The Palawan Group of Companies, one of the country’s most trusted financial services brands, marked a major milestone recently with the successful staging of its inaugural Marketing Summit, “Palawan NEXTGEN: Marketing in the Age of AI, CX, and Innovation,” at the Valle Verde Country Club in Pasig City.
The two-day event gathered thought leaders from across finance, technology, advertising, and consumer research — including experts from Google, TikTok, the Bangko Sentral ng Pilipinas (BSP), and Bank of the Philippine Islands (BPI).
Together with Palawan executives, they explored how artificial intelligence (AI), customer experience, and leadership can redefine not just marketing, but the broader landscape of financial services in the Philippines.
A platform for growth and collaboration
Karlo M. Castro, President and CEO of Palawan Group
Palawan Group President and CEO Karlo M. Castro described the summit as a catalyst for stronger strategies built on collaboration and innovation.
“This summit is a platform for dialogue — a space where we can exchange ideas, learn from each other, and build stronger strategies together,” Castro said. “Our focus is clear: how to embrace technological advancements and maximize new tools to serve our customers better.”
For Palawan, the commitment goes beyond branding. Every marketing innovation ties back to its mission of delivering more value to its “Sukis,” whether through smarter promotions, AI-driven personalization, or new ways to improve everyday customer experiences.
Day 1: Finance and consumer trends
The summit opened with the theme “Foundations of Growth: Finance Industry and Consumer Trends.” Discussions dug into the macroeconomic forces shaping the Philippine financial sector, evolving consumer behavior, and the urgent need for financial inclusion.
For Palawan, this was more than an academic exercise. With over 3,500 Palawan Pawnshop–Palawan Express Pera Padala branches and 21 million PalawanPay users, the company is building on its brick-tech model — combining the physical presence that many Filipinos still rely on with the convenience of digital financial services.
By doing so, Palawan is positioning itself not only as a remittance and pawning leader but also as a fintech driver in a country where payments, savings, and access to credit remain underserved.
Day 2: AI in the age of customer experience
The second day zeroed in on artificial intelligence and its potential to reshape finance and marketing. Experts and practitioners discussed how AI can improve customer engagement, campaign creativity, and product design.
Sessions explored real-world applications — from data-driven personalization of offers to smarter fraud prevention systems. For Palawan, the vision is clear: leverage AI to serve millions of Sukis nationwide and globally with more efficiency, convenience, and security.
Bernard Kaibigan, CMO of Palawan Group
Chief Marketing Officer Bernard Kaibigan emphasized that the company’s marketing transformation aligns with its fintech ambitions.
“Over the past two days, we didn’t just talk about trends, AI, and customer experience. We reimagined the future of financial services — and the role that Palawan will play in shaping that future for millions of Filipinos,” Kaibigan said.
Why this matters for Philippine fintech
Palawan Group CMO Bernard Kaibigan (left) led a powerhouse fireside chat with BSP’s Elicia Camille Molina, Grow Capital Managing Partner Paul Joseph Garcia, and Mabuhay Capital CEO Lito Sibayan on shaping the future of finance and innovation
The summit underscores how traditional financial institutions can adapt to the digital-first economy. Palawan’s push into AI, consumer insights, and next-generation marketing is not simply about keeping pace with change; it’s about driving it.
For the Philippine payments industry, this could mean:
- More accessible services for the unbanked and underbanked through PalawanPay and Palawan’s expansive physical network.
- Lower transaction costs and smarter promotions that encourage more Filipinos to adopt digital payments.
- Improved security through AI-driven fraud detection, building greater trust in fintech solutions.
- Personalized financial products that reflect the diverse needs of overseas workers, small business owners, and young digital consumers.
By blending physical reach with digital innovation, Palawan is emerging as a vital player in the broader fintech ecosystem — one that can help accelerate the Philippines’ transition to a more inclusive digital economy.
About Palawan Group of Companies
The Palawan Group Marketing Team is committed to taking part as the company takes the lead in
shaping the future of financial services for millions of Filipinos
Founded nearly four decades ago, the Palawan Group has grown into one of the fastest-growing financial institutions in the Philippines. Its services include pawning, domestic and international remittances, microinsurance, bill payment, electronic load, e-wallet cash-in and cash-out, and jewelry sales.
Its flagship app, PalawanPay, now serves over 21 million users, offering digital remittances, bill payments, QR Ph-enabled transactions, pawn renewals, and more. Supervised by the BSP, Palawan continues to expand its nationwide network of over 70,000 branches, outlets, and money shops.
The company’s first marketing summit is a clear signal: Palawan is not just keeping up with fintech trends — it’s preparing to lead them, with AI, customer experience, and financial inclusion at the heart of its growth strategy.
