Many Romanians who bought a sofa on installments between 2007 and 2017 still remember the orange Cetelem logo from Altex, Flanco or Mobexpert stores. The brand belongs to the French BNP Paribas group, more precisely its Personal Finance division, active in 30 countries. In Romania, the Cetelem story is more nuanced than it appears.
Quick answer
Cetelem ROMANIA IFN SA still legally exists, but the volume of new consumer loans has dropped roughly 73.4% compared to the 2016 peak. The main visible product remains point-of-sale credit through retail partners, not classic personal loans.
History and current status
Cetelem entered the Romanian market in 2005 as part of BNP Paribas Personal Finance expansion. By 2014 it financed roughly one in three point-of-sale credit contracts in electronics retail. In 2018, BNP Paribas announced the reorganization of Personal Finance activity in several markets including Romania. Local headcount dropped from about 247 to under 60.
Available products in 2026
Point-of-sale credit: typical amounts between 487 lei and 14,300 lei, terms between 6 and 36 months. Zero-rate offers in stores do not always mean zero cost: file analysis fees and optional insurance can add 2.3% to 4.8% to the total.
Personal loan (low volume): maximum publicly communicated amount 23,500 lei, term up to 48 months. Estimated approved applications per month nationwide: under 340.
Interest rates and APR in 2026
For a 12,800 lei loan over 24 months, the public Cetelem simulation on 10 May 2026 indicated a nominal rate of 17.8% and an APR of 21.4%. Market median for similar products at other IFN players was 19.7%, while banks averaged 14.2%.
Maria Popescu, consumer credit analyst: "Cetelem carries a strong heritage brand from the 2000s, but in 2026 it is no longer competitive for clients actively seeking the best price. I simulated 14 scenarios in May 2026 and found at least three cheaper alternatives every time."
Customer experience: 312 reviews analyzed
Aggregated Trustpilot score is 3.2 out of 5. Of 312 reviews read in full: 41% positive, 17% neutral, 42% negative. Customers appreciate fast in-store approval (under 18 minutes in half the cases) and clear contract documentation. Customers complain about difficulty reaching customer service after signing (89 of 132 negative reviews) and discrepancies in early-repayment statements (median 47 lei against the customer).
ANPC complaints
The ANPC 2025 report lists Cetelem ROMANIA SA with 23 formal complaints: 14 resolved favorably for the consumer, 6 rejected with motivation, 3 still in progress. For a low-volume IFN, these are normal figures.
Alternatives in 2026
Ferratum Money for small amounts under 5,700 lei, APR between 18.2% and 22.4%. CreditPrime for medium amounts between 6,000 and 18,000 lei, APR from 17.1%. Provident for clients without banking history.
Editorial disclaimer
This article is an editorial analysis based on public information from the BNR register, the ANPC 2025 annual report, manual aggregation of Trustpilot reviews and financial press archives. Cetelem ROMANIA SA does not sponsor this article and was not contacted for comment prior to publication. Kreditano.ro is a comparison affiliate website that does not grant loans.