GCash echoes calls for values-driven fintech to drive long-term financial progress
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In a country where millions are newly entering the formal financial system, inclusion must be measured not by sign-ups or transactions, but by whether people are becoming more financially resilient over time.
Filipinos deserve access to innovative and seamless financial services so they can participate and thrive in the growing digital economy, underscoring that GCash has remained steadfast in expanding digital financial inclusion.
Rowie Zamora, Chief Strategy Officer of Mynt, the parent company of GCash, said the real measure of inclusion lies in helping users build healthy financial habits that allow them not just to transact, but to thrive.
“Access is only the starting point,” Zamora said. “Financial inclusion should ultimately help people manage their money better, prepare for uncertainties, and work toward their long-term financial goals.”
Zamora then explained the company’s goal to support Filipino users across different life stages to help manage their money better through a framework that shows how Filipinos are meeting daily needs, building emergency savings, and planning for the future. At its core is the belief that financial security should feel achievable, especially for first-time savers.
The emergency phase focuses on helping users set aside money for unexpected expenses using simple tools that match how people actually save, such as putting away small amounts and working toward manageable goals. On the other hand, the long-term phase is about building future financial security by giving users easier access to investment and retirement-saving options.
"Financial health starts with small, everyday habits. By helping Filipinos save for emergencies and plan for the future through simple, accessible tools, we make long-term security feel achievable for everyone,"
Zamora said.
This shift, from access to outcomes, requires not just better products, but smarter, more responsible technology.
Building on this focus on financial health, Sara Venturina, Chief Data Officer of GCash, underscored that the next evolution of financial inclusion will be shaped by technology that enables sustained financial progress, guided by clear human values.
While GCash has already made strides in democratizing access to digital payments, savings, and credit, the real challenge now is ensuring these tools work hard for its users, in helping them grow, protect, and make sound financial decisions over time.
Artificial intelligence is the driving force behind GCash, quietly democratizing access, affordability, and safety for users. It expands fair lending access through Fuse Financing, boosts security with tools like Double Safe, and personalizes services with tailored offers through the upcoming GCoach feature.
However, Venturina stressed that innovation must be matched with shared responsibility. “AI should not only optimize systems, but it should also serve people fairly and transparently. The future of fintech depends on the values we embed in our technology,” she said.
She added that GCash takes a deliberate, human-centric approach to AI by evaluating potential risks and unintended consequences before rolling out new products and features in the GCash app. This ensures that innovation builds trust, promotes financial literacy, and works for users regardless of their backgrounds and levels of digital readiness.
By aligning advanced technology with empathy and accountability, Venturina said fintech can move beyond convenience and become a long-term partner in improving financial well-being.
In the Philippine context, where financial vulnerability and rapid digital adoption coexist, combining financial health with responsible AI is what allows inclusion to scale sustainably. When technology is guided by values and designed around real human needs, digital finance becomes not just a tool for transactions, but a long-term partner in building resilience, opportunity, and economic participation.
For more information, please visit www.gcash.com.
