Tala Philippines is proud to welcome iconic actress and entrepreneur Judy Ann Santos-Agoncillo as its newest brand ambassador—joining the mission to bring fairness, opportunity, and financial freedom to millions of Filipinos.

In a country where financial security tops the list of dreams—where people strive to cover daily expenses, brace for life’s emergencies, and build a better future—access to financial tools remains a major hurdle. As of 2024, a staggering 76% of Filipinos are still unbanked or underserved by traditional institutions.

That’s where Tala comes in.

Since its launch in the Philippines in 2017, Tala has become a trusted partner for 3.6 million customers, disbursing over 24 million loans worth more than ₱118 billion. Through safe, convenient, and flexible credit, Tala gives Filipinos the power to jumpstart their financial journey—regardless of where they begin.

“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. 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,”said Moritz Gastl, General Manager of Tala Philippines. “Tala can serve as a tool to help them unleash their potential to grow and thrive no matter their circumstances.”

To bring this message to life, Tala has teamed up with Judy Ann Santos-Agoncillo—an inspiring symbol of perseverance, resilience, and heart. At the official launch event on July 30, Judy Ann was introduced as the face of everyday Filipinos who continue to rise above challenges with unwavering determination.

“Financial empowerment is indeed a superpower, especially in a time where the costs of basic necessities and just about everything else continue to rise. 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,” said Santos-Agoncillo.”I’m excited to work with Tala Philippines in supporting the financial journey of more Filipinos.”

Missy Santos, Marketing Director of Tala Philippines, emphasized that Judy Ann’s authenticity and relatability make her the perfect fit.  It’s an honor to have Ms. Judy Ann as Tala Philippines’ ambassador. 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,” she added.

Catch Judy Ann in Tala Philippines’ latest campaign and see how financial empowerment is changing lives. Visit https://www.tala.ph and download the Tala app to get started.