MANILA, Philippines — A new generation of affluent Filipinos is redefining the country’s premier banking landscape. As more professionals, entrepreneurs, and first-generation business owners build wealth on their own terms, the demand for accessible, relationship-driven, and digitally enabled financial guidance continues to grow.
EastWest Priority, the wealth management arm of EastWest, was established to bridge the gap between traditional retail banking and private banking, making premier banking services more accessible to the country’s expanding affluent market. This client-centric approach recently earned regional recognition when EastWest Priority received the Best Private Bank – Domestic award at the FinanceAsia Awards 2026. FinanceAsia, a leading regional publication covering Asia’s capital markets and financial institutions, honors top-performing banks across the region through its annual awards program.
While many priority banking programs require clients to maintain between Php 3 million and Php 5 million in assets under management, EastWest Priority offers a more accessible entry threshold of Php 2.5 million. This enables a broader segment of rising professionals, entrepreneurs, and families to benefit from relationship-managed banking and customized wealth solutions.
“Filipino wealth is evolving,” said Rafael S. Algarra Jr., SEVP and Head of Financial Markets and Wealth Management. “We are seeing more professionals, entrepreneurs, and first-generation business owners building wealth in their own way and seeking a financial partner that understands their journey. EastWest Priority has evolved alongside this generation of clients—individuals who value thoughtful guidance, practical financial solutions, and a banking experience that is both personal and convenient.”
EastWest Priority combines personalized advisory services with digital convenience through an integrated phygital banking experience. Clients are supported by dedicated Relationship Managers and served through 12 Priority Centers strategically located across the country, while digital platforms provide seamless access to banking and wealth management services anytime, anywhere.
To further enhance its advisory capabilities, EastWest partnered with Singapore Management University to develop a specialized sales management program. This initiative equips Relationship Managers with deeper market insights and stronger advisory expertise aligned with global private banking standards.
The recognition comes amid a period of sustained growth for EastWest Priority. By the end of 2025, the business achieved double-digit growth across key metrics, outperformed broader market growth, and expanded both its assets under management and client base.
“We believe wealth management should be accessible, relevant, and centered on real client needs—not something that feels exclusive or out of reach,” Algarra added. “Our focus remains on enhancing the client experience through stronger advisory services, improved digital access, and solutions that evolve alongside our clients’ financial goals.”
By integrating relationship management, digital banking, business banking support, personal wealth management, and advisory services within a single ecosystem, EastWest Priority empowers clients to make informed financial decisions while enjoying seamless access to the products and solutions they need.
About East West Banking Corporation
East West Banking Corporation (EastWest) is a Filipino-owned universal bank dedicated to empowering clients through world-class financial solutions. EastWest is a subsidiary of Filinvest Development Corporation (FDC), one of the Philippines’ leading conglomerates with interests spanning real estate, banking, hospitality and tourism, infrastructure, power generation, and sugar. EastWest is not affiliated with any foreign financial institution that may carry a similar name.
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