Kroger Rolls Out Personal Finance Program

CINCINNATI -- The Kroger Co. here has quietly begun offering a line of personal finance products that includes home equity loans, first mortgages, credit cards, identity theft protection, and even pet insurance, in most of its 2,400 stores across the country.

The chain has created partnerships with other companies to offer the Kroger Personal Finance product line, and will more vigorously promote the products to consumers around the country in the next couple months, according to a report in the Lexington Herald-Leader.

The chain has posted details about the new personal financial services programs on a Web site, :

"We're the financial services partner for the Kroger family of stores - proud to offer you smart financial products and services," said the chain on the Web site.

Kathy Kelly, president of Kroger Personal Finance, was quoted in press reports as saying the Kroger is offering the financial products through partnerships with other companies as a means of promoting customer loyalty and making its stores a one-stop-shopping destination.
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