Ho Chi Minh City and Singapore, 12 January 2026 - Embed Financial Group Holdings, or EFGH, has established its Vietnam office and appointed Sonny Tran as Chief Executive Officer, Vietnam. The move strengthens the group’s regional execution capability at a moment when digital and financial transformation across Asia is accelerating.
Vietnam is entering a decisive phase of national development. Enterprise digitalisation is rising, International Financial Centres are being launched in Ho Chi Minh City and Danang, and regulatory frameworks for digital technology and artificial intelligence are becoming clearer. Together, these changes create a timely environment for companies that build financial infrastructure to move from development into deployment.
Why Vietnam
Vietnam brings together high digital adoption, a deep pool of technical talent and growing regulatory clarity. These conditions allow infrastructure-led companies to move efficiently from product build to real-world implementation, particularly as demand increases for embedded finance, integrated protection and cross-border digital systems.
For EFGH, Vietnam strengthens execution speed across Southeast Asia and selected African markets. It is where products meet partners and where infrastructure begins to scale through use.
Partnership-Led Growth
A near-term priority for the Vietnam office is accelerating go-to-market execution through strategic partnerships, joint ventures and white label collaborations with local Vietnamese firms.
This approach allows EFGH to work alongside trusted local partners to co-create solutions that are market-ready from day one. Partners gain access to infrastructure that enables rapid deployment of embedded finance and AI-enabled tools, while EFGH scales adoption through established local channels. Growth is driven through collaboration rather than standalone expansion.
Integrated Coverage
The Vietnam team will also support the localised deployment of EFGH’s ConnectSure™ and SMEsure™ stacks. These solutions allow businesses to embed protection directly into their customer journeys.
Protection is built into the flow of digital commerce rather than added on later. It functions much like a seatbelt in a car. Always present, always working, and designed to protect without disrupting the experience.
Leadership Mandate
Sonny Tran was appointed CEO, Vietnam, for his experience building technology teams, executing partnership-led growth strategies and translating complex systems into deployable infrastructure.
His mandate is to lead local execution, deepen partner relationships and ensure that solutions developed in Vietnam are ready to operate across regulated markets.
Leadership Perspectives
Dennis Ng, Executive Chairman of EFGH, said the Vietnam office represents an important acceleration point for the group. Vietnam strengthens EFGH’s ability to scale through partnerships, shorten deployment cycles and build infrastructure that compounds as adoption grows.
Sonny Tran said the focus in Vietnam would be on disciplined delivery. The task is to build systems that can scale repeatedly, not just successfully. Vietnam provides the talent, partners and timing to do that well.
Broader Context
With its Vietnam office, EFGH reinforces its position as a digital financial infrastructure company built for scale. The group grows through partnerships, embeds protection by default and expands in step with regulatory and market readiness.
About EFGH
Embed Financial Group Holdings is a Singapore-headquartered digital financial infrastructure group focused on building the foundational rails for modern commerce.
EFGH designs and deploys embedded finance, programmable protection and cross-border digital systems that allow enterprises and platforms to integrate financial services directly into their customer journeys. Its infrastructure-led approach prioritises scalability, regulatory alignment and long-term operational resilience.
With operations and partnerships across Southeast Asia and Africa, EFGH is purpose-built to connect local economies to the global digital financial system.
Media Contact
Eugene Leow
Global Chief of Communications
Embed Financial Group Holdings
Email: eugene.leow@efgh.xyz
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