After having undergone changes in the late 2000s, including the acquisition of GE Money Thailand, and Bank of Ayudhya unified its subsidiaries and rebranded. In 2014, the bank rebranded as "Krungsri" (shortened from กรุงศรีอยุธยา, "capital city/revered city Ayutthaya"), the bank's formal name and use tagline Make Life Simple. In the media, the formal and colloquial names are used interchangeably, while for the bank's own marketing (such as logos, URL, storefronts, ATMs, bank cards and promotional material) "Krungsri" is used.
In February 2023, Krungsri launched its brand refresh and updated Thai slogan of “Make Life Simple” (“ชีวิตง่าย ได้ทุกวัน”).
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ATMs: 5,605
Exchange Booths: 42
Krungsri Exclusive: 44
Krungsri The Advisory: 6
Krungsri Private Banking: 1
Krungsri Business Centers: 61
First Choice Branches + Dealers: 89 + 21,307 respectively
Krungsri Auto Dealers: 8,636
Microfinance Branches (TIDLOR): 1,430
Overseas Commercial Bank (HTB): 171
EDC Machines: 51,777
Banking Agents Touch Points: > 161,010
Subsidiaries, Joint Ventures, and Associate
Bank of Ayudhya's investments in subsidiaries, associates and joint ventures net as of 31 December 2016 and 2015.
Auto HP
Ayudhya Capital Auto Lease PCL. (AYCAL)
Krungsri Leasing Services Co., Ltd. (KLS)
Microfinance
Ngern Tid Lor Public Company Limited (TIDLOR)
Krungsri Non-Deposit Taking Microfinance Institution Co., Ltd. (KSM)
Commercial Bank
Hattha Bank Plc. (HTB)
Securities
Krungsri Securities PCL. (KSS)
Krungsri Capital Securities PCL. (KCS)
Investment
Krungsri Asset Management Co., Ltd. (KSAM)
Leasing
Ayudhya Development Leasing Co., Ltd. (ADLC)
IT Services
Krungsri Nimble Co., Ltd. (KSN)
Asset Mgmt.
Krungsri Ayudhya AMC Ltd. (KAMC)
Credit Card
Krungsriayudhya Card Co., Ltd. (KCC)
Personal Loan & Sales Finance
Ayudhya Capital Services Co., Ltd. (AYCAP)
Lotus’s Money Services Ltd. (LMP)
General Card Services Ltd. (GCS)
Debt Collection
Total Services Solutions PCL. (TSS)
Support
Siam Realty and Services Security Co., Ltd. (SRS)
Hattha Services Co., Ltd. (HSL)
Life Insurance Broker
Krungsri Genesis Company Limited (KGS)
Lotus’s Life Assurance Broker Ltd. (LLAB)
Non-Life Insurance Broker
Krungsri General Insurance Broker Ltd. (KGIB)
Lotus’s General Insurance Broker Ltd. (LGIB)
Venture Capital
Krungsri Finnovate Co. Ltd. (KFin)
Consumer Finance
SB Finance, Inc. (SBF)
SHBank Finance Company Limited (SHBF)
HC Consumer Finance Philippines, Inc. (HCPH)
HCPH Financeing 1, Inc. (HCPH1)
HCPH Insurance Brokerage, Inc. (HCPHI)
PT. Home Credit Indonesia (HCID)