Digital finance firm Maya has been recognized as one of Mandaluyong City’s top taxpayers, highlighting the company’s growing footprint in the city even as it earns industry plaudits for reshaping how Filipinos experience premium banking.
Both Maya Philippines, Inc. and Maya Bank, Inc. were cited by the city government for their contributions to Mandaluyong’s revenue base, which supports public services and local development programs.
The recognition comes as the digital finance firm continues to expand operations from Mandaluyong City, where it maintains key business and operational functions.
Shailesh Baidwan, Maya Group president and Maya Bank co-founder
“We are honored that both Maya Philippines and Maya Bank have been recognized among Mandaluyong City’s top taxpayers,” said Shailesh Baidwan, Maya Group president and Maya Bank co-founder.
“We remain committed to contributing responsibly to local economic development while continuing to serve millions of Filipinos through digital financial services,” he added.
Redefining premium banking
Beyond its role as a major taxpayer, the digital finance firm said it is also supporting the city’s digitalization efforts by providing digital payment solutions for government services, local businesses, and residents — helping modernize collections and make transactions more efficient and secure.
Photo shows (from left): Gener Sison, Mandaluyong City Assessor; Ma. Corazon de Guzman, Mandaluyong City Treasury Department Head; Atty. Jake Domanico, Maya Head of Tax; Nick Wilwayco, Maya Head of Corporate Communications and PR; Atty. Lorenzo Matibag, Maya Legal Counsel; Nicko Penalla, Maya Tax Manager; Atty. Jerusha O. Villanueva, Mandaluyong City Business Permits and Licensing and Legal Officer.
The city recognition comes alongside fresh industry validation of the company’s brand-led approach to financial services.
At the recent Anvil Awards organized by the Public Relations Society of the Philippines, the digital finance firm earned two Silver Anvils for its Maya Black campaign, which reimagined how premium credit cards are positioned and experienced in the Philippines.
The company’s first branded credit card was launched fully in August 2025, and was designed to challenge a category long associated with exclusivity and paperwork.
Instead of framing premium credit as status-driven or intimidating, the campaign presented it as culturally relevant and attainable for modern, mobile-native Filipinos often overlooked by traditional credit systems.
Built for mobile-first consumers, it leverages Maya’s digital platform, artificial intelligence, and alternative data to widen access to credit.
The entire process — from application to card management —takes place within the Maya app, with instant virtual card issuance and a numberless physical card.
“We wanted to make premium banking feel personal, not privileged,” said Pepe Torres, Maya Group chief marketing officer. “Maya Black wasn’t just about launching a card — it was about changing how people feel about credit and who it’s for.”
Maya said the campaign’s cultural resonance translated into strong engagement and a steady influx of first-time cardholders, underscoring how fintech brands can build emotional relevance in a traditionally rigid category.
Linking growth, innovation, and public contribution
Maya operates an integrated fintech ecosystem spanning consumer payments, merchant acquiring, and digital banking.
Maya Bank is regulated by the Bangko Sentral ng Pilipinas (BSP), with deposits insured by the Philippine Deposit Insurance Corporation up to PHP1 million per depositor.
The company said its recognition as a top taxpayer and its recent marketing awards reflect a broader strategy of aligning business growth with innovation and public-sector support — expanding financial access while contributing to local government revenues and digital transformation initiatives.
