Payments Integration, Big Data, and Advanced Tech Reshape the Market
#Maya is proving that the next wave of banking growth will be digital-first, data-driven, and embedded in everyday transactions.
By the end of 2024, Maya had increased deposits to ₱39 billion and disbursed ₱68 billion in loans, resulting in total loan disbursements of ₱92 billion since 2022. Additionally, it served 5.4 million bank customers.
Unlike banks that rely on physical branches and traditional credit scoring, Maya has built a scalable digital banking model by embedding financial services into payments and using AI-driven insights to offer intuitive, responsive products.
This strategy is driving rapid adoption, especially outside Metro Manila. Today, 70% of Maya’s customers live in regional areas, where lending and savings growth outpace the capital.
“Banking should be simple and empowering,” said Shailesh Baidwan, Maya Group President and Maya Bank Co-Founder. “By merging payments and banking on one delightful digital experience, we’re enabling more Filipinos to save, borrow, and grow their money with ease.”
Banking Growth Powered by Payments
Maya’s key differentiator is its ability to turn payments activity into a gateway for financial services. It uses transaction data to assess creditworthiness, allowing it to offer loans without collateral or excessive paperwork. It also rewards customers with higher savings interest rates based on payment activity and app engagement.
This approach is driving strong gains. Loan activity outside Metro Manila is growing fast, with active borrowers for Maya Easy Credit rising 82% year-on-year, compared to 64% in Metro Manila as of December 2024.
Deposit growth follows the same trend. Regional deposit balances surged 67% year-on-year, now accounting for more than half of Maya’s total deposit growth.
“Outside Metro Manila is where the most transformation is happening,” said Angelo Madrid, Maya Bank President. “The surge in savings and credit shows our platform’s impact on more Filipinos.”
GCash AI-Powered Lending Services have also demonstrated how digital banking can drive financial inclusion, making banking and credit more accessible to Filipinos.
Targeting the Underserved
Maya’s success in expanding banking access across the Philippines is rooted in its deep understanding of its customers. Maya designs its products for young, tech-savvy Filipinos and small business owners who are often excluded from traditional banking.
Opening an account requires just one ID, with no minimum balance. For entrepreneurs, Maya provides collateral-free loans of up to ₱2 million, enabling businesses to access much-needed working capital. Consumers can apply for loans of up to ₱250,000 and receive approval and disbursement within the same day through the Maya app.
Half of Maya Easy Credit borrowers received their first formal loan through the platform, and many small enterprises now rely on its business lending products to sustain and grow their businesses.
To support financial inclusion, platforms like GLoan are making micro-lending more accessible, mirroring Maya’s approach in serving the underserved.
Scaling Through Technology and Innovation
Maya’s rapid growth is underpinned by advanced technology. AI and machine learning process billions of microtransactions to enhance credit scoring, prevent fraud, and deliver personalized services.
The platform’s user-friendly design ensures first-time customers can easily navigate banking tools, while small businesses benefit from a single platform that integrates payments, banking, and financial management.
The approach is paying off. Regional loan drawdowns surged 137% year-on-year, now accounting for 70% of Maya’s lending growth. Embedded finance partnerships with retailers and fintech players, including Landers Supermarket, Grab, Tala, and WeFund, further extend Maya’s lending reach.
“With digital banking that’s intuitive, we’re reaching communities that have been underserved for far too long,” Baidwan said.
GCash and Security Bank’s Digital Banking Expansion also demonstrates how fintech partnerships help extend banking access to more Filipinos.