For many Filipinos, financial security remains the dream—being able to comfortably cover daily needs, handle emergencies, and save for the future. But while the dream is shared, the path to get there is not always equal.
76% of Filipinos remain unbanked or underserved by traditional institutions. That’s where Tala comes in—as a kasangga sa laban ng buhay, helping level the playing field so more people can take control of their finances and shape their own future.
And now, that message just got even stronger with Judy Ann Santos-Agoncillo stepping in as Tala Philippines’ newest brand ambassador.
TALAverse: Patas na ang Laban
Revealed during a special launch event on July 30, Judy Ann Santos-Agoncillo is now the face of Tala’s new campaign: the TALAverse, a movement that pushes for fairness and equal access to financial opportunities.
“Everyone deserves a fighting chance in life. And that includes having the means to support your family,” said Judy Ann. “That’s why I’m proud to partner with Tala—to help more Filipinos feel empowered through financial access.”
In true Tala fashion, the launch was fun and interactive, with guests participating in games and conversations around how credit can change lives, especially when paired with radical trust and accessibility.
A Partner in Every Filipino’s Financial Journey
Since launching in the Philippines in 2017, Tala has released 24 million loans worth over ₱118 billion to 3.6 million customers—helping people start businesses, pay for school, manage bills, or simply make ends meet.
“Tala isn’t just about providing credit—it’s about empowering people to take charge of their own lives,” said Moritz Gastl, General Manager of Tala Philippines. “Whether it’s growing income, building savings, or planning for the future, we want to be the trusted partner that helps unlock every Filipino’s potential.”
A Hero Filipinos Can Relate To
Tala’s Marketing Director, Missy Santos, shared why Judy Ann is the perfect fit.
“She’s more than a celebrated actress—she’s a mom, a business owner, and a symbol of strength and resilience. Many of her roles reflect our customers’ experiences: underdogs fighting back and thriving against all odds.”
In a heartfelt Q&A session, Judy Ann also shared personal reflections on financial responsibility and how she teaches her children the value of money—making her even more relatable to Tala’s community of hardworking, goal-driven Filipinos.
Empowering the Bida in Everyone
“Just like Judy Ann’s iconic roles, our customers can be the bida of their own story,” added Missy. “By taking control of their finances with Tala, they can pursue their goals with confidence and dignity.”
As Tala continues to champion access and fairness in finance, this partnership is a celebration of Filipino grit—and a reminder that anyone can rise, thrive, and own their journey when given the right tools.
Watch Judy Ann’s debut as Tala’s new ambassador: