The continued growth of Indonesia's population has resulted in an increase in the number of households, which has resulted in a strong demand for housing. Home financing businesses are dominated by banking. The multi-finance industry is a promissing industry. The proportion of home financing for multi-finance companies is still below 1% compared to total home financing in Indonesia. One of the main problems faced by multi-finance distribution related to home financing is the issue of education and opening the market to the public. Also, the brand image of multi finance companies for home financing is still not well socialized. Little is known about the moderating effect of brand image in the relationship between behavior intention and home financing intentions in multifinance companies. The objective of the study is to invetigate the moderating effect of brand image among attitude, subjective norm, and perceived behavior control on customer intention when choosing a home financing in a multi-finance company using the TPB Model. The population was observed in the greater Jakarta area. The data was analyxed using SPSS v25 and smart PLS3. The finding contributes to the TPB model literatire with the moderator variable of multi-finance's brand image. The partical implication of the study is for the manager to consider the strategy for scaling up business home financing in a multi-finance company.