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Type of businessPrivate company
FoundedJanuary 2019; 3 years ago (January 2019)
HeadquartersNew York City, New York, United States
Founder(s)Duckju Kang
Key peopleDuckju Kang (CEO)
  • Financial technology
  • Personal finance

ValueChampion is a personal finance company based in New York City, New York. Its central service is a website that provides analysis and comparison of consumer financial products in Asia and Southeast Asia markets.

The company is a rebranded entity of the ValuePenguin Asia division, which was excluded in the 2018 acquisition of its parent company's US operations.[1][2] As of 2021, ValueChampion serves more than 2.8 million annual users in Singapore, Hong Kong, South Korea, and India.[3]


After receiving a degree in Economics from Yale University, ValueChampion's founder and CEO Duckju Kang worked at hedge funds for four years, specifically Tiger Asia and Cadian Capital in New York. During this time, he met the founder of ValuePenguin, a US-based online service that matches users to different financial products by providing in-depth research and analysis. Kang was interested in replicating the success of ValuePenguin's US-based business model in Asia, thus he joined the company as the Head of the Asia division.[4]

With the addition of Kang to the team, ValuePenguin Singapore — the company's first branch into Asia — launched in August 2016. Within a year and a half, ValuePenguin Singapore had 200,000 monthly visitors from organic search results.[5]

In 2018, Financial technology LendingTree, Inc. made plans to acquire the parent company of ValuePenguin for $105 million.[6] LendingTree and ValueHolding Inc. entered a definitive agreement for the acquisition of ValuePenguin's US-operations in December 2018, thus excluding the business of Value Asia.[7][8] Subsequently, Kang refashioned ValuePenguin Singapore into a new entity called ValueChampion, under the legal entity Value Asia LLC.[9]

Products and Services

ValueChampion provides financial guides, comparative analysis, and reviews of consumer products like loans, insurance, credit cards, investments, SME finance, and savings deposits. By helping to acquire customers for financial institutions that they work with, the company earns a fee for every successful referral.[10] Additionally, ValueChampion conducts case studies and blog articles backed by quantitative research, which are sometimes featured in local news and government sources of Asian and Southeast Asian countries. For instance, such websites in Philippines have cited ValueChampion for research on climate change[11][12], Robo-advisor and financialization of lay investors.

The fin-tech company's goal is to empower consumers in Asia to make better financial decisions. As of 2021, the company's website serves more than 2.8 million users in Singapore, Hong Kong, Korea and India.[13]


By 2021, ValueChampion developed business relationships with dozens of banks, insurers and financial institutions in Asia, including, but not limited to:

  • Aviva
  • Budget Direct
  • Carrot Insurance
  • Citibank
  • DB Protection and indemnity insurance
  • DBS Bank
  • Funding Societies
  • FBD Insurance League
  • HSBC
  • KB Card
  • OCBC Bank
  • PolicyPal
  • Prudential
  • Shinhan Card
  • Standard Chartered
  • Saxo Bank
  • Tiger Brokers


  1. "ValuePenguin SG is now ValueChampion | Singapore Family Online". Retrieved 2021-02-19.
  2. Inc, LendingTree. "LendingTree, Inc. to Acquire ValuePenguin". Retrieved 2021-02-19.
  3. "ValueChampion Singapore". ValueChampion Singapore. Retrieved 2021-02-19.
  4. Kang, Duckju. "Linkedin Profile".{{cite web}}: CS1 maint: url-status (link)
  5. "Singapore Business Directory". Singapore Business Directory. Retrieved 2021-02-20.
  6. Cope, Cassie (December 24, 2018). "After planning for hundreds more Charlotte jobs, here's the next big lending tree move".{{cite web}}: CS1 maint: url-status (link)
  7. Research, Zacks Investment. "LendingTree (TREE) to Acquire for $105M". Zacks Investment Research. Retrieved 2021-02-19.
  8. "Exhibit". Retrieved 2021-02-19.
  9. "Informational Message". Retrieved 2021-02-19.
  10. "Tech in Asia - Connecting Asia's startup ecosystem". Retrieved 2021-02-19.
  11. "CLIMATE CHANGE | Philippines urge policy makers to save earth from climate crisis, not just from pandemic". October 23, 2020.{{cite news}}: CS1 maint: url-status (link)
  12. "Department of Environment and Natural Resources Foreign-Assisted and Special Projects Service eLibrary" (PDF).{{cite web}}: CS1 maint: url-status (link)
  13. "ValueChampion Singapore". ValueChampion Singapore. Retrieved 2021-02-19.

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