While many financial institutions are closing branches, Atlas Finance is expanding its physical footprint, reaching 300 stores nationwide. The milestone reflects the short-term loan provider’s strategy to improve access to credit and strengthen financial inclusion in underserved communities.
Source: Supplied. Atlas Finance team at its 300th store opening.
Founded in 1994, the company has assisted more than three million South Africans, with its branch network providing face-to-face financial services to customers who may face barriers to accessing traditional banking.
“This achievement reflects more than business growth, it speaks to the real need for accessible financial services in communities where people want support that is close to home, easy to access and built around their everyday realities,” says Niresh Gopichand, risk director at Atlas Finance.
“For millions of South Africans who remain underserved by traditional banking, a physical branch is far more than a building, it is often the first point of trust. The ability to sit across from someone, ask questions, understand the process and access credit with confidence and dignity remains deeply important.”
Expanding access to credit
Founded in 1994, Atlas Finance serves customers often overlooked by mainstream institutions. Having assisted more than three million South Africans, the short-term loan financial services provider continues to evolve its offerings in line with changing economic conditions and customer needs. Its growing footprint is a deliberate strategy, placing branches in communities where demand is highest and access has historically been limited.
One example of this inclusive approach is Atlas Finance’s specialised loan product for domestic workers and gardeners. Launched three years ago, it has grown 49.2% year-on-year, enabling customers to access credit based on banked income rather than payslips, removing a key barrier for those in informal employment.
The strong uptake highlights both a significant market gap and the power of tailored solutions to provide safe, dignified alternatives to informal lending, empowering thousands to participate more fully in the formal financial system.
While digital innovation continues to reshape financial services, Atlas Finance believes a hybrid model combining technology with physical presence is key to building trust and driving inclusion.
In communities with limited internet access, high data costs and low financial literacy, face-to-face engagement remains a vital part of the customer journey.
“Branches are not a step backwards, they are enablers of inclusion and job creation in our communities,” adds Gopichand. “They create spaces where customers feel seen, heard and supported when making financial decisions that impact their lives.”
Beyond credit, Atlas Finance invests in financial education and consumer protection, helping customers understand their rights and make informed choices critical in an environment where illegal lenders, mashonisas (loan sharks) exploit vulnerable individuals.
"As we celebrate this milestone, our focus remains firmly on the future,” says Gopichand. “Access to credit can change lives when it is provided responsibly and with empathy. For many people, it means being able to put food on the table, keep a small business going, pay school fees or get through an unexpected setback.
"There is still a long way to go in closing the gap in access to finance, and our role is to keep listening, evolving and showing up for the communities that rely on us most.”
