Humanized AI in Action: How MONIX Uses Humanized AI to Redefine Digital Lending for Life Fighters

At Techsauce Global Summit 2025, MONIX showcased how we blend cutting-edge technology with deep customer insight to build FINNIX—Thailand’s Humanized AI-powered lending platform. Through real customer behavior, financial pain points, and continuous innovation, our experts Phutkrong Utiswannakul, Tharat Owntim, and Chanya Sakunratsameephaisan revealed how FINNIX is not just a loan app, but a platform of opportunity for over 1.2 million underserved Thais.

Turning Financial Struggles into Sustainable Credit

In today’s fast-evolving financial landscape, understanding customer behavior is not just a competitive edge—it is a necessity. For millions of Thais living paycheck to paycheck, traditional financial systems often overlook their needs. That is where MONIX steps in—with a mission to humanize finance through technology.

At the heart of this mission is FINNIX, our AI-powered digital lending platform designed to serve the life fighters. In just five years, FINNIX has helped over 1.2 million people transition from informal borrowing to formal credit access. But what makes FINNIX truly different is how we listen, learn, and evolve with our customers.

Listening Between the Lines: What Customers Really Need

In the session “From Exclusion to Equality: Empowering the Underserved with Behavioral Finance,” Phutkrong Utiswannakul, Product Owner Lead at MONIX, shared how FINNIX goes beyond traditional data analysis to uncover the deeper emotional and behavioral challenges faced by underserved customers. Through continuous research and real customer feedback, the team discovered a wide range of hidden pain points—many of which are often overlooked in conventional lending models. These insights became the foundation for designing solutions that not only address financial barriers but also reflect a deep understanding of the lived experiences of our customers. It’s this human-centered approach that transforms FINNIX from a loan app into a platform of opportunity.

These insights became the foundation for four key innovations:

1. FINNIX Line Increase: From “No Credit History” to “More Credit Power”

Many customers were stuck with low credit limits due to missing NCB data and no offered privilege. So we introduced a feature allowing users to upload alternative financial documents—like bank or wallet statements. As a result, 40% of approved customers received credit line increases, and 20% saw their limits double—a testament to how behavior-based lending can unlock real opportunity.

2. FINNIX Coin: Gamifying Good Habits

To encourage on-time payments, we evolved our Star Hunt game into FINNIX Coin—a reward system where every Baht of interest paid on time earns coins. These coins can be redeemed for interest discounts or temporary credit boosts. Since launch in 2023, customers have collected over 2.9 billion coins, saving more than 8.3 million Baht in interest. It is gamification with real financial impact.

3. FINNIX Credit Report: Making Credit Transparent and Understandable

For many underserved individuals, loan rejection often comes without clarity—especially for those who are not tech-savvy, lack financial literacy, or struggle with incomplete documentation. To address this, FINNIX introduced a personalized credit report that helps customers understand and improve their financial standing. The report evaluates three key dimensions: credit usage behavior, completeness of submitted data, and risk behavior insights. By making these factors visible and actionable, customers gain a clearer path to financial improvement. Today, over 70% of FINNIX customers score in the “good” range, proving that when people are given the right tools and guidance, they can build stronger financial habits and unlock new opportunities.

4. Job Opportunities & Financial Literacy: Solving Cash Flow with Career Growth

To help customers facing income instability and daily financial pressure, FINNIX partnered with employers and lifestyle brands to offer job listings and exclusive discounts directly within the app. More than 160,000 customers have explored new career opportunities, while over 120,000 have accessed partner benefits to ease everyday expenses. To further support financial empowerment, we launched free e-learning courses on financial literacy via our website and YouTube—reaching over 62,000 learners who want to build stronger money management skills and unlock new possibilities.

What sets MONIX apart is not just our tech—it is our mindset. We believe that every data point is a story, and every story deserves a solution. By combining behavioral finance, continuous research, and Humanized AI, we are not just building a loan app—we are building a financial ecosystem that uplifts.

Where Human Creativity Meets Generative AI

While AI has transformed how we analyze financial behavior, MONIX is also redefining how we create—especially in the world of visual design. Tharat Owntim, Senior Visual Designer, and Chanya Sakunratsameephaisan, Visual Designer, took the stage in their session, “The Harmony of Human Creativity and Gen AI in Visual Design,” to share how MONIX blends human creativity with Generative AI to craft visuals that resonate deeply with our audience.

“Human creativity & generative AI are no longer rivals. They are co-creators shaping the future of visual design.” — Chanya Sakunratsameephaisan

DASH Approach: The Heart of MONIX’s Design Philosophy

At MONIX, we drive a data-driven culture where Technology, People, and Process work in harmony. Our design team follows the DASH Approach, a framework that ensures every visual is both strategic and empathetic:

• D –Data: Informs design decisions through audience insights and performance metrics
• A –Art: Shapes visual storytelling with creativity, emotion, and brand identity
• S –Science: Optimizes design impact through testing, analytics, and ROI-driven choices
• H –Human: Ensures visuals connect with real people—evoking empathy, clarity, and trust

This approach allows us to create visuals that are not only beautiful but also meaningful and effective.

Gen AI in Action: Transforming the Creative Workflow

MONIX’s design team uses Generative AI to streamline and scale creative tasks, including:

• Persona & Scene Creation: Designing characters and scenes for ad campaigns
• Illustration Creation: Producing visuals without relying on real photography
• Image Editing: Removing, recoloring, or adding elements to enhance visuals
• Voice Over Generation: Creating voiceovers from scripts for video content

In this workflow, prompts act as creative briefs, guiding tone, style, and emotion—turning text into impactful imagery. Despite its power, Gen AI is not perfect. It cannot yet replicate the nuanced realism of human expressions or the precision of manual Photoshop edits. But its value is undeniable.

Real Impact: Time Saved, Costs Cut, Creativity Unleashed

By integrating Gen AI, MONIX has:

• Reduced design time by 50%
• Saved hundreds of thousands of Baht in production costs (no need for studios, casting, or shoots)
• Increased creative output without compromising quality
• Enabled rapid A/B testing to find the most effective styles for each audience

This transformation empowers our team to explore bold ideas, iterate faster, and deliver visuals that truly connect.

“AI does not replace human creativity — it amplifies. A powerful tool that helps creative ideas scale further and faster.” — Tharat Owntim

Wrapping Up: Humanized AI, Inside and Out

From behavioral finance to visual storytelling, MONIX is proving that technology and empathy can co-exist—and thrive together. Whether it is helping underserved communities access fair credit or enabling designers to scale their creativity, our Humanized AI approach is creating real impact. Stay tuned to see how MONIX will continue to evolve FINNIX with new technologies, deeper insights, and even more features designed to uplift lives—one innovation at a time.