tommy:
I believe that building an organizational culture that values "trust," "respect," and "inspiration" is the starting point for creating a good team. We strive to create an environment where each member feels valued and empowered, fostering a flat team structure where collaboration happens naturally across roles and departments. Our core values are embodied in four key principles, captured in the acronym "DUET."

We do not simply display these values as slogans; we also incorporate them into our internal activities. For example, we hold internal awards for actions and achievements aligned with DUET, and we have a system in place to regularly visualize and evaluate each member's efforts. We also regularly host internal events such as sports days and workshops, providing opportunities for members to interact and share their values.

――As CEO, what is important to you when building an organization?

Tommy:
As CEO, what I value most is ensuring that our decisions and actions as an organization are guided by humanity and thoughtfulness. While we are a technology-driven company, we also provide financial services that deeply impact people's lives. That is why I want to create an organization where everyone can work, make suggestions, and take on challenges with peace of mind, while being considerate of the feelings and backgrounds of those present.

A financial platform open to everyone

――Leveraging the power of such a team, what will you focus on going forward?

Tommy:
In Thailand, because freelancers and small business owners often lack income proof or credit history, they are frequently unable to obtain formal loans and are left with no choice but to turn to high-interest lenders or illegal loans. LINE BK has made it an important mission to support people who are often left behind by such financial services. This field will continue to be a key area for LINE BK going forward. By strengthening collaboration with the LINE ecosystem and continuously improving our screening model, we aim to further expand our loan services so that even people without a credit history can use with confidence.

Beyond loans, we also plan to further expand our payment and insurance services by leveraging LINE's unique, intuitive UX (user experience). Using the LINE platform as the foundation, which is closely integrated into daily life, we aim to continue providing a financial experience that is easy to use and trusted by everyone.

――LINE BK will mark its 5th anniversary in October 2025. Could you tell us about the direction LINE BK is aiming for in the future?

Tommy:
Since the start of our services, we have experienced many challenges. Having reached our 5th anniversary, we feel that we are ready for the next stage. Going forward, we aim to evolve into a platform equipped with a wider range of financial functions. Ultimately, we aim to grow LINE BK into a top player in Thailand's retail banking sector, becoming an indispensable presence in the daily lives of tens of millions of users.

In Thailand, a virtual bank licensing system was introduced, and three operators were approved in 2025. These operators are required to launch their services without physical stores by 2026. The entry of new players will further accelerate competition and innovation. However, we believe that LINE BK is already one step ahead. Users can already open an account, apply for loans, receive financing, transfer money, and purchase insurance―all with just the LINE app. In other words, we have already achieved the ideal form of a virtual bank.

Going forward, we will continue to leverage our strong partnership with KASIKORNBANK and our unparalleled reach to 54 million LINE users, aiming to become a digital financial partner that is even more closely connected to the lives of people in Thailand.

――Sunny, as COO of LINE Financial, how do you view the future growth of LINE BK?

Sunny:
In recent years, LINE Financial has established a solid foundation alongside the growth of the LINE Bank business in Taiwan, Thailand, and Indonesia. Among these, LINE BK has gained significant presence in Thailand and shows great promise as a service.

Looking ahead, we plan to deepen our partnerships with KASIKORNBANK and other subsidiaries in various financial sectors. Through these collaborations, we aim to make LINE BK a more natural part of users' daily lives―where financial experiences feel like a smooth extension of everyday living.

By combining LINE's platform power, abundant data, and AI technology, we intend to further evolve a unique financial experience that only LINE BK can offer. Going forward, LINE BK hopes to shape the next era of digital finance, while remaining close to the daily lives of the people in Thailand.

You can also watch the interviews with Chairman Sunny and CEO Tommy, as well as a look inside the LINE Thailand office, in the video below. (Japanese only)

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Interview date: August 7, 2025
Written by: LY Corporation Story Editorial Team
Photos by: Takuya Yamazaki
*The affiliations and titles in the article are as of the time of the interview.