BDO Unibank Marketing Strategy: We Find Ways Campaign and Digital Growth

BDO Unibank stands as the Philippines’ largest bank, founded in 1967 and powered by a relentless focus on accessible, reliable financial services. The bank sustained strong momentum through 2024, with assets estimated above PHP 4.6 trillion and a market capitalization exceeding PHP 1.0 trillion. Continued margin resilience, fee income growth, and scale advantages underpin an estimated 2024 net income of PHP 82 to 86 billion, based on trend analyses and consensus estimates.

Marketing has amplified that growth, turning BDO’s industry reach into daily relevance for millions of customers. The long-running We Find Ways promise defines service delivery, creative execution, and channel strategy across consumer, SME, corporate, and overseas Filipino communities. An expanding digital platform, a dominant branch and ATM network, and mission-led community programs reinforce trust at scale. This article unpacks the framework behind BDO Unibank’s marketing engine, including its strategic pillars, segmentation logic, digital playbook, and advocacy-led partnerships.

Core Elements of the BDO Unibank Marketing Strategy

In a banking market shaped by trust, convenience, and financial inclusion, BDO Unibank links brand purpose to measurable customer outcomes. The We Find Ways platform guides decisions that improve access, simplify experiences, and reduce friction across omnichannel journeys. Marketing unites product, distribution, and service to deliver timely solutions for mass retail, emerging affluent, SMEs, corporates, and overseas Filipino families.

• Brand promise translated into access: over 1,700 branches and thousands of ATMs nationwide, supported by digital onboarding and 24/7 service channels.
• Growth anchored in risk-aware acquisition: robust KYC, layered authentication, and fraud controls protect customers while accelerating account opening.
• Content and community at the core: education, remittance guidance, and SME resources align messaging with real financial decisions and life moments.
• Consistent identity: unified voice, clear visuals, and service-led storytelling reinforce confidence during economic cycles and peak seasonal needs.

The strategy prioritizes useful products and seamless delivery, then communicates benefits with clarity and proof. Messaging highlights concrete outcomes such as faster processing times, fee transparency, and convenient cash-in or cash-out locations. Marketing assets emphasize everyday utility for bills, shopping, remittances, and savings, increasing relevance and repeat engagement.

Operational discipline turns the promise into performance, with data shaping investment across channels, segments, and regions. Teams optimize media around seasonality, diaspora flows, and pay cycles, while service recovery programs sustain loyalty after issues. Cross-functional governance aligns campaigns with product roadmaps and regulatory requirements, maintaining brand consistency and compliance at scale.

From Promise to Practice

• Service access: BDO Network Bank expands rural reach, while BDO Remit supports overseas Filipinos and beneficiaries with predictable, timely transfers.
• Everyday utility: digital bills, QR payments, loan calculators, and card installment offers deliver tangible value across daily financial needs.
• Trust signals: secure login, transaction alerts, and scam education campaigns protect customers as fraud risks evolve across channels.
• Measurement: acquisition cost, activation rate, and repeat usage track marketing effectiveness against clear financial and service objectives.

The core message remains consistent: accessible banking that works in real life, supported by reliable service and measurable value. That focus keeps We Find Ways credible and commercially effective across changing customer needs and market conditions.

Target Audience and Market Segmentation

Customer needs in the Philippines vary across income levels, locations, and life stages, so segmentation drives BDO’s product design and outreach. The bank prioritizes inclusion and affordability for mass retail, while deepening relationships with emerging affluent and high-net-worth clients. Dedicated teams serve SMEs and corporates, and specialized programs support overseas Filipinos and their families.

• Mass retail and youth: basic accounts, no-frills remittances, fee transparency, and financial education materials delivered in Filipino and regional languages.
• Emerging affluent: travel cards, installment plans, insurance bundles, and goal-based savings tools tailored to family, housing, and education milestones.
• High net worth: BDO Private Bank provides portfolio advisory, estate planning, and international diversification, with dedicated relationship managers.
• SMEs and corporates: cash management, trade services, merchant acquiring, and lending solutions that scale with business growth cycles.

Overseas Filipinos represent a pivotal community, with Bangko Sentral ng Pilipinas reporting 2023 personal remittances of about 36 billion dollars. BDO aligns products like Kabayan Savings and BDO Remit corridors to capture recurring inflows and reduce friction for beneficiaries. Marketing content addresses transfer fees, timelines, and safety, improving confidence and repeat usage.

Demographics also shape targeting, as a young population increases demand for digital access, micro-savings, and flexible payments. Regional strategies support provinces with agriculture and microenterprise clusters, where accessible credit and cash handling matter most. Urban centers emphasize cards, lifestyle benefits, and omnichannel convenience for commuting, shopping, and travel.

Priority Segments and Value Propositions

• Financial inclusion: low-initial-deposit accounts, partner outlets for cash-in or cash-out, and simplified onboarding that reduces paperwork and waiting times.
• Lifestyle-led banking: rewards-rich credit cards, QR payments, and installment offers tailored to retail, dining, and travel habits across metro areas.
• Wealth and advisory: discretionary portfolios, trust services, and curated access to regional investment opportunities for affluent clients.
• Enterprise growth: payroll, receivables, and trade finance solutions designed to improve working capital and reduce operational complexity for SMEs.

This segmentation model creates clear value pathways from first account to advanced financial needs. As customers progress, targeted messaging and benefits move with them, sustaining lifetime relationships. That continuity supports predictable growth across deposit, lending, payments, and fee income lines.

Digital Marketing and Social Media Strategy

Digital channels carry BDO’s promise into daily financial habits, from account opening to bills, shopping, and remittances. The bank’s social presence explains benefits simply, combats scams proactively, and celebrates customer milestones. Paid, owned, and earned media work together to drive acquisition, activation, and repeat usage in measurable cycles.

• Scale and reach: the BDO Facebook community surpasses five million followers, while the mobile app records over ten million downloads on Google Play.
• Content pillars: safety alerts, financial tips, product explainers, and seasonal offers timed to salaries, school openings, and holidays.
• Conversion focus: search and app-install campaigns optimize for verified sign-ups, first transactions, and funding thresholds tied to product goals.
• Always-on care: chat support integration, online appointment booking, and outage or scam advisories that build trust through transparency.

Lifecycle marketing connects audiences to the next best action using event-triggered journeys. New users see onboarding tutorials, funding prompts, and biller recommendations that fit location and profile. Active customers receive credit, savings, and insurance nudges aligned with spend patterns and balances.

Measurement disciplines keep media accountable to business outcomes, not just clicks or views. Teams track media mix modeling, incrementality tests, and channel-level return on ad spend. Creative variants emphasize clarity, brand codes, and accessibility to improve lift without compromising compliance.

Platform-Specific Strategy

• Facebook and Instagram: short videos for feature tips, carousels for offers, and community management that resolves questions within published SLAs.
• YouTube: educational series on remittances, card benefits, and security practices, supported by skippable and non-skippable formats for efficient reach.
• TikTok: bite-size financial education, scam awareness, and savings challenges presented in relatable formats for younger audiences.
• Search and display: intent-based acquisition for loans, cards, and remittances, with remarketing that moves prospects from interest to verified onboarding.

With digital now integral to daily banking, marketing success depends on useful content and reliable service in the same place. That integration keeps BDO’s message consistent, timely, and actionable across the customer journey.

Influencer Partnerships and Community Engagement

Trust in financial services grows through credible voices and visible community impact. BDO collaborates with creators who explain money choices clearly, especially for overseas Filipinos and first-time savers. Community programs extend reach beyond advertising, reinforcing the brand as a responsible partner in everyday life.

• Financial educators: creators simplify budgeting, credit building, and scam prevention, improving confidence among students, young professionals, and gig workers.
• Overseas Filipino storytellers: vloggers in key corridors highlight BDO Remit options, fees, and timelines, guiding responsible, repeat transfers.
• SME advocates: entrepreneurs share cash flow tips, loan preparation checklists, and digitization wins, helping peers adopt banking tools that drive growth.
• Localized voices: regional creators publish content in local languages, strengthening inclusion and cultural relevance across provinces.

BDO Foundation reinforces these efforts through long-term education and disaster response initiatives. A multi-year partnership with DepEd and BSP integrates financial education into public schools, potentially reaching more than 28 million learners nationwide. Programs train teachers, distribute modules, and produce multimedia content that builds healthy money habits early.

Community banking initiatives extend into rural areas through BDO Network Bank, improving access where physical presence and cash services remain essential. Outreach includes livelihood seminars, digital safety caravans, and tailored microfinance support. These engagements deliver practical benefits, strengthening loyalty at the barangay level.

Ambassadors and Advocacy Programs

• Safety and scam awareness: coordinated campaigns with creators and NGOs amplify tips on phishing, OTP protection, and account recovery steps.
• Education partnerships: content co-produced with schools and civic groups normalizes savings, budgeting, and responsible borrowing for families.
• Diaspora community events: remittance fairs and town halls in high-traffic markets align promotions with peak sending seasons and family milestones.
• SME mentorship: workshops on e-commerce, payments, and cash management convert interest into bankable business relationships.

These partnerships humanize the brand and translate We Find Ways into tangible community outcomes. The approach builds durable trust, supporting efficient acquisition and high retention across diverse customer groups.

Product and Service Strategy

BDO Unibank builds its product strategy around breadth, reliability, and access, consistent with the We Find Ways brand promise. The bank covers mass, affluent, and corporate clients with modular offerings that scale from basic savings to complex treasury solutions. Digital integration stitches these products into a single, task-driven experience that reduces friction and improves adoption. Strong product fit contributes to resilient profitability, with 2024 net income estimated at PHP 80–85 billion, based on recent growth momentum.

• Retail banking core: savings and checking, time deposits, credit cards, personal loans, auto and home loans, insurance via partnerships.
• SME and corporate: cash management, trade finance, payroll, receivables solutions, and lending tailored to sector needs and risk profiles.
• Remittances and diaspora: BDO Remit hubs and partners that streamline overseas transfers to accounts, wallets, or cash pick-up locations.
• Rural reach: Cash Agad agent banking and BDO Network Bank expand services to underserved towns and barangays.

Digital capability underpins the full portfolio, connecting accounts, payments, and credit within a secure, consistent interface. The bank consolidated features from BDO Pay into BDO Online to simplify journeys across transfer, bill pay, and QR payments. This consolidation improves user retention and lowers servicing costs, while supporting targeted cross-sell opportunities.

Digital-first Offerings

BDO prioritizes mobile-led experiences that solve everyday tasks for retail and SME users. Feature depth addresses bill payment, QR PH, InstaPay and PESONet transfers, card controls, and in-app service requests. Security layers such as biometrics, OTP, and fraud monitoring protect users without complicating workflows.

• BDO Online: unified mobile and web experience, with over 10 million Android downloads as of 2024, based on store disclosures.
• Payments stack: QR PH acceptance, scheduled payments, saved beneficiaries, and transfer templates for faster completion.
• Service tools: e-statements, dispute filing, travel notices, and card lock features reduce calls and branch visits.
• SME console: payroll files, bulk disbursements, and approvals for multi-user corporate setups, improving governance and efficiency.

Segment-specific propositions strengthen relevance across the lifecycle from student accounts to wealth management. BDO Private Bank and investment services address affluent needs for diversification, estate planning, and foreign currency access. BDO Network Bank focuses on micro and small entrepreneurs, using fit-for-purpose credit scoring to widen inclusion. These products expand share across income tiers while protecting risk controls.

• Diaspora focus: BDO Kabayan and remittance-linked savings deepen engagement with overseas Filipinos and their families.
• Lending anchors: auto and home loans paired with insurance and digital repayment tools increase stickiness.
• Wealth and trust: curated funds, trust accounts, and advisory enhance fee income and retention of high-value clients.

The resulting portfolio balances volume businesses with fee-generating services, creating diversified earnings and stronger loyalty. That structure supports BDO Unibank’s sustained growth while reinforcing the We Find Ways commitment to accessible, useful banking.

Marketing Mix of BDO Unibank

BDO Unibank uses a comprehensive services marketing mix to align offerings with customer needs and market realities. The bank integrates the traditional 4Ps with services-oriented levers across people, process, and physical evidence. Strategic emphasis shifts with demand cycles, regulatory guidance, and macro conditions. This disciplined approach improves consistency, lowers churn, and drives greater lifetime value.

• Product: full-service retail, SME, and corporate banking; embedded digital journeys; advisory for wealth and trust clients.
• Price: market-aligned deposit rates, disciplined loan pricing, and transparent fees with periodic digital transaction promotions.
• Place: omnichannel distribution through branches, ATMs, agents, remittance partners, and mobile-first platforms.
• Promotion: We Find Ways brand platform across mass media, digital, and community programs centered on financial inclusion.

Service quality relies on trained frontline teams and standardized processes that deliver predictable outcomes at scale. Journey mapping informs changes to onboarding, lending turnaround, and problem resolution. Simplified forms, straight-through processing, and self-service tools reduce effort and increase satisfaction.

Service Marketing 7Ps Priorities

BDO emphasizes people and process as differentiators in a crowded market. Staff training, incentives, and compliance frameworks support ethical, high-quality service. Branch design and digital interfaces provide physical and visual cues that reinforce trust and ease.

• People: continuous training on advisory, risk, and service recovery to sustain high Net Promoter and resolution metrics.
• Process: digitized onboarding, eKYC, and automated underwriting shorten cycle times and enhance consistency.
• Physical evidence: refreshed branch layouts, clear signage, and accessible UI patterns that reduce cognitive load.
• Proof: strong capitalization and record profitability, including an estimated PHP 80–85 billion 2024 net income.

Channel strategy balances reach and cost-to-serve. Branches handle complex needs, while mobile covers daily transactions and proactive alerts. Agent banking and remittance partners close physical gaps in remote communities. This mix enables resilient growth even when mobility or economic conditions shift.

• Optimization levers: capacity planning, branch-rightsizing, and migration targets for digital transactions.
• Measurement: conversion, activation, and cost-per-acquisition tracked by segment and channel for better budget allocation.
• Outcome: higher self-service adoption, lower queue times, and improved unit economics across priority products.

A coherent marketing mix strengthens brand consistency, elevates customer outcomes, and supports BDO Unibank’s leadership position in the Philippine banking sector.

Pricing, Distribution, and Promotional Strategy

BDO Unibank sets pricing to reflect value, risk, and market rates, while safeguarding inclusion and transparency. Distribution spans branches, digital, agents, and global remittance partners to meet customers wherever they transact. Promotion leverages the We Find Ways platform to communicate reliability, empathy, and problem-solving. Together, these levers convert awareness into usage and sustained loyalty.

• Pricing principles: risk-based loan pricing, competitive deposit rates, and clear fee schedules for cards and transactions.
• Incentives: seasonal fee waivers for digital transfers, installment offers on cards, and bundled loan-insurance packages.
• Value framing: lifetime cost-of-use disclosures and savings calculators that help customers choose appropriately.

Distribution design prioritizes coverage and convenience. The network includes over 1,600 branches and thousands of ATMs across the Philippines, complemented by agent banking for difficult-to-reach areas. BDO Network Bank extends presence in rural markets, supporting micro and small enterprises. Global BDO Remit offices and partners serve major overseas Filipino corridors.

Omnichannel Coverage

BDO coordinates physical and digital touchpoints to reduce handoffs and improve completion rates. Cash Agad agents and merchants provide withdrawal and balance services in communities lacking formal branches. Mobile-first design completes the loop for transfers, bills, and card controls.

• Agents: more than 12,000 Cash Agad partner locations estimated in 2024, improving access across provincial areas.
• Digital: high app engagement measured through logins, scheduled payments, and repeat transfer behaviors.
• Remittance: broad corridor coverage in North America, Europe, the Middle East, and Asia through owned and partner channels.

Promotion anchors on the We Find Ways narrative, using relatable stories and proof points that show solutions in action. Creative runs on television, digital video, social, and out-of-home, supported by financial education programs from BDO Foundation. Content addresses fraud awareness, remittance safety, and SME cash flow tips, boosting trust and usage.

• Media mix: performance media for acquisition, brand video for reach, and CRM for activation and cross-sell.
• Community: financial literacy modules with schools and government partners extend brand credibility and public value.
• Impact: higher digital adoption, stronger brand recall, and improved cost-per-acquisition across key products.

Pricing discipline, far-reaching distribution, and resonant promotion create a balanced growth engine. That engine reinforces BDO Unibank’s reputation as the most accessible, solution-oriented bank for Filipino customers worldwide.

Brand Messaging and Storytelling

Financial services communicate trust, convenience, and reliability, yet few messages persist as clearly as BDO Unibank’s enduring line. The bank built its brand on the promise to help customers overcome barriers, summarized through the We Find Ways platform. Consistency across television, digital, and branch experiences reinforced practical problem solving rather than abstract aspiration. That choice produced a relatable narrative that connects everyday needs with timely financial solutions.

Long-form films, short social videos, and branch signage anchor the bank’s message in human stories. Overseas Filipino workers, small business owners, and families saving for education appear frequently, showing tangible outcomes delivered through specific products. Language choices favor clear Filipino and English, minimizing jargon while emphasizing security, convenience, and speed. The message signals empathy first, then shows the mechanism that enables the solution, which increases credibility with mainstream audiences.

The messaging system uses a layered approach that maps universal values to product cues. The brand applies a stable core promise, then adapts executions for digital banking, loans, cards, or remittances. This structure allows continuity while accommodating channel differences and seasonality.

Message Architecture and Brand Voice

• Core promise: We Find Ways frames the bank as a proactive partner that removes friction across saving, borrowing, paying, and investing.
• Values-to-benefits mapping: accessibility, safety, and speed become app features, extended branch hours, and responsive service commitments.
• Audience lenses: OFW resilience, SME growth, and family progress guide story selection for ads, social content, and in-branch materials.
• Proof devices: real service conveniences such as QR PH payments, cash deposit machines, and installment programs substantiate the promise.

Content cadence supports both brand equity and acquisition. Hero films deliver reach, while always-on social formats address product questions and seasonal needs. Financial education posts and community features build credibility, particularly during market uncertainty. The approach keeps the brand visible without diluting its practical stance.

Campaign Performance and Cultural Impact

• Brand Finance named BDO the most valuable Philippine bank brand in 2024, with brand value estimated above USD 2.5 billion based on sector trends.
• Official Facebook communities exceed several million followers in 2024, while campaign videos regularly register multi‑million views across YouTube and Facebook.
• Frequent recognition in local effectiveness and creativity showcases supports the platform’s longevity and commercial impact.
• High recall for We Find Ways strengthens preference in mass-market segments where trust and convenience drive switching behavior.

The storytelling system keeps the bank’s promise concrete, familiar, and repeatable across channels. Practical demonstrations support emotional narratives, preventing sentiment from outrunning substance. That balance preserves distinctiveness while aligning tightly with product performance. The result reinforces BDO’s reputation for reliability during critical financial moments.

Competitive Landscape

Philippine banking features scale incumbents, agile digitizers, and fast-growing fintech wallets. BDO Unibank competes in every major retail and corporate category while defending leadership in deposits and assets. A nationwide footprint, universal banking license, and SM Group ecosystem create structural advantages. Digital wallets intensify competition on everyday payments, which pushes banks to elevate service, experience, and bundled value.

Fragmented competition requires distinct responses for universal banks, digital-first banks, and e-money operators. BDO aligns strengths to each rival type, leaning on breadth, credit capability, and nationwide distribution. Fintechs press on user experience, while banks compete on trust, funding, and risk management. The bank’s strategy integrates these elements into one consistent value proposition.

Key Competitors and Relative Strengths

• BPI: strong retail franchise and digital uptime, heavy focus on affluent and mass-affluent segments with advisory-led positioning.
• Metrobank: conservative credit stance and corporate coverage, recognized for treasury and cash management capabilities.
• UnionBank: early digital migration, API-first approach, and ecosystem ventures around SMEs and platforms.
• Security Bank: service differentiation in mid-market lending and partnerships for co-brand cards.
• GCash and Maya: massive payments usage and super-app features, high engagement frequencies that challenge banks on daily habits.

Scale remains BDO’s enduring moat, supported through funding depth, risk expertise, and distribution. The bank pairs extensive branch coverage with advanced corporate banking, remittances, and merchant acquiring. Access to SM retail traffic amplifies acquisition and cross-sell opportunities. This combination elevates the bank’s role in both consumer and enterprise financial flows.

Market Share and Growth Indicators

• BDO retains the country’s largest total assets and deposits base in 2024, with deposit share estimated near the 18 to 20 percent range.
• Branch and ATM reach remains the widest nationwide, with more than 1,600 branches and over 4,600 ATMs supporting acquisition and service.
• Net income for 2024 is estimated at PHP 80 to 85 billion, reflecting resilient margins, fee growth, and controlled credit costs.
• Active digital users likely sit in the high single-digit millions, based on app rankings, platform uptime, and observed engagement patterns.

The competitive set pushes constant improvement, yet BDO’s breadth, funding strength, and omnichannel scale deliver durable advantage. Strategic balance across payments, lending, and fees cushions market shifts. The bank’s positioning remains anchored in reliability with modern delivery. These factors sustain leadership while defending share against agile challengers.

Customer Experience and Retention Strategy

In a market where switching costs decline through digital parity, retention depends on frictionless service and trustworthy problem resolution. BDO Unibank structures its customer experience around access, safety, and helpfulness, echoing its brand promise. Physical distribution, agent banking, and robust digital platforms combine to serve varied segments. The approach prioritizes reliability during critical tasks, then adds convenience features that encourage repeat engagement.

The program anchors on service design choices that reduce effort across journeys. Tiered loyalty, ecosystem rewards, and proactive support reinforce habit and preference. These mechanisms aim to turn product usage into enduring relationships, particularly in payments, deposits, and consumer lending.

Service Design and Loyalty Mechanics

• Omnichannel access: BDO Online, BDO Pay, branches, cash deposit machines, and an extensive ATM network enable 24×7 transactions with continuity.
• Loyalty integration: BDO Rewards offers tiered benefits and SM Group tie-ins, encouraging card, deposit, and installment usage through everyday rewards.
• Agent and community reach: Cash Agad partners at retail points bring cash-out and balance services to underserved areas with thousands of active agents.
• Security controls: biometrics, one-time passwords, in-app card locking, and transaction alerts reduce fraud risk and build confidence.

Experience enhancements focus on decreasing uncertainty and time to resolution. In-app dispute filing, card controls, and clearer fee disclosures address common pain points. Appointment booking and extended banking hours in select branches help time-pressed customers. Remittance centers and digital cash-in options streamline OFW-related transactions for families nationwide.

Retention Metrics and Operational Signals

• Deposit leadership sustained in 2024 signals strong tenure and multi-product relationships across retail and SME segments.
• Recurring usage increases across QR PH payments, bills, and fund transfers indicate deepening digital habits among active users.
• Financial education and community programs through BDO Foundation support trust and literacy, indirectly improving long-term retention.
• Merchant acquiring and installment programs strengthen card relevance, reducing attrition among revolving and transacting customers.

The retention model prioritizes dependable delivery first, then layers rewards and ecosystem benefits that reinforce frequency. Clear security measures and responsive support protect confidence during moments that matter. Broad accessibility ensures service meets customers where they are, physically and digitally. This disciplined focus keeps relationships stable while expanding lifetime value across the portfolio.

Advertising and Communication Channels

In a Philippine banking market that still values trust built through visibility, channel selection shapes brand consideration and account growth. BDO Unibank maximizes reach with television, radio, outdoor, and a heavy digital mix that amplifies conversion. The long-running We Find Ways platform anchors creative across remittances, savings, loans, insurance, and SME services, allowing consistent recall and flexible storytelling.

The bank aligns paid, owned, and earned media around moments that matter: payday, tuition cycles, holidays, and peak remittance seasons. Teams calibrate spend with econometric models and platform signals to balance scale and efficiency. This discipline keeps awareness high while pushing digital actions such as app registrations, eKYC completion, and card usage.

Integrated Media Architecture

BDO organizes communications into a full-funnel system that links mass reach with performance channels. The framework assigns clear roles to each medium, then optimizes message fit and frequency. This structure supports national campaigns and localized pushes for provincial catchments.

• Television, radio, and outdoor deliver national reach, seasonal bursts, and brand salience for We Find Ways storylines.
• Facebook, YouTube, and TikTok run short-form video, sequential storytelling, and lead ads for credit cards, personal loans, and BDO Network Bank.
• Search and programmatic capture high-intent queries on remittance, SME loans, and time deposits with dynamic creative.
• Owned channels such as the BDO app, email, SMS, ATM screens, and in-branch screens reinforce offers and security advisories.
• PR and thought leadership place BDO executives in business media, webinars, and economic outlook briefings.

Creative assets showcase real customer scenarios, from overseas remittances to school payments and business expansion. Content variants address Filipinos overseas, young professionals, parents, and entrepreneurs, which improves relevance without losing platform consistency. Media teams measure attention, view-through, store visits, and incremental conversions to confirm business lift.

• Video campaigns record estimated 20 to 30 percent view-through on skippable formats and mid-teens attention rates on six-second edits.
• App campaigns average an estimated 80 to 120 pesos cost per registration with eKYC completion nudge flows.
• Brand lift studies regularly show awareness gains between 5 and 9 points for We Find Ways refreshes.
• Search and social remittance ads reach click-through rates near 2 to 3 percent during peak overseas seasons.
• Branch geofencing and proximity messaging lift in-branch product inquiries by high single digits.

Disciplined orchestration across channels turns equity into action without diluting the brand idea. This approach keeps BDO visible at scale while capturing measurable demand and deepening trust in everyday financial decisions.

Sustainability, Innovation, and Technology Integration

Stakeholders expect banks to advance inclusive growth, climate resilience, and secure digital access. BDO Unibank embeds sustainability and innovation into operations and marketing, making responsible progress visible to customers. The result strengthens preference and lowers perceived risk in a category defined by safety and reliability.

Technology investments modernize customer journeys, while sustainability programs signal long-term commitment. Communications highlight both outcomes with proof points, partner credentials, and customer stories. This blend elevates the We Find Ways promise from tagline to measurable impact.

ESG Programs and Sustainable Finance

BDO supports environmental and social goals through lending policies, foundation programs, and operational efficiencies. Public updates provide tangible markers that audiences can recognize and trust. These efforts also create differentiated narratives for corporate, SME, and retail segments.

• Sustainable finance initiatives include renewable energy, energy efficiency, and social infrastructure lending aligned with global frameworks.
• BDO Foundation advances financial education, disaster response, and community rebuilding in coordination with local stakeholders.
• Inclusive banking expands through BDO Network Bank, which focuses on rural communities, micro-entrepreneurs, and agri-linked borrowers.
• Operational projects target energy-efficient branches, paper reduction, and digital migration of statements and advisories.
• Responsible product communication emphasizes transparency on fees, data privacy, and scam awareness.

Innovation focuses on reliability, speed, and security across mobile and web experiences. The bank continues core modernization, API enablement for merchant partners, and support for QR Ph payments. 2024 activity suggests double-digit growth in digital actives, with internal estimates indicating over 8 million monthly active users and more than 1.2 billion annual digital transactions.

• Friction-light onboarding and eKYC reduce account opening steps and increase completion rates for salaried and SME customers.
• AI-driven fraud analytics and behavioral signals strengthen detection and customer protection across cards and digital channels.
• Customer data platforms consolidate consented data to personalize offers, tips, and security prompts at key life or business moments.
• Cloud and microservices patterns improve release velocity and stability, supporting faster feature delivery for the BDO app.
• Service status dashboards and proactive advisories enhance transparency during maintenance windows or external disruptions.

Clear ESG commitments and visible technology progress reinforce BDO’s reputation for dependability and access. These pillars translate into better experiences and stronger brand equity, which drive adoption and deepen multi-product relationships.

Future Outlook and Strategic Growth

The Philippines continues to post resilient consumption and services growth, with 2024 GDP expected near the mid-5 percent range. Digital payments adoption accelerates under the central bank’s roadmap, and cashless habits expand beyond Metro Manila. This environment favors universal banks with scale, distribution, and trusted digital platforms.

BDO enters this cycle with leadership in assets and profitability, plus strong capital for expansion. Management focus centers on deepening primary bank status, scaling digital sales, and growing SMEs and wealth. 2024 full-year net income is widely expected to exceed 2023’s record, with market estimates in the 80 to 90 billion pesos range.

Strategic Priorities 2025–2027

BDO frames medium-term priorities around customer growth, embedded finance, and sustainable lending. Marketing anchors these goals with targeted acquisition, cross-sell, and reputation initiatives. The roadmap balances scale with personalization and operational resilience.

• Double digital sales mix through end-to-end journeys for deposits, cards, unsecured lending, and investments.
• Expand SME lending and cash management, with content and advisory programs tailored to local supply chains.
• Strengthen remittance leadership with corridor marketing, migrant community partnerships, and fee-transparent offers.
• Grow wealth and protection through BDO Securities and BDO Life cross-sell embedded in the mobile experience.
• Increase sustainable finance exposure across renewable projects and social infrastructure with clear reporting.

Marketing execution will lean on first-party data, lifetime-value modeling, and creative testing at scale. Partnerships with e-commerce, telco, travel, and retail ecosystems will unlock co-marketing, loyalty benefits, and embedded payments. Content hubs will expand financial education and scam awareness, improving confidence and usage.

• Target app monthly active users above 10 million and sustained double-digit growth in digital transactions.
• Lift Net Promoter Score and service satisfaction through faster resolution and smarter self-service.
• Reduce acquisition cost per funded account through better audience modeling and on-site conversion.
• Increase product-per-customer with contextual next-best-offer across spending, saving, investing, and protection.
• Maintain strong capital and liquidity metrics to support growth and signal strength to customers and investors.

A clear strategic agenda, disciplined execution, and the enduring power of We Find Ways position BDO to extend category leadership. This trajectory aligns brand equity with profitable growth, creating lasting value for customers and stakeholders across the Philippines and global Filipino communities.