by: Zenia Pearl V. Nicolas
What does it mean to be a “cool” financial brand? For Pepe Torres, Chief Marketing Officer at Maya, it’s not about flashy words or loud claims. It’s about creating quiet moments of delight, the kind that make people say,
“Hey, that was easy.”
In an age where many still find traditional banking cold, complex, and distant, Maya is reshaping the experience through a mobile-first lens. And they’re doing it by listening to what Filipinos really need: effortless convenience, smart personalization, and a bit of emotional magic.
“We Already Know You”
Pepe puts it simply:
“We don’t have branches—but we serve people better.”
Through smart use of customer data, Maya makes everything from applying for a credit card to setting up savings goals fast, intuitive, and completely paperless. No repetitive forms. No headaches. Just a few taps on your phone, and it’s done.
It’s not just personalization. It’s respecting people’s time, and building trust by making things work every time.
The Cool Factor (Without Saying It Out Loud)
Maya doesn’t need to declare itself cool—it shows it through real-life relevance. Whether it’s naming savings goals after travel dreams or crafting a tone that speaks Gen Z’s language, the brand’s goal is to spark those small moments of connection.
“We never say we’re cool. But we aim to make people feel that,”
Pepe explains.
“Because when money feels less like a chore and more like a tool for your life, that’s when it gets exciting.”
AI That Doesn’t Feel Like AI
Maya’s chatbot, launched quietly last year, is doing more than just answering FAQs—it’s resolving real issues. But even here, the goal isn’t to impress with tech. It’s to make the problem disappear.
“The best technology is invisible,” Pepe says.
“People don’t want to think about AI. They just want things to work.
And we’re getting closer to that.”
Scaling with Heart
While Maya now offers features like international lounge access, the brand remains deeply grounded in its mission to win the hearts of Filipinos first. And if regional expansion is next?
The playbook is clear:
“Be as global as possible, but as local as needed.”
In other words, understand people first. Then build from there.
At the end of the day, Maya isn’t just rethinking banking, it’s rethinking how people feel about money.
It’s not about chasing trends or throwing around buzzwords. It’s about giving people time back. It’s about removing the stress from everyday tasks. It’s about creating small moments that feel effortless, personal, and even joyful.
Because when your money works with you, not against you—you get to focus on what truly matters: your goals, your freedom, your life.
And maybe, just maybe, that’s what “cool” really means.
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