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Maya secured two Silver Anvil Awards at the 61st Anvil Awards for the launch campaign of Maya Black, its first branded credit card, as digital banks intensify efforts to expand consumer credit in the Philippines.
Key Details
The awards, organized by the Public Relations Society of the Philippines, recognized the campaign in the categories “Best Use of Influencers” and “Launch Event”. The Anvil Awards are regarded within the local communications industry as a benchmark for public relations programs.
Maya Black was fully launched in August 2025 as the company’s entry into the credit card segment. This marks the company’s expansion beyond digital banking and payments.
Digital Push Into Credit
According to Maya, Credit card penetration in the Philippines remains relatively low compared with regional peers, despite rising consumer demand and accelerating digital adoption. Banks and fintech firms have been competing to onboard first-time cardholders, particularly younger, mobile-first users.
Maya said the card is integrated into its app, allowing digital application and instant issuance of a virtual card, alongside a numberless physical card. The company said it uses artificial intelligence and alternative data to assess creditworthiness, aiming to widen access beyond traditional credit scoring models.
The campaign positioned the product as a lifestyle offering rather than a conventional premium credit card, featuring actors Julia Barretto, Maris Racal and Jericho Rosales. It rolled out in phases, beginning with finance and technology media before expanding to lifestyle and creator-led channels.
Pepe Torres, group chief marketing officer at Maya, said the campaign sought to reposition premium banking as more accessible. He did not disclose specific issuance figures but said Maya Black contributed to an influx of first-time credit card users.
Awards Come Amid Competitive Market
Digital banks have been expanding unsecured lending products as they seek new revenue streams beyond deposits and payments. Industry analysts have noted that credit cards and buy now, pay later products are becoming central to fintech growth strategies in Southeast Asia.
Maya did not disclose how many cards have been issued since the August launch, nor the size of its credit portfolio tied to the product.
Maya Bank is regulated by the Bangko Sentral ng Pilipinas, with deposits insured by the Philippine Deposit Insurance Corporation up to 1 million pesos per depositor.
The company describes itself as the Philippines’ largest fintech ecosystem, spanning digital banking and payments. Independent market share data supporting this claim was not immediately available.
Disclosure: AI has been used to assist in developing this story
This article is published on BitPinas: Maya Black Wins 2 Silver Anvils as Digital Bank Expands Credit Push
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