The Palawan Group of Companies is marking its 41st anniversary with the launch of “Palawan for All,” a campaign that brings together its growing portfolio of financial services as the company expands beyond its traditional pawning and remittance businesses.
Unveiled during a media gathering in Makati, the campaign highlights Palawan’s evolution into a broader financial services group offering digital payments, microinsurance, credit, business solutions, and wealth-building options, while continuing to serve millions of Filipinos through its core businesses.
The company said the initiative is anchored on the different financial priorities Filipinos face throughout their lives—from managing a first paycheck and sending money to family to growing a business and preparing for the future.
BrickTech strategy
Palawan continues to maintain its nationwide physical presence while expanding its digital services. Its more than 3,800 branches remain key touchpoints for customers, while its PalawanPay e-wallet enables users to send money, pay bills, make QR Ph payments, renew their pawn, and access other services through their phones.
The company describes this strategy as “BrickTech,” combining the reach and familiarity of its physical network with digital convenience. PalawanPay now has more than 23 million users.
“As our customers’ needs have changed, Palawan has continued to evolve with them. Today, we bring together different brands and services that can support Filipinos in different ways, from sending and receiving money to accessing credit, protecting their families, managing a business, and planning for the future. We want to make these financial services more understandable, convenient, and relevant to the everyday lives of Filipinos,” said Karlo M. Castro, President and CEO of the Palawan Group of Companies.
The Group’s portfolio also includes Palawan ProtekTODO for microinsurance, while Palawan Gold and Palawan Pawnshop Jewelry offer options focused on building and preserving wealth. Palawan for Business and Palawan Credit provide solutions for entrepreneurs and customers pursuing their financial goals.
A partnership rooted in shared values
The anniversary campaign also marks the second year of Palawan’s partnership with Marian Rivera as the Group’s brand ambassador. Marian sees a natural connection with a campaign that recognizes the different financial needs that come with each stage of life.
She also sees this evolution reflected in Palawan’s own journey. “What I appreciate most is that Palawan has grown alongside Filipino families. I’ve seen how the brand has evolved as our lives and financial needs have changed. Before, sending money home meant going to a branch, but today, with PalawanPay, you can send money, make payments, renew your pawn, and manage everyday financial transactions anytime, anywhere—something that fits the way many of us live today,” Marian shared.
Her continued partnership with the Group is anchored on shared values of family, hard work, trust, and care for Filipinos.
A broader financial partner
As Palawan enters its next chapter, the company said Palawan for All is intended to bring its different services together under a broader commitment to Filipinos at various stages of their financial lives.
“Palawan for All brings these different services together under one promise: to be a financial partner for Filipinos through the different chapters of their lives. It is a campaign about people, not products. Every Filipino has a different financial journey, but everyone deserves a partner they can rely on, whether they are starting their first job, supporting their family, growing a business, or planning for the future,” shared Bernard V. Kaibigan, Chief Marketing Officer of the Palawan Group of Companies.
