In a heartfelt initiative that redefined the spirit of Valentine’s Day, Asia Asset Finance PLC partnered with the ‘Worthy of Love’ charity organisation to honour a group often overlooked on this special day—senior citizens.

Through this compassionate campaign, Asia Asset Finance reached out to its senior customers, many of whom are not always prioritised but remain an invaluable part of society. Each of them received a thoughtful gift, reminding them that they are respected, valued, and truly loved.

However, this initiative went beyond just spreading joy. The campaign was also a mission of hope. In collaboration with Worthy of Love, every cent from the gifts was donated to the Cancer Hospital, bringing relief and support to those battling life-threatening illnesses.

Speaking on the initiative, Rajiv Gunawardana, CEO of Asia Asset Finance PLC, expressed his heartfelt sentiments:

“At Asia Asset Finance, we believe love is more than just words—it’s about action. Our senior customers have been the backbone of our society, yet too often they are not prioritised. This campaign was our way of showing them that they are valued, that they matter, and that they are never forgotten. At the same time, we wanted to extend that love to those fighting their hardest battles at the Cancer Hospital. Love is at its most powerful when it is shared, and we are honoured to have been able to make a difference in the lives of so many.”

Asia Asset Finance PLC is a Fitch A+ rated financial institution with a 54-year legacy of trust and reliability. As the only Sri Lankan subsidiary of the global giant Muthoot Finance, the company operates with the financial strength and expertise of one of the world’s most successful financial groups. With an expansive network of 100 branches across the country, Asia Asset Finance is committed to providing innovative financial solutions while staying true to its core values of compassion, inclusivity, female empowerment, and customer care.

This commitment extends beyond banking. By donating the proceeds of this campaign to the Cancer Hospital, Asia Asset Finance has once again demonstrated its dedication to corporate social responsibility, proving that success isn’t just measured in numbers but in the impact a company makes on people’s lives. The event was met with overwhelming appreciation from senior customers, many of whom expressed how deeply moved they were by the unexpected gesture. For some, it was the first time in years they had been remembered and celebrated on Valentine’s Day.

As businesses increasingly recognise the importance of purpose-driven initiatives, Asia Asset Finance PLC has set an example by showing that true corporate strength lies in compassion, care, and making a lasting impact.

This Valentine’s, love wasn’t just celebrated. It was shared, honoured, and given back to those who needed it most.