Actress Judy Ann becomes the new face of Tala Philippines

Award-winning actress Judy Ann Santos-Agoncillo has built a reputation playing resilient underdogs on screen. Now, she’s taking that narrative off-screen - partnering with Tala Philippines to become the voice of everyday Filipinos in the financial space.

In a launch event held on 30 July, Santos-Agoncillo was unveiled as the brand ambassador for Tala Philippines, a digital lending platform with an ambitious goal: to make financial inclusion not just a buzzword but a daily reality for the unbanked majority. Since entering the Philippine market in 2017, Tala has disbursed over 118 billion pesos (US$2 billion) through 24 million loans, reaching 3.6 million customers.

“Financial empowerment is a real superpower,” said Santos-Agoncillo, as quoted by Daily Tribune. “It’s that peace of mind you feel when you know you can take care of your family. That’s something every Filipino deserves - and I’m proud to partner with Tala in helping more people experience that kind of security.”

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With 76% of Filipinos still unbanked as of 2024, Tala positions itself as more than just a loan provider. Its platform is designed to meet people where they are, irrespective of income bracket or banking history. From emergency expenses to small business growth, the app promises flexible, secure credit access, paired with tools to build lasting financial stability.

“Tala can serve as a tool to help Filipinos unleash their potential,” said Moritz Gastl, general manager of Tala Philippines. “We want to be more than just a lending platform. We want to be their kasangga sa laban ng buhay (ally in life’s struggles).”

The decision to appoint Santos-Agoncillo goes beyond her celebrity status. Tala sees in her a symbol of perseverance - someone whose personal and professional journey mirrors the aspirations of the customers the platform serves.

“She embodies the everyday Filipino - strong, hardworking, and determined,” said Missy Santos, marketing director of Tala Philippines. “More than being a superstar, she’s a mom and entrepreneur - just like many of our customers. With Judy Ann, we want to show that anyone can be the bida (hero) of their own financial journey.”

Earlier this year, as Tala surpassed 10 million customers globally and more than US$6 billion in credit disbursed, the fintech firm was doubling down on its commitment to inclusion - particularly in the Philippines, one of its key markets.

Founded in 2011 by Shivani Siroya to offer instant credit scores to underserved populations in countries such as Kenya, Mexico, India, and the Philippines, Tala has consistently positioned itself at the intersection of financial innovation and social impact.

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