PHILIPPINES — For the millions of Filipino adults who remain unbanked, it’s a daily struggle that stifles their potential. According to the Bangko Sentral ng Pilipinas (BSP), 44% of Filipinos remain unbanked, but behind the number are real lives navigating daily trade-offs between today’s needs and tomorrow’s hopes. It’s the Overseas Filipino Worker (OFW) sending remittances home, hoping every peso finds its mark. It’s the TNVS driver dreaming of owning his own vehicle, but grappling with the immediate demands of rent, tuition, and groceries. It’s the sari-sari store owner who needs access to quick capital to replenish her inventory but can’t get a loan because she has no collateral or credit history.
In 2025, UnionDigital Bank, the digital banking subsidiary of Union Bank of the Philippines, launched the Kaya Mo Movement, a brand-led, community-powered campaign designed to make financial inclusion more accessible and real for underserved Filipinos.
Rooted in this mission, the Bank empowers Filipinos through accessible financial tools, responsible lending solutions, and customer-first innovations that help them move forward with confidence toward their financial goals.
Reimagining banking for the underserved
UD’s transformative brand refresh, which ignited the Kaya Mo Movement, is rooted in this profound understanding of the unbanked and underserved. “Kaya Mo is more than a tagline. It is a movement to shift how we think about inclusion as the foundation of genuine, long-term progress. We’re not just refreshing how we look; we’re refreshing how we serve,” explains Danilo “Bong” Mojica II, PhD, President and Chief Executive Officer of UnionDigital. “We are deeply committed to helping Filipinos to achieve their financial goals, transforming aspirations into tangible realities for all.”
Igniting the Kaya Mo Movement
The year 2025 was a turning point for the Bank as they unveiled a more human UnionDigital, positioning itself as a ka-diskarte that speaks the language of every Filipino. Central to UD’s message is an infectious anthem that weaves pride and hope into the narrative of daily work. Lyrics such as, “Bawat Pilipino may sariling kwento, kwento ng sipag, ng tapang at talino. Kahit may pagsubok, tuloy lang ang laban. Lahat nagsusumikap para sa bukas na maganda,” provide a soundtrack to the Filipino hustle, affirming that every effort and every ipon is worthy of recognition.
Under the Kaya Mo Movement Campaign, UD fostered genuine connection through compelling real-life narratives that mirrored the struggles and triumphs of everyday Filipinos. The authenticity of these stories was amplified through impactful partnerships, notably with popular ambassador Cong TV, whose grassroots appeal resonated with millions.
Recognizing the importance of grassroots connections, the Bank actively pursued direct, on-ground engagement, connecting with thousands of community members beyond its digital channels through a comprehensive suite of financial literacy initiatives.
UD built trust by introducing relevant financial tools for daily income management among TNVS driver groups and transport communities. Parallel efforts included UD’s partnership with Hapinoy through their monthly Caravans, bringing hands-on training, product demonstrations, and practical digital finance knowledge to sari-sari store owners across Metro Manila.
These diverse and personal interactions have been instrumental in building deep community trust and directly driving thousands of new app users, embodying UD’s commitment to making digital financial solutions accessible and impactful for every Filipino.
A year of unprecedented growth
This community-first strategy translated into tangible business impact. In 2025, UnionDigital Bank recorded over 1 million app installs and a 40% increase in onboarded customers—many entering digital banking for the first time.
These gains were not driven by reach alone, but by relevance. From simplifying onboarding journeys to redesigning app features around real-life money behaviors, UnionDigital focused on reducing friction and building confidence at every touchpoint.
“Every detail—from the intentional accessibility and intuitive redesign of our app to the carefully crafted community programs—is engineered to reflect the daily realities and genuine needs of our users,” notes Mike Magpily, UnionDigital Bank Chief Marketing Officer.
Beyond acquisition, the Kaya Mo Movement delivered meaningful financial outcomes. In 2025, the Bank extended over ₱6 billion in loans to more than 200,000 Filipinos, providing first-time access to formal credit for many and enabling them to invest in livelihoods, education, and everyday needs.
Together, these results demonstrate how inclusive design, responsible lending, and community-led engagement can unlock both social impact and sustainable business growth.
Sustaining the Kaya Mo movement
UnionDigital Bank’s transformative year in 2025, driven by the Kaya Mo Movement, stands as a testament to the impact of purpose-driven marketing in the creative economy. It’s a story of a brand that looked beyond the conventional banking model, choosing instead to listen, empathize, and innovate for the millions of unbanked and underserved individuals, fostering a belief in their own financial potential.
As UnionDigital Bank continues its journey, it reinforces its core belief: that progress truly begins when people are given not just choices, but the tools, to actively empower their everyday lives. Building on the powerful conviction that Kaya Mo, the Bank is now channeling this inspiration into tangible action, encouraging Filipinos to engage their innate diskarte through the UD app, ultimately building better, everyday financial habits.
Indeed, in the Philippines, thanks to the Kaya Mo Movement, millions now believe: Kaya Mo, Kaya Natin, Sama-sama Kaya Natin Lahat.
