In a room filled with journalists, bloggers, vloggers, and digital creatives, financial literacy advocate Salve Ibañez delivered a deeply personal and empowering session that combined technical knowledge with lived experience.
Organized by Tala Philippines, the forum intends to equip content creators with the tools, mindset, and strategies to manage their finances more intentionally.
With a background spanning more than two decades in financial education and journalism, Ibañez brought both authority and authenticity to the discussion.
Shedding her married name, Ibañez- formerly known as Salve Duplito – has shifted her focus from mainstream media to broader financial education. Drawing on her experience with BusinessWorld, the Philippine Daily Inquirer, and ABS-CBN’s DZMM and ANC, she now leads efforts to bring practical financial knowledge to a wider audience through public engagements and digital platforms.
Today, as the founder of Empower and Transform, she speaks as both a financial educator and a co-parent, rebuilding her life with clarity and conviction.
“I started Empower and Transform because I thought I needed passive income. But it became something much bigger, it became my advocacy,” she said.
Real Connection in a Digital Profession
While Ibañez has successfully transitioned into digital platforms, including her own YouTube channel launched after the ABS-CBN shutdown, she emphasized the irreplaceable energy of in-person engagement.
She led the group through a vision board activity, asking participants to distill their goals into one word that could serve as a personal compass. From “freedom” and “security” to “growth” and “purpose,” the exercise sparked quiet reflection and focused intention.
“Even if you just write it down today, you’ll be surprised what happens in a few years,” she said, recalling her own experience of manifesting her dream from a scribbled note on paper.
Stories of Transformation
The session featured not just theory but real-life testimonies. Ibañez shared the story of Aris Baloran, an OFW in Italy who discovered her videos during the pandemic. A gardener and waiter at the time, Baloran reached out for guidance and completed a vision board session with Ibañez over Zoom.
Years later, he is now a registered financial planner, debt-free, and investing in global markets.
“He sold his collection of over 200 sneakers to pay off debts and started investing in the S&P 500,” Ibañez recalled. “Today, he sends me updates every time he ticks off another goal. That’s the power of clarity and commitment.”
Psychology behind saving
Ibañez introduced the concept of behavioral economics to explain why saving money often feels harder than spending it.
She described the brain’s two systems: one that is impulsive, emotional, and reactive – what she calls the “content brain” – and another that is deliberate, strategic, and cautious – her “business brain.”
“Your content brain is great for creativity, but it gets easily tempted by new gadgets, trends, and sales. You need to engage your business brain to ask – is this worth it? Will it improve my income? Is there a smarter option?”
She also warned against the illusion of financial security based on current income, especially in freelance or content-driven careers.
“Don’t budget based on your best month. Budget based on your worst three-month period. Treat your peak months as a bonus, not a baseline.”
Financial freedom
Ibañez offered clear, practical steps for building financial resilience, regardless of income level. Participants were introduced to Tala’s IPON tracker, a tool for tracking small, consistent savings that can grow significantly over time.
She cited the example of a balut vendor in Pasig who saved just P25 a day, gradually increasing the amount over time and eventually building a five-figure emergency fund within a year.
“It’s not about how much you make, it’s about what you do with what you have,” she emphasized.
She encouraged participants to start with high-yield savings accounts, then move on to government-backed instruments like the Pag-IBIG MP2 before exploring mutual funds or exchange-traded funds. She warned against investing in stocks without a working knowledge of financial statements.
“If you don’t have conviction in what you’re buying, you’ll panic when the market drops. Understanding your investment is important,” she cautioned.
Ibañez left participants with a reminder that financial literacy is not just about wealth, it’s about intention, peace of mind, and long-term freedom.
“I’ve raised my kids, gone through difficult transitions, and I’m still here, still learning. You don’t need to be perfect. You just need to start. Take one small step today, and let that momentum carry you forward,” she reminded participants who responded with quiet agreement.
