TECHNOLOGICAL INSTITUTE OF THE PHILIPPINES:

AN ENVIRONMENT EVALUATION STUDY USING BUSINESS ANALYSIS TOOLS

PART ONE:

THE COMPANY
AND ITS BACKGROUND
 TECHNOLOGICAL INSTITUTE OF THE PHILIPPINES:
AN ENVIRONMENT EVALUATION STUDY USING BUSINESS ANALYSIS TOOLS

HISTORY

Cebuana Lhuillier Pawnshop (formerly known as Agencia Cebuana) commonly known

as Cebuana, is a Philippine-based pawnshop, and the flagship brand of PJ Lhuillier Group

of Companies. Jean Henri Lhuillier is the current President of CEO of Cebuana. Cebuana

Lhuillier is a non-banking financial institution offering services such as pawn-brokering,

money remittance, insurance, bills payment, remit-to-account, corporate payout,

collections, and e-loading.

Through the years, we have grown to become one of the country’s strongest financial

services companies. Since opening our first Agencia Cebuana in Cebu, we have been

undergoing breakthroughs to achieve our vision of becoming the best.

In 1933 A young enterprising Frenchman named Henry Leon Lhuillier set sail from his

home country to the Philippines. He opened the first Agencia Cebuana in Cebu in 1953.
 TECHNOLOGICAL INSTITUTE OF THE PHILIPPINES:
AN ENVIRONMENT EVALUATION STUDY USING BUSINESS ANALYSIS TOOLS

Moreover, in 1969 Henry Lhuillier’s second son, Philippe Jones Lhuillier, opened his first

branch at Libertad Street, Pasay. In 1987 Agencia Cebuana adopted Cebuana Lhuillier

as its trade name and in 1990 it expanded bullishly nationwide. As what the company’s

mission, in enabling more Filipinos to have access to financial solution the company

reached the total number of branches exceeding 200 in 1994. 2 more years

Cebuana Lhuillier Services Corporation, the company’s money remittance and auxiliary

financial services arm, was established. Furthermore in 1998 the Eldest son Jean Henri

Lhuillier assumed the duties of his father Philippe Jones as Executive Vice President and

General Manager. Cebuana Lhuillier Rural Bank, banking arm, was established and later

on Cebuana Lhuillier Insurance Solutions, insurance arm, was established too. In 2000

Cebuana Lhuillier opened its 700th branch and was recognized as the largest chain of

pawnshops in the world by Guinness World Records. As time passed by in year 2008

Sarah Geronimo became the brand ambassadress of Cebuana Lhuillier. In 2009-2010

this was happened. They incorporated the latest technology in our branches for faster,

smoother, and better services. Their pawning business became the first in the industry to

take advantage of computer systems and applications to innovate and diversify their

services. E-load service was made available in all branches through a system developed

internally through partnerships with telecommunications companies. They became the

first in the industry to use SMS to improve their services. They were the first to send an

expiry notice through SMS and in the following year, they sent the first remittance receipt

notice through SMS—both considered breakthroughs in the industry. Also they introduced

their loyalty rewards program, 24k Rewards Program, another first in the industry. They
 TECHNOLOGICAL INSTITUTE OF THE PHILIPPINES:
AN ENVIRONMENT EVALUATION STUDY USING BUSINESS ANALYSIS TOOLS

introduced their collections service to companies. The bills payment service was offered

through direct partnerships with utility companies, schools, and other partners. Their

pawning business introduced the Renew Anywhere service in all our branches. On the

following year 2011 their branches hit 1,500 mark and in 2012 their partner companies

officially exceeded 80, a feat in the industry. Their 24k Rewards Program had its

2,500,000th member. They staged their grandest event yet—a series of nationwide

concerts which the company called Pistahang Cebuana, featuring Sarah Geronimo—to

celebrate their 25th anniversary. Coco Martin also join the family in year 2013 and

establish the first overseas branch in Hong Kong. And in 2014 the 24k Rewards Program

already reached five million members. 2015 they opened a marketing office in Dubai.

Their number of branches reached over 1,800. CLIS obtained ISO 9001:2008

certification. they added OFW Loans to our roster of products. 2016 Alden Richards

became part of the family. Launched the new Cebuana Lhuillier Finance Corporation to

widen its service from pawning to other non collateralized micro loans. They formed the

Cebuana Lhuillier Marketing Services, Inc. to extend their services to corporate account

units, SMEs, and micro entrepreneurs. 2017 they celebrated our 30th year with a 3 part

concert in Mall of Asia Arena, The Hoops Dome in Cebu and USEP in Davao. And the

number of branches reached over 2,200. The company became the Philippine's Premiere

Micro Financial Institution and The Country's Largest Lending Network. They

implemented a disaster resilience campaign launched via a Forum and capped by giving

free insurance to 1M Filipinos during the “Pilipino Protektado Day.” They reached more

than 1,000,000 partner locations globally and more than 4,000 partner locations locally.
 TECHNOLOGICAL INSTITUTE OF THE PHILIPPINES:
AN ENVIRONMENT EVALUATION STUDY USING BUSINESS ANALYSIS TOOLS

Cebuana Lhuillier loyalty rewards program, 24K, reached more than 9M members.

Currently In 2019 Launched Cebuana Lhuillier Micro Savings, a product intended to

provide Filipinos with a more convenient and affordable means to save their hard-earned

money. The company reached the 1 million mark for Micro Savings account holders in

June 2019.

Through the years, Cebuana have grown to become one of the country’s strongest

financial services companies. Since opening their first Agencia Cebuana in Cebu, they

have been undergoing breakthroughs to achieve their vision of becoming the best.

VISION
In the year 2020, Cebuana Lhullier envisions itself to be:

To be the best and preferred micro financial and business-to-business solutions partner

with a heart.

MISSION
The Cebuana Lhullier is committed:

To enable more Filipinos to have access to financial solutions.