Marketing at the Speed of Tech: 5 Bold Insights on Transforming a Business in the Digital Era

How Maya CMO Pepe Torres led the company’s digital transformation into the country’s number one digital bank. What a difference a name makes. In 2022, the company formerly known as Paymaya was the country’s second largest e-wallet company, far behind the dominant leader, GCash. Yet after, a complete transformation from e-wallet to full-service digital bank, the fintech company now known as Maya rose to become the country’s number one digital bank. With marketing leading the way in identifying customer needs, defining Maya’s products, and communicating the benefits of these digital products to consumers, it is a showcase of the discipline’s transformative power. A year later, in 2023, according to the BSP, Maya held approximately 61% of all licensed digital bank accounts in the Philippines–or around 46% of the entire digital-deposit balance. And today, Maya’s reach has only grown as it has widely become recognized as the Philippines’ top digital bank,..