In a landmark move poised to reshape the local financial landscape, two titans of the Philippine fintech industry, Cebuana Lhuillier and Maya, have announced a strategic partnership. The alliance aims to bring a new wave of accessible financial services, including credit and remittance, to millions of Filipinos and bolster the financial health of communities across the nation.
Cebuana Lhuillier executives, led by President and CEO Jean Henri Lhuillier (fourth from left), and Maya executives, led by Maya Group President and Maya Bank Co-Founder Shailesh Baidwan (fifth from left), formalize their strategic partnership to expand financial services in the Philippines.
The collaboration is a powerful fusion of strengths: Cebuana Lhuillier’s expansive physical network and trusted micro-financial services meet Maya’s cutting-edge digital banking and payments ecosystem. This strategic integration is designed to bridge the gap between traditional and digital finance, offering a seamless experience for both agents and consumers.
A cornerstone of the partnership is the launch of “Easy Loan,” a flexible, revolving credit line ranging from ₱1,000 to ₱30,000. This product is a crucial step toward financial inclusion, providing a vital tool for Filipinos who might not have access to traditional banking services.
Beyond individual consumers, the partnership directly addresses a critical need for small business owners. Cebuana Lhuillier Authorized Agents will now gain access to a tailored working capital loan, a lifeline for the micro-merchants, sari-sari stores, and independent sellers who are the backbone of the local economy. Qualified agents can instantly draw up to ₱350,000, with funds received in minutes and managed through a flexible repayment system directly within the Maya app.
For Maya Center agents, the alliance unlocks new streams of income. They can now offer international remittance services, tapping into Cebuana Lhuillier’s extensive global network. The easy onboarding process allows these agents to quickly boost their earnings while providing reliable remittance services to their communities.
As an added incentive, Maya agents will enjoy an exclusive discounted subscription, making it a compelling opportunity for growth.
A new alliance for a financially resilient future
From left: Cebuana Lhuillier’s Ambassador Philippe Jones Lhuillier, Maya’s Shailesh Baidwan, and Maya Bank’s Angelo Madrid at the recent partnership signing.
The leadership of both companies expressed a shared vision for the future. “Our goal has always been to bring financial services closer to every Filipino,” said Jean Henri Lhuillier, President and CEO of Cebuana Lhuillier. “This partnership allows us to provide our customers with more services on ground and online to add value to their financial journey.”
Philippe André Lhuillier, Senior Executive Vice President of Cebuana Lhuillier, highlighted the dual benefit of the partnership. “Through this partnership, our agents can access the needed capital to grow their businesses, while Cebuana Easy Loan gives customers their first step into responsible credit. Empowering both sides strengthens the entire community network.”
Echoing this sentiment, Shailesh Baidwan, Maya Group President and Maya Bank Co-Founder, emphasized the synergy. “Bringing together Cebuana Lhuillier’s trusted network and Maya’s digital banking creates a strong bridge between physical access points and modern financial services. It allows us to deliver credit, remittance, and banking where they can make the biggest impact—at the grassroots.”
Orlando Vea, CEO of Maya and Co-Founder of Maya Bank, underscored the long-term vision. “Inclusion today means more than access — it’s about building resilience. Together with Cebuana Lhuillier, we’re putting simple, practical financial tools in people’s hands so they can take control of their money and their future.”
Maya and Cebuana Lhuillier: Expanding financial access for a resilient nation
With its vast network of over 3,500 branches, Cebuana Lhuillier has long been the nation’s largest micro-financial services provider, delivering trusted solutions like money transfer, pawnshop, and microinsurance to underserved communities.
This partnership with Maya — the Philippines’ leading fintech ecosystem, which includes the country’s #1 Digital Bank and Omni-Channel Payment Processor — is set to deliver services at a massive scale.
The collaboration represents a significant leap forward for the Philippine fintech industry, demonstrating how partnerships can drive financial inclusion and create a more resilient and empowered community.
