East West Banking Corp.(EastWest) has introduced the EastWest Horizons Club, a specialized banking program designed for emerging affluent Filipinos. This new offering combines personalized financial guidance with lifestyle privileges and priority services, marking the bank’s shift away from generic products toward solutions that match how customers today live, earn, save, and invest.
Targeted at individuals building wealth and managing increasingly complex financial needs, the program covers daily finance management, investment guidance, and rewards linked to account growth. Eligibility starts with maintaining an average daily balance of at least ₱100,000 in fresh funds in a savings or checking account; those reaching ₱500,000 in total relationship balance (with 20 percent in regular deposit accounts) unlock enhanced perks.
Key benefits include a dedicated relationship officer, access to investment specialists, priority branch lanes, a credit card bundle (subject to approval), free monthly InstaPay transfers, and a one-time coffee e-gift for qualified members.
According to Martin Reyes, EastWest’s chief marleting and cash management officer, the initiative is built around partnership and convenience: “Horizons Club is our way of partnering with customers who are actively building their future… delivering practical advantages through smarter tools, better access, and meaningful perks that support real-life goals.”
The program is now available to qualified individual customers across the Philippines.
This highlights a key shift in local banking: financial institutions are now segmenting services to meet the specific needs of the fast-growing emerging affluent segment. By tying financial support directly to lifestyle benefits and growth milestones, EastWest aims to strengthen customer loyalty while helping more Filipinos advance their financial journey—making high-value banking more accessible and relevant to everyday goals.
