Non-bank lender SAFC names new president, CEO

Insider Spotlight

• SAFC named Maricel Dejongoy as its new president and CEO
• The non-bank lender is ramping up growth efforts for H2 2026
• Dejongoy previously led Asialink Finance's auto and truck loan business
  
  
  

Non-bank lender South Asialink Finance Corp. (SAFC) has appointed Maricel D. Dejongoy as its new president and CEO, tapping a longtime Asialink executive to steer the company's next growth phase and expansion strategy for the second half of 2026.

Dejongoy, who assumed the role on July 1, succeeds Kevin N. Cabanban, who has been named group initiatives officer with an expanded mandate across the Asialink Group after leading SAFC for more than a year.

The big picture

Before her appointment, Dejongoy served as Auto and Truck Loan Group Head at Asialink Finance Corp., where she led one of the company's key lending businesses and supported its expansion.

“I step into this role with purpose and a deep sense of responsibility to our SAFC employees, partners, and the communities we serve,” Dejongoy said. “We will be deliberate in expanding our reach, strengthening our products, and ensuring that more Filipinos experience what it means to have a financing partner that truly works for them.”

She added: "The best of SAFC is still ahead of us, and we are more than prepared to make it happen.”

The leadership changes are part of SAFC's efforts to accelerate growth while ensuring stability through a strengthened management team and a clear strategic agenda for the remainder of 2026, according to a company release.

Why it matters

Established in 2003, SAFC is one of the Philippines' leading non-bank financial institutions, providing financing solutions through a nationwide network of around 100 branches. The company focuses on expanding access to credit for individuals and micro, small, and medium enterprises.

Its lending portfolio includes vehicle refinancing through Sangla OR/CR, financing for new and pre-owned cars and trucks, and real estate-backed loans under Sangla Titulo and JuanTAHANAN. It also offers specialized financing products such as BiyaHERO for public utility vehicle and transport network vehicle service operators, and JUANAsenso for women entrepreneurs.

With Dejongoy at the helm, SAFC is looking to deepen its financial inclusion efforts while expanding its reach across underserved markets, while Cabanban's appointment to a group-wide role reflects a broader leadership realignment within the Asialink Group.  —Princess Daisy C. Ominga|Ed: Corrie S. Narisma