Consumer lending was up 7 per cent, reflecting the success of Gem Visa, which went from 80,000 account holders in 2011 to over 100,000 last year.
Gem Visa offers interest free promotions of six months on Visa purchases over $250.
Lending by the company's commercial arm - which targets forestry, transportation and construction - was up 6 per cent.
Conway said deleveraging - by both consumers and businesses - was again a feature "although we we are starting to see that plateau a bit now".
GE Capital this year entered a joint venture with supermarket company Progressive Enterprises to launch a new credit card.
In New Zealand, the company is one of the largest lenders to the middle market sector and has funding relationships with many brands including Harvey Norman, Noel Leeming Group, Mitre 10 and BBQ Factory.
It also an alliance with state-owned KiwiBank.