Maya, the only all-in-one money platform in the Philippines, launched a new marketing strategy to accelerate its growth in consumer finance and encourage more Filipinos to embrace new financial services such as credit and investments.
The country’s financial services and digital payments company tapped brand ambassador and chief advocacy officer Hope Elizabeth “Liza” Soberano for the new campaign.
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,” said Maya chief marketing officer Pepe Torres.
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.
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.
