For millions of Filipinos, financial security remains a deeply personal goal—one often pursued with grit, sacrifice, and the hope of a better future. But not everyone begins from the same starting line. In 2024, 76% of Filipinos were still unbanked or underserved by traditional financial institutions. It’s a sobering figure, and one that speaks to the glaring gap between ambition and access.
Tala Philippines, a financial technology company on a mission to change that. And now, with multi-awarded actress Judy Ann Santos-Agoncillo as its newest brand ambassador, Tala isn’t just talking about financial empowerment—it’s putting a familiar, trusted face to it.
The partnership was launched last July 30 at the New World Hotel in Makati, where Judy Ann was officially welcomed as the embodiment of the everyday Filipino’s determination and strength. The event marked more than just an endorsement; it signaled a renewed commitment to helping people take control of their financial lives, one responsible step at a time.
“Puwede ’to, kaya ’to.”
For someone who has been in show business for nearly four decades, Judy Ann knows a thing or two about longevity, resilience, and reinvention. Whether onscreen as the underdog fighting for dignity or offscreen as a mom, entrepreneur, and advocate, she has always represented the kind of relatable strength that resonates deeply with Filipinos.
“Tala is actually teaching you to be responsible,” Judy Ann said in an exclusive PEP.ph interview, “and at the same time empowering you na maniwala ka sa sarili mo—‘Puwede ‘to, kaya ‘to.’”
But, she cautioned, it takes more than just belief. “Kailangan, Juan Masipag tayo kasi pumasok na yung una mong paa sa pintuan ng pangarap mo. Kailangan mong baguhin ang mindset mo, kailangan mong maging responsible para sa pangkabuuan, at the end of the day, malaki yung maiuwi mo, may natutunan ka, naging successful ka pa. You don’t have to start big.”
That mindset mirrors Tala’s very mission: giving people the financial tools to move forward, regardless of their circumstances.
Not Just a Loan App
Tala is far from just another online lending app. Since entering the Philippine market in 2017, it has disbursed over 24 million loans totaling more than Php 118 billion to 3.6 million customers. And it isn’t slowing down.
“Through the transformative power of access and radical trust, we’re taking on a role in the lives of our customers that goes beyond just transactional,” said Moritz Gastl, General Manager of Tala Philippines. “We want to be their kasangga sa laban ng buhay—in exploring additional sources of income, saving for the future, building an education fund for their children, and more. Tala can serve as a tool to help them unleash their potential to grow and thrive no matter their circumstances.”
This commitment to leveling the playing field is at the core of Tala’s newest campaign, which Judy Ann now helps champion.
“Financial empowerment is indeed a superpower, especially in a time where the costs of basic necessities and just about everything else continue to rise,” she said during the launch event. “It’s a gratifying feeling when we know that we have the means to take care of our family, to provide for their needs. I believe everyone has the right to have that power. I’m excited to work with Tala Philippines in supporting the financial journey of more Filipinos.”
Why Judy Ann?
The decision to bring Judy Ann on board wasn’t just a matter of celebrity status. For Tala’s team, it was about alignment—values, character, and real-life relatability.
“It’s an honor to have Ms. Judy Ann as Tala Philippines’ ambassador,” said Tala Marketing Director Missy Santos. “More than a talented actress, she’s also a businesswoman and a mom just like many of our customers. We’re excited to show that just like her roles as the heroine, our customers have a chance to be the bida in their own stories by taking control of their finances and working toward their goals. This is of course aligned with our mission of empowering the unbanked and underserved in the country.”
From her film roles to her family life, Judy Ann represents the kind of responsible, empowered Filipino Tala wants to uplift. Her long-standing reputation as someone who has “nothing to hide,” as she told PEP.ph, and who treats everyone—from marshals to crew—with respect, makes her a natural fit for a brand that values fairness and accountability.
Welcome to the TALAverse
The launch event also unveiled the TALAverse, an interactive space where attendees explored Tala’s values and services through games, personal storytelling, and live discussions. One standout moment was a crossword game that featured keywords central to Tala’s mission: empowerment, credit, responsibility, trust.
In a symbolic ceremonial toast, Judy Ann stood alongside Moritz Gastl and Missy Santos, reiterating their shared belief that patas na ang laban—when people are given the tools and trust they need to succeed.
It’s easy to underestimate the impact of a financial app, especially in an industry flooded with options. But what sets Tala apart is its heart. And now, it has a face that Filipinos trust.
Whether it’s helping someone build a small business, pay for tuition, or simply make ends meet, Tala—together with Judy Ann—wants every Filipino to know: You don’t have to start big. You just have to start.
And this time, you’re not starting alone.
