CEBUANA Lhuillier came to rely on its unique BrickTech strategy, an approach combining an extensive and robust expansion of physical branches (Brick) with the rapid integration of technological innovations through a proprietary platform to enhance services and expand product offerings (Tech).

Cebuana Lhuillier initiated an aggressive nationwide branch expansion in 1990, aiming to establish as many branches as possible across the country to make its services and products readily available to Filipinos.