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CIMB to Empower Filipino Millennials in Pursuing Financial Life Purpose

CIMB Bank

CIMB Bank Philippines vowed to empower Filipino millennials with better financial products and financial literacy programs to help them hurdle financial limitations, which was cited in the Bank’s research as the biggest roadblock in pursuing their life purpose.

CIMB Bank
Photo shows, from left to right: Director Antoinette Jadaone, Cat TriviƱo, Milieu Insight Co-Founder and Chief Commercial Officer Juda Kanaprach, CIMB Bank PH Chief Executive Officer Vijay Manoharan, CIMB Bank PH Chief Marketing Officer Bunny Aguilar, Ateneo Business Resource Center Director Dr. John Luis Lagdameo, and Ateneo de Manila University John Gokongwei School of Management Marketing & Law Department Chair Dr. Norman Tanchingco.

The study, which was done with the Southeast Asia consumer research agency Milieu Insight and the Ateneo Business Resource Center of the Ateneo de Manila University John Gokongwei School of Management, found that one in two Filipino millennials surveyed are not pursuing their life purpose or believe they are not making progress.

The study also revealed that 65% of surveyed Filipino millennials cited financial limitations were the biggest barrier to pursuing their life's purpose.

CIMB Bank Philippines Chief Marketing Officer Bunny Aguilar said that the company will soon launch an active financial literacy campaign and offer meaningful financial products as advocacy for Filipino millennials.

“To learn that half of the Filipino millennials are not actively pursuing what they think they’re meant to do, their life purpose because of financial limitations, we took it upon ourselves to let them know that CIMB is here to encourage them to live their life purpose. We will provide better accessible financial solutions and financial literacy awareness to help them and our customers achieve their life goals,” Aguilar said.

Aguilar also revealed that the study and partnerships with Ateneo and Milieu Insight are the first steps in repositioning the CIMB Bank PH brand with purpose at the center.

“With our #LiveYourPurposeWithCIMB program, we will focus all efforts in making CIMB brand in the Philippines as the digital banking service provider that helps our customers pursue their life purpose,” Aguilar said.

Learn more about CIMB’s study and campaign here.
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