Maya, the only all-in-one money platform in the Philippines, is cashing in on its newly minted brand ambassador and chief advocacy officer (CAO) to encourage more Filipinos to embrace digital banking.
The country’s financial services and digital payments company launched a new campaign in collaboration with multihyphenate star and newly-minted brand ambassador and CAO Hope Elizabeth “Liza” Soberano.
Dubbed “My Money. My Bank. My Way.” the campaign aims to bring digital banking to the mainstream and empower Filipinos to take control of their finances with innovations that make money management easier, more personalized, and rewarding.
“The partnership with Liza hopes to communicate that it is about time for Filipinos to make bigger and bolder financial decisions with the help of game-changing innovations. We’re spearheading the industry’s evolution as we make digital banking a breakthrough experience for all,” Pepe Torres, Maya chief marketing officer said.
As brand ambassador, Soberano co-created Maya’s new marketing campaign, breaking the mold of traditional celebrity endorsements and changing the game for marketing financial services.
“I’m excited for everyone to level up their banking experience with me through Maya because I love using their app. On top of that, working with Maya truly feels like a level up for me – it’s a joy to collaborate with them creatively, and I’m excited for the professional challenge of becoming their chief advocacy officer,” Soberano said.
At present, Maya counts over 1.5 million bank customers. It is the no. 1 digital banking app in the Philippines, with the most app downloads and monthly active users among the country’s six licensed digital banks, per intelligence firm data.ai.
“Filipinos trust banks and like the convenience of e-wallets. By providing an all-in-one digital banking app where people can save, spend, borrow, and invest seamlessly, we have simplified the whole financial services experience for consumers. Our strategy has allowed us to deliver a superior and unmatched banking and payments experience, ” Shailesh Baidwan, Maya Group president said.
“Moreover, we’ve seen firsthand that customers who save or borrow transact two to three times more than payments-only users. Our innovations, such as daily interest crediting and gamified savings, have led to a stickier app experience, more types of transactions, and greater share of wallet,” he added.
Data from the Bangko Sentral ng Pilipinas (BSP) 2021 Financial Inclusion Survey shows that 80 percent of adult Filipinos have smartphones. Around 54 percent own a formal financial account, with e-wallet users accounting for 36 percent of this base.
However, only 37 percent of adult Filipinos have savings. Maya expressed confidence this figure will increase with the availability of more seamless digital banking and payment experiences.
