Palawan for All marks a new chapter for the Palawan Group of Companies as the financial services provider seeks to make its growing ecosystem more accessible, convenient, and relevant to Filipinos across generations and stages of life.
The company unveiled the campaign during its media event on August 20, following its 41st anniversary on August 17. The initiative brings together Palawan’s traditional and digital financial services under one vision, spanning pawning, domestic and international remittances, e-wallet payments, microinsurance, credit, and business solutions.
From pawnshop to a wider financial ecosystem
Palawan began more than four decades ago with a single service focused on pawning. Since then, the company has expanded its offerings as the financial needs of Filipino consumers evolved.
Today, its ecosystem includes Palawan Pawnshop, Palawan Express Pera Padala, PalawanPay, ProtekTODO, Palawan Credit, and other financial services designed for individuals, families, and businesses.
Karlo M. Castro, President and CEO of the Palawan Group, said the company’s expansion reflects the changing needs of the customers it serves.
Karlo M. Castro, Chief Executive Officer, Palawan Group of Companies
“Whether you need to send money to your family, receive support from a loved one abroad, pay your bills, save, get financial protection, access credit, manage your business, or simply have a convenient way to manage your money, there is a Palawan for you,” Castro said.
He added that Filipinos have different financial needs depending on their circumstances, from students and young professionals to parents, entrepreneurs, and overseas Filipino workers.
“Because we know that Filipinos are not all the same,” Castro said. “A student has different needs from a young professional. A parent has different priorities from a small business owner. An OFW has a different financial journey from the family waiting for that remittance back home.”
A “bricktech” approach to financial inclusion
A key part of the Palawan for All strategy is maintaining both physical and digital access to financial services.
Castro described the company’s approach as “bricktech,” combining its extensive physical network with digital platforms such as PalawanPay.
“Dapat pwede sa branch, pwede sa app,” he said, emphasizing that customers should be able to choose how they access financial services.
Palawan’s network has now grown to more than 3,800 branches, while its wider network includes thousands of Palawan Express Pera Padala outlets and PalawanPay Money Shops nationwide.
Through PalawanPay, customers can send and receive money, pay bills, purchase mobile load, make QR Ph payments, renew pawn transactions, access insurance products, and claim international remittances.
Building trust across generations
Beyond expanding its product portfolio, Palawan said the campaign is centered on the trust it has built with Filipino customers over the past 41 years.
(L-R) Korina Castro-Fernando, Bobby L. Castro, Marian Rivera, Lilian Castro-Selda, Lisa Castro-Sabado, and Karlo M. Castro.
Lilian Castro-Selda, Chief Financial Officer of the Palawan Group, said the company’s growth is ultimately tied to its ability to respond to the everyday financial needs of Filipinos.
“Every time we improve a service, introduce a new solution, or make a financial transaction faster, easier, and more accessible, we are responding to a real need of a Filipino,” Castro-Selda said.
She added that innovation should not simply be about following technology trends, but about improving customers’ experiences.
“It is about asking: Does this make life better for our Suki? Does this make financial services more accessible? Does this give Filipinos the service they need and deserve?” she said.
Marian Rivera renews partnership with Palawan
The launch also marked the renewal of Palawan’s partnership with long-time brand ambassador Marian Rivera, reinforcing the campaign’s focus on family, trust, and authenticity.
Castro said Rivera was chosen not simply because of her popularity, but because her personal journey reflects values that Palawan wants to represent.
“Someone resilient. Someone hardworking. Someone who has experienced challenges, worked through them, and built success through perseverance,” Castro said.
For Palawan, the renewed partnership represents a shared belief in making financial services accessible to Filipino families.
What ‘Palawan for All Means‘
Palawan for All positions the company’s next phase of growth around a broader financial ecosystem rather than individual products.
For Castro-Selda, that growth comes with a responsibility to continue earning customers’ trust.
“Ultimately, our greatest measure of success is not only what we earn, but the lives we are able to serve, the needs we are able to meet, and the trust we continue to earn from every Filipino,” she said.
As Palawan expands its physical and digital services, the company aims to remain a financial partner for Filipinos wherever they are in their financial journey.
“May Palawan para sa’yo,” Castro said, capturing the central message behind the campaign: a financial service ecosystem designed to serve Filipinos at every stage of life.
