Unlocking Economic Empowerment Through Grab’s Ecosystem, According to Grab Philippines’ Country Head Grace Vera Cruz

From providing livelihood opportunities for everyday entrepreneurs to uplifting the quality of life of many Filipinos, Grab’s Filipino-first approach has made it the leading superapp in the Philippines.

As the leading super-app in Southeast Asia, Grab has undeniably become a top-of-mind brand and the go-to choice for many with 214 million mobile downloads as of 2021. What's more, Grab has a strong reach in Southeast Asia, as it can be found in 500 cities, across eight countries—Cambodia, Indonesia, Malaysia, Myanmar, Philippines, Singapore, Thailand, and Vietnam.

While Grab's claim to fame started from its ride-hailing services—taking over a lion’s share of the overall ride bookings in the Southeast Asian region and millions in the average monthly bookings, the app has since then diversified its services to include providing food, groceries, and package delivery, concierge services, bill payments, and financial services.

As the only superapp in the Philippines and SEA that offers everyday services like mobility, deliveries, and financial services all in one app, Grab has won over the hearts and minds of Filipinos. And although the app grew to fame during the pandemic, when its services sustained the needs of almost every Filipino in lockdown, Grab Philippines' business strategy proves that the company is more than just a one-hit-wonder.

In this exclusive interview with The Business Manual, Grace Vera Cruz, the Country Head of Grab Philippines reveals how they have succeeded through its Filipino-first thrust.

From Corporate Companies to Grab Philippines

Born and raised in the Philippines with a degree from the University of the Philippines, Grace is an accomplished multi-hyphenated woman in her own right. She is no stranger to the corporate world, having held key positions in companies like McKinsey & Co., CLSA Exchange Capital, and Shell—prior to being in Grab Philippines.