Chapter 1

Introduction

Formally established in 1988, PJ Lhuillier Group of Companies (PJLGC) is a

dynamic, multi-industry company that owns and operates businesses dealing with
pawning, international and domestic money remittance, microinsurance, bills
payment, electric load, remit to account, collections and corporate payout services,
banking, retail, hotel and restaurant management, information technology
management, sports management, and real estate.
PJLGC is the proud parent company of the Cebuana Lhuillier Pawnshop, the leading
and largest non-bank financial services provider in the Philippines, with over 1,700
branches nationwide.
Businesses under PJLGC also include Cebuana Lhuillier Services Corporation,
Cebuana Lhuillier Insurance Solutions, Cebuana Lhuillier Bank, Just Jewels, Le
Soleil de Boracay, Palm Rock Residences, Phiten Philippines, My Singapore Food
Street, and Cebuana Lhuillier Foundation, Inc.
 Background

Company Profile

The P.J. Lhuillier Group of Companies is composed of various companies ranging

from its flagship business of pawn brokering to local and international remittance,
micro-insurance, rural banking, hotel and restaurant management, jewelry and
sports accessory retail, information technology, real estate, professional
management, and corporate social responsibility.

History of the Firm

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.
1933
A young enterprising Frenchman named Henry Leon Lhuillier set sail from his home
country to the Philippines.
1953
Henry Lhuillier opened the first Agencia Cebuana in Cebu.
1969
Henry Lhuillier’s second son, Philippe Jones Lhuillier, opened his first branch at
Libertad Street, Pasay.
1987
Agencia Cebuana adopted Cebuana Lhuillier as its trade name.
1990
We expanded bullishly nationwide.
1994
Total number of our branches exceeded 200.
1996
Cebuana Lhuillier Services Corporation, our money remittance and auxiliary financial
services arm, was established.
 1998
Eldest son Jean Henri Lhuillier assumed the duties of his father Philippe Jones as
Executive Vice President and General Manager.
Cebuana Lhuillier Rural Bank, our banking arm, was established.
1999
Cebuana Lhuillier Insurance Solutions, our insurance arm, was established.
2000
Cebuana Lhuillier opened its 700th branch and was recognized as the largest chain
of pawnshops in the world by Guinness World Records.
2001
The Chamber of Pawnbrokers of the Philippines honors Ambassador Phillipe J.
Lhuillier with its Presidential Award for his unrelenting service to the industry.
2008
Sarah Geronimo became the brand ambassadress of Cebuana Lhuillier.
2009
We incorporated the latest technology in our branches for faster, smoother, and
better services. Our pawning business became the first in the industry to take
advantage of computer systems and applications to innovate and diversify our
services.
E-load service was made available in all branches through a system developed
internally through partnerships with telecommunications companies.

We became the first in the industry to use SMS to improve our services. We were
the first to send an expiry notice through SMS and in the following year, we sent the
first remittance receipt notice through SMS—both considered breakthroughs in the
industry.
We introduced our loyalty rewards program, 24k Rewards Program, another first in
the industry.
2010
We introduced our collections service to companies.
The bills payment service was offered through direct partnerships with utility
companies, schools, and other partners.
Our pawning business introduced the Renew Anywhere service in all our branches.
2011
Our branches hit the 1,500 mark.
 2012
Our partner companies officially exceeded 80, a feat in the industry.
Our 24k Rewards Program had its 2,500,000th member.
We staged our grandest event yet a series of nationwide concerts which we called
Pistahang Cebuana, featuring Sarah Geronimo to celebrate our 25th anniversary.

2013
Coco Martin became part of our family.
We established our first overseas branch in Hong Kong.
2014
Our 24k Rewards Program already reached five million members.
2015
We opened a marketing office in Dubai.
Our number of branches reached over 1,800.
CLIS obtained ISO 9001:2008 certification.
We added OFW Loans to our roster of products.
2016
Alden Richards became part of our family.
Launched the new Cebuana Lhuillier Finance Corporation to widen its service from
pawning to other non collateralized micro loans.
We formed the Cebuana Lhuillier Marketing Services, Inc. to extend our services to
corporate account units, SMEs, and micro entrepreneurs.
2017
We celebrated our 30th year with a 3 part concert in Mall of Asia Arena, The Hoops
Dome in Cebu and USEP in Davao.
Our number of branches reached over 2,200.
We became the Philippine's Premiere Micro Financial Institution and The Country's
Largest Lending Network.
We implemented a disaster resilience campaign launched via a Forum and capped
by giving free insurance to 1M Filipinos during the “Pilipino Protektado Day.”
We reached more than 1,000,000 partner locations globally and more than 4,000
partner locations locally.
Cebuana Lhuillier loyalty rewards program, 24K, reached more than 9M members.
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.
We reached the 1 million mark for Micro Savings account holders in June 2019.
 Company Mission
To enable more Filipinos to have access to financial solutions.

Company Vision
To be the best and preferred microfinancial and business-to-business solutions
partner with a heart.

Organizational Structure

Philippe Jones Lhuillier

CHAIRMAN AND FOUNDER
Jean Henri Lhuillier
PRESIDENT AND CEO
Philippe Andre Lhuillier
SENIOR EXECUTIVE VICE PRESIDENT
Marissa Ancog
FIRST VICE PRESIDENT AND GROUP HEAD
Corporate Planning
Jonathan Batangan
FIRST VICE PRESIDENT AND GROUP HEAD
Cebuana Lhuillier Insurance Solutions, Cebuana Lhuillier Foundation, Inc.,
Delia Cuevas
FIRST VICE PRESIDENT AND GROUP HEAD
Finance
CHIEF FINANCE OFFICER
Atty. Rose Ereño
FIRST VICE PRESIDENT AND GROUP HEAD
Legal Services
CHIEF LEGAL OFFICER
Dennis Valdes
Cebuana Lhuillier Rural Bank President
Jose Miguel Jimenez
FIRST VICE PRESIDENT AND HEAD
Pawnshop Operations Group
 Rafael Ladao
SENIOR ASSISTANT VICE PRESIDENT AND EXECUTIVE ASSISTANT TO THE
PRESIDENT
Office Of The President
Ergilio Ong
SENIOR VICE PRESIDENT AND GROUP HEAD
Information and Communications Technology
CHIEF INFORMATION OFFICER
Michael Sena
FIRST VICE PRESIDENT AND GROUP HEAD
Integrated Marketing and Communications
Jo-Ann Tacorda
FIRST VICE PRESIDENT AND GROUP HEAD
Corporate Services
CHIEF ADMINISTRATIVE OFFICER
Servino Gonzales
FIRST VICE PRESIDENT AND GROUP HEAD FOR PROPERTIES
Julius Baricaua
GENERAL MANAGER
P&EL Realty Corp.
Jimmy Coscoluella
GENERAL MANAGER
Le Soleil de Boracay
Gilbert Uy
GENERAL MANAGER
Bacau Bay Coron
Erlinda Sumañga
GENERAL MANAGER
Cebuana Lhuillier Services Corporation
 Company Policy

Cebuana Lhuillier Privacy Notice

PJ Lhuillier, Inc., the company behind Cebuana Lhuillier, is committed to respecting
and protecting your data privacy rights as a data subject in
accordance with RA 10173 (“Data Privacy Law of 2012”), its Implementing Rules and
Regulations and other applicable laws of the Republic of the Philippines.
Why do we process your personal information (PI)?
We process PI for the following reasons:
 Process your transaction(s) whenever you avail of our products and services;
 Address your inquiries, concerns or complaints;
 Comply with laws and regulations governing our products and services (i.e.
AMLA, CIC, etc); and
 Inform you about our new product/services offerings and promotions (“direct
marketing”).
Data Sharing
We may also share your PI with:
1. Our accredited third party personal information processors such as
contractors, vendors, financial and legal consultants.
2. Our affiliate companies (for commercial purposes, including direct marketing
or profiling)
Such data sharing shall be done in a manner compliant with the Data Privacy Act of
2012. Your PI may also be processed electronically and/or manually.
Security Measures
We employ a combination of organizational, contractual, physical, procedural and
technical security measures to secure your PI that we process. Only authorized
personnel shall have access to your PI. We will retain your PI related to transactions
for a minimum of ten (10) years to comply with applicable laws. On the other hand,
PI collected from inquiries, complaints/concerns or during events will be retained for
two (2) years.

Access, Correction and Erasure/Blocking

You have the right to request for a copy of your PI that we keep as well as request
for the correction of any inaccurate data.
You likewise have the right to suspend, withdraw or order the blocking, removal or
destruction of your PI from our system.
 Consent
You have the right to object or withhold consent to the processing of your PI.
However, if you choose not to provide us with the required PI, we may be unable to
provide you with the service requested or provide appropriate advice or service.

What information do we process?

To process general inquiries or concerns about the products and services we offer:
 Your Full Name
 Your E-mail Address
 Contact numbers
To process your transactions covered by RA 9160, Anti-Money Laundering Law Act
of 2001, as amended:
 Name
 Present address
 Date and place of birth
 Nature of work, name of employer or nature of self-employment/business
 Contact details
 Specimen signature
 Source of funds
 Permanent address
 Nationality
 Identification Cards
 Name, present address, date and place of birth, nature of work and source of
funds of beneficial owner or beneficiary, whenever applicable
 When the customer or authorized representative is a foreign national,
passport or Alien Certificate of Registration issued by the Bureau of
Immigration
As part of due diligence, we may collect information about religious affiliation in the
event the date of birth cannot be provided (due to religious beliefs) as this is required
information under the law.
If reasonably necessary, we may also process your sensitive personal information
such as credit card details.
Limitation on Rights
The foregoing rights with respect to your PI shall not apply to the processing of
personal data gathered for the purpose of investigations in relation to any criminal,
administrative or tax liabilities that you may have, provided that we will process the
same only to the minimum extent necessary to achieve the purpose of said
investigations.