Paul Lui, CEO and Executive Director of United Asia Finance Limited (UA), has been recognised as an Outstanding Leader in Asia by the ACES Awards, a well-deserved honour 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 also reshaped the financial landscape in the region.
Since joining UA in 1994, Paul has transformed the company from a small-scale personal loan provider into the largest and most trusted money lender in Hong Kong. With over 2,254 licensed competitors, UA stands out thanks to its customer-first philosophy. UA has now grown to serve over 800,000 customers, offering a diverse array of loan services that cater to individuals of all income levels, ages, and professions. This customer-centric approach is deeply ingrained in Paul’s leadership style, driving UA to continuously innovate and push boundaries.
One of UA’s most groundbreaking achievements came in 2000 when it launched the i-Money Internet Personal Loan, which allowed customers to apply for, receive approval, and disburse loans entirely online—without face-to-face interaction, setting a new industry standard in Hong Kong. This was followed by the 2012 launch of the NO SHOW Personal Loan, which eliminated the need for customers to submit documents, just a phone call and cash will be ready. These innovative products are a testament to Paul’s vision of making financial services more accessible, convenient, and efficient for all.
Paul’s leadership has also seen UA expand its operations into Mainland China, with successful entry into 15 cities by 2015. His ability to identify new growth opportunities and navigate complex markets has allowed UA to maintain its leadership even amid economic downturns and regulatory changes. Despite challenges such as the recent amendments to Hong Kong’s statutory interest rate cap and increasing risk of bad debts, Paul has steered UA toward digital transformation, integrating technologies like Big Data, Generative AI, and Customer Data Platforms to improve service quality and operational efficiency.
Additionally, UA made its foray into the metaverse in 2022, launching the limited-edition 3D UA Arm NFT series. This bold move was a signal that UA was ready to meet the expectations of younger, more tech-savvy customers. In the same year, UA introduced the sim Credit Card, a product that saw tremendous success with over 40,000 cards issued and a total usage exceeding HK$500 million within its first year.
Paul’s leadership extends beyond business innovation. He is deeply committed to corporate social responsibility, shaping UA’s efforts to give back to the community. In 2015, he established the Corporate Volunteer Team, which has since dedicated over 4,000 hours of service to over 2,000 beneficiaries. Making a positive impact on society reflects Paul’s belief that true success is not only measured by financial performance but also by the difference a company can make in the lives of others.
Paul has cultivated a leadership style that fuses innovation, empathy, and a deep understanding of market trends. His open-door policy and people-oriented approach have fostered a culture of inclusivity at UA, where employees are encouraged to share their ideas and contribute to the company’s success.
Winning the ACES Award holds special significance for Paul. For him, it is a recognition of the collective efforts of his team and the trust that UA’s customers have placed in the company. Looking ahead, Paul remains dedicated to driving innovation, expanding UA’s digital capabilities, and continuing to make a meaningful impact. His story is a testament to the power of visionary leadership, and this accolade underscores his contributions to the financial industry and beyond.
