The Bank of the Philippine Islands (BPI), led by the Ayala Group, has launched its first-ever “phygital” branch in Mindanao, marking a new era in customer banking. The BPI branch in Lanang, Davao City is part of a larger 25-hectare development set to become a leading waterside business and residential hub.
The “phygital” model combines the best of both digital and traditional banking, offering a seamless experience that blends the convenience of digital transactions with personalized, in-branch service. Customers enjoy the ease of self-service digital banking while being guided by concierge staff and quick transact assistants who support in completing digital transactions.
Dennis Fronda, BPI branch channel head, explained that the hybrid approach enhances customer satisfaction by providing easy access to both digital and human-assisted services. “This phygital bank combines the convenience of digital banking with the personalized service of physical branches,” Fronda said, highlighting the bank’s focus on a smooth customer experience.
The new branch features exclusive lounges for premium clients, as well as specialized staff for managing the lobby and assisting with transactions.
BPI first introduced the “phygital” concept in 2023, recognizing the increasing demand for digital services, while still valuing the importance of face-to-face client interaction. Ma. Cristina Go, BPI consumer banking head, emphasized the bank’s commitment to providing personalized financial guidance alongside digital banking solutions. “As our customers go more digital, we’re transforming our branches into centers of personalized financial guidance,” Go said.
In addition to enhancing service, BPI continues its focus on sustainability, with 17 of its 55 phygital branches nationwide earning EDGE certification for environmentally conscious design. This means its buildings have earned recognition as resource-efficient structures under a program started by the International Finance Corp. (IFC), the private investment arm of the World Bank.
The bank plans to open 25 more phygital branches and upgrade its existing locations over the next five years, further cementing its dedication to innovation, accessibility, and sustainable banking practices.
