Cebuana Lhuillier is expanding its technology-enabled services with the rollout of Cash Accepting Machines (CAMS) across its nationwide branch network, giving customers another option for routine financial transactions while retaining access to in-person assistance.
Developed in partnership with ECPay, the self-service terminals allow customers to cash in, load mobile phones, pay bills and complete top-ups without having to rely entirely on branch personnel.
The rollout taps Cebuana Lhuillier’s network of more than 3,500 branches nationwide, potentially bringing automated financial services closer to communities already using the company’s traditional offerings.
“Our goal is to make every interaction with Cebuana Lhuillier as convenient and seamless as possible. CAMS gives our customers more choice in how they complete everyday transactions,” Cebuana Lhuillier President and CEO Jean Henri Lhuillier said.
The initiative comes as financial-service providers increasingly combine physical locations with digital and automated channels to accommodate customers seeking faster ways to complete routine transactions.
Senior Executive Vice President Philippe Andre Lhuillier said the machines expand the range of services customers can access while preserving the familiarity of Cebuana Lhuillier’s branch network.
CAMS will complement the company’s existing services, including remittance, pawning and bill payments. Customers can independently complete selected transactions through the machines, while branch personnel remain available to provide assistance when needed.
The deployment also points to a broader evolution in the role of Cebuana Lhuillier branches. Rather than serving solely as conventional transaction counters, the locations can function as more flexible financial-service hubs where automated and assisted services operate alongside each other.
For Cebuana Lhuillier, the approach allows technology to be layered onto an established physical footprint, expanding self-service options without removing the face-to-face support that remains part of its branch-based model.
