Paul Lui, CEO and Executive Director of United Asia Finance Limited (UA), has been recognized as an Outstanding Leader in Asia by the ACES Awards, a well-deserved honor that highlights his exceptional leadership and forward-thinking strategies in the highly competitive money-lending industry. Born and raised in Hong Kong, Paul’s journey to success is one of determination, resilience, and innovation—qualities that have driven UA’s growth and reshaped the financial landscape in the region.
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Revolutionizing the Money-Lending Industry
Since joining UA in 1994, Paul has transformed the company from a small-scale personal loan provider into Hong Kong’s largest and most trusted money lender. Competing with over 2,254 licensed firms, UA stands out with its customer-first philosophy, serving over 800,000 clients across various income levels, ages, and professions. Paul’s leadership has propelled UA to continuously innovate and push industry boundaries.
A groundbreaking moment came in 2000 with the launch of the i-Money Internet Personal Loan, enabling customers to apply for, receive approval, and disburse loans entirely online—an industry first in Hong Kong. This innovation was followed by the 2012 launch of the NO SHOW Personal Loan, eliminating the need for document submission. Customers could simply make a phone call, and cash would be ready. These products reflect Paul’s vision of making financial services more accessible, convenient, and efficient.
Expansion and Digital Transformation
Paul’s leadership has also driven UA’s expansion into Mainland China, successfully entering 15 cities by 2015. His ability to identify new growth opportunities and navigate complex markets has allowed UA to maintain its leadership despite economic downturns and regulatory changes. Amid challenges such as Hong Kong’s revised statutory interest rate cap and rising bad debt risks, Paul has led UA’s digital transformation, integrating Big Data, Generative AI, and Customer Data Platforms to enhance service quality and operational efficiency.
UA has also ventured into new digital frontiers. In 2022, the company launched the limited-edition 3D UA Arm NFT series, marking its entry into the metaverse and signaling its readiness to engage with younger, tech-savvy customers. That same year, UA introduced the sim Credit Card, which saw remarkable success, with over 40,000 cards issued and a total usage exceeding HK$500 million within its first year.
A Commitment to Corporate Social Responsibility
Beyond business innovation, Paul is deeply committed to corporate social responsibility. In 2015, he established the Corporate Volunteer Team, which has since dedicated over 4,000 service hours to more than 2,000 beneficiaries. His belief that true success is measured not just by financial performance but also by the positive impact a company makes in the community has shaped UA’s approach to social responsibility.
Paul’s leadership style blends innovation, empathy, and a deep understanding of market trends. His open-door policy and people-oriented approach foster a culture of inclusivity at UA, encouraging employees to share ideas and contribute to the company’s growth.
Looking Ahead
Winning the ACES Award holds special significance for Paul, as it represents the collective efforts of his team and the trust UA’s customers have placed in the company. Looking ahead, he remains dedicated to driving innovation, expanding UA’s digital capabilities, and making a lasting impact in the financial industry. His story is a testament to the power of visionary leadership, and this accolade underscores his contributions to the sector and beyond.
