Inclusion and innovation: What brands can learn from e-wallet marketing in the Philippines

Jean Arboleda

TBWA\SMP’s Jean Arboleda looks at how COVID-19 has accelerated digital banking in the Philippines and what brands can do to differentiate themselves in an increasingly competitive industry.

This article is part of a Spotlight series on e-wallet marketing in Southeast Asia. Read more

The pandemic was a catalyst for a seismic shift in personal finance in the Philippines. Once a cash-based economy, the Philippines saw exponential growth in the adoption of e-wallets and digital banks during the COVID-19 pandemic. 

According to a recent YouGov survey, only 63% of Filipino working professionals used digital payment methods before the pandemic, the lowest of the 10 Asian countries surveyed. When the pandemic kicked in, the Philippines registered the highest number of first-time users of digital payment methods...

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