Despite the explosive growth of digital wallets in the Philippines, a staggering 95% of Filipinos remain “credit invisible.” While millions can now scan a QR code to buy coffee, the vast majority still lack the formal credit profiles necessary to secure a bank loan, buy a home, or fund a small business.
In response to this systemic “access gap,” personal finance marketplace Moneymax and the Credit Card Association of the Philippines (CCAP) have officially launched “The Confidence Movement: Credit Literacy for Every Juan.”
Announced on January 20, 2026, the nationwide initiative aims to transform credit from a source of fear into a tool for economic mobility.
The “payday loan” trap
The current fintech landscape in the Philippines is a paradox of high participation but low empowerment. While digital adoption is at an all-time high, the lack of formal credit ratings often forces consumers toward high-interest payday loans for quick liquidity.
According to Moneymax and CCAP, the goal of The Confidence Movement is to show Filipinos that their initial digital footprints can be a gateway to the formal banking sector. By mastering responsible credit habits, “Every Juan” can graduate from short-term borrowing to sustainable financial products with lower interest rates.
“Financial education is fundamentally about empowerment,” says Shravan Thakur, Chief Commercial Officer of MoneyHero Group (Moneymax’s parent company). “When Filipinos understand credit better, they can build wealth, pursue homeownership, and start businesses. This is the transformative potential we’re committed to realizing.”
A roadmap for credit health
Photo shows (from L-R): CCAP President Geraldine Liggayu, MoneyHero Chief Commercial Officer Shravan Thakur, and CCAP Chairman Rolando Ebreo.
The campaign isn’t just a marketing push; it is a structured educational rollout designed to align with the Bangko Sentral ng Pilipinas’ (BSP) National Strategy for Financial Inclusion 2022–2028.
The initiative will deploy:
- Interactive Digital Content: Structured guides and webinars hosted on Moneymax’s platforms.
- Responsible Borrowing Frameworks: Practical advice on improving credit scores and navigating regulated financial products.
- Brand-Agnostic Education: Ensuring the information remains credible and focused on consumer welfare rather than specific product sales.
CCAP President Geraldine Liggayu emphasized that the partnership allows for a broader reach in an increasingly digital environment. “Partnering with Moneymax allows us to broaden the reach of CCAP’s consumer education efforts while respecting editorial independence,” she noted.
Betting big on the Philippines
The timing of this partnership coincides with an aggressive expansion by MoneyHero Group (NASDAQ: MNY). The Nasdaq-listed firm has tagged the Philippines as its primary growth market, recently relocating to a new office in Bonifacio Global City (BGC).
With the integration of AI and high mobile penetration, MoneyHero projects its next 50 million consumer engagements will be driven by Filipino users. However, for those engagements to translate into real wealth, credit literacy must catch up with digital adoption.
As CCAP Chairman Rolando Ebreo puts it: “We aim to deliver content that will help consumers make informed decisions… promoting responsible credit use through education that is practical, timely, and meaningful to everyday life.”
Final thoughts
In a market where “utang” (debt) often carries a negative social stigma, rebranding credit as “Confidence” is a savvy move.
If Moneymax and CCAP can successfully bridge the gap for the credit invisible 95%, they aren’t just helping consumers — they are expanding the total addressable market for every bank and fintech player in the country.
