For many Filipinos, the word utang (debt) often carries a negative connotation, associated with financial hardship or poor money management. Consumer finance platform Salmon wants to challenge that perception by encouraging Filipinos to view responsible credit and borrowing as tools for achieving financial goals rather than sources of anxiety.
The fintech company has launched a new brand campaign built around the message, “If your money feels good, it’s probably Salmon,” highlighting its credit and lending products, while encouraging consumers to view formal credit as part of responsible financial planning.
The campaign’s first advertisement features television host and comedian Sam YG, who celebrates everyday milestones — from using a credit line for purchases to financing a motorcycle — as moments made possible through responsible access to credit.
Survey suggests attitudes toward formal credit are changing
IMAGE CREDIT: Salmon
According to Salmon, the campaign reflects a broader effort to promote the responsible use of lending products at a time when more Filipinos are seeking formal financing options for everyday expenses and major purchases.
“When used responsibly, utang can be a powerful financial tool that helps Filipinos achieve the life they’ve always dreamed of,” said Raffy Montemayor, co-founder of Salmon. “Our goal is to be a reliable financial partner for Filipinos in achieving these life milestones, whether that’s buying their first motorcycle, paying for furniture for their new home, or simply gaining their first access to formal credit.”
The consumer finance platform said findings from an internal customer survey suggest that borrowers are increasingly viewing formal credit more positively.
According to the company, 85% of users of its Credit Line product reported that the service had a positive impact on their household’s financial well-being, while 93% of Product Loan customers said they would recommend the platform to family and friends.
The fintech firm attributed these results to product features aimed at encouraging responsible borrowing, including transparent loan terms, cashback on eligible purchases, and an interest-free grace period for qualified customers who pay their bills on time.
Fintech promotes responsible borrowing through digital services
Salmon also offers fully digital loan applications and repayments, along with QR and card payment capabilities through its Credit Line product. Product loans are available through a network of more than 10,000 partner merchants nationwide, according to the company.
Beyond product features, Salmon highlighted its client protection initiatives, noting that Salmon Finance Inc. recently received a Silver Client Protection Certification from Cerise+SPTF following an independent assessment against international client protection standards.
Founded in 2022, Salmon Group operates financial services businesses in the Philippines, including Salmon Finance Inc., an SEC-licensed financing company, and Salmon Bank (Rural Bank) Inc., which is regulated by the Bangko Sentral ng Pilipinas. The company’s consumer lending products are offered through the Salmon mobile application.
As digital lending continues to expand in the Philippines, fintech firms are increasingly focusing not only on widening access to credit but also on encouraging borrowers to use it responsibly, a message Salmon hopes its latest campaign will help reinforce.
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Editor’s note: This article is based primarily on information provided by Salmon and has been edited for clarity and journalistic style. Survey results, product claims, and customer impact statements are attributed to the company unless otherwise indicated. FintechNewsPH publishes this report as a news article and does not endorse any financial product, lending platform, or financial service.
