Bangkok Asset Management (BAM) is reframing its debt-management model from pure asset recovery to "opportunity management," emphasizing debtor rehabilitation over collection. The "Start Fresh with BAM" program offers distressed borrowers relief via 70% lump-sum settlement or interest-free principal repayment over three years (covering 7,000+ borrowers, ~10 billion baht in debt). Beyond NPL management, BAM is also using non-performing assets to enable affordable housing access. This represents a shift toward human-centered AMC operations that prioritize long-term economic stability and dignity over short-term recovery metrics.