Why Atlas Finance Is Still Expanding Its Physical Branch Network

As financial services increasingly move online, Atlas Finance is continuing to expand its physical footprint, reaching 300 branches across South Africa. The milestone highlights the role that face-to-face financial services can still play in communities where digital access, data costs and familiarity with online financial tools may present barriers.

Founded in 1994, the short-term loan provider says it has assisted more than three million South Africans over its three decades of operation. Its branch expansion is aimed at reaching communities where access to financial services remains limited, with the company positioning in-person support as an important part of the customer experience.

“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.

Gopichand argues that physical branches remain important for customers who want to ask questions, understand the terms of a financial product and receive assistance before making borrowing decisions. The company’s approach combines its branch network with digital tools, rather than treating technology as a replacement for in-person engagement.

Reaching Customers Outside Traditional Employment

One example of Atlas Finance’s approach is a loan product designed for domestic workers and gardeners. According to the company, the product has recorded year-on-year growth of 49.2%, with eligibility based on banked income rather than payslips.

The product is intended to address a barrier faced by some people whose income does not fit conventional employment documentation requirements. However, access to credit remains only one part of financial inclusion. Affordability, transparent loan terms and a borrower’s ability to repay are equally important considerations when assessing whether a financial product meets customers’ needs.

Atlas Finance says it also invests in financial education and consumer protection, helping customers understand their rights and make informed decisions. These efforts are particularly relevant in communities where people may turn to unregulated lenders when formal borrowing options are difficult to access.

The Role Of Physical Branches In A Digital Economy

For Atlas Finance, the continued expansion of its branch network reflects its belief that physical access and digital innovation can work together. In-person engagement can provide customers with an opportunity to seek clarification and discuss financial products, while technology can support service delivery and operational efficiency.

“Branches are not a step backwards, they are enablers of inclusion and job creation in our communities,” says Gopichand. “They create spaces where customers feel seen, heard and supported when making financial decisions that impact their lives.”

The company’s 300-branch milestone comes as financial institutions continue to adapt to changing customer expectations and the growth of digital services. Whether a physical network improves access depends not only on proximity, but also on the affordability and suitability of the products offered.

For Atlas Finance, the stated focus is on continuing to serve communities that it believes remain underserved by mainstream financial institutions. Its expansion places access to credit at the centre of that strategy, while also highlighting the importance of responsible lending and informed financial decisions.