Digital bank Maya launches first savings calendar, fronted by Julia Barretto

Philippine digital bank Maya has unveiled its first savings calendar, with actress Julia Barretto as its face. Beyond another glossy shoot—it's a fusion of lifestyle and financial literacy designed to make saving feel more aspirational.

Ditching the traditional fire-and-ice motifs of typical calendar girls, Barretto steps into her "savings era," co-creating a one-of-a-kind calendar that celebrates consistent saving and compound interest. The calendar visually tracks how savings can grow month by month—with projections based on regular 10,000-peso top-ups and interest of up to 15% per annum, paid daily.

"This is a proud moment for me, as it's a celebration of where I am now in life," Barretto said, as quoted by The Philippine STAR. She was also the calendar girl for beverage brand Tanduay in 2024.

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Each month features Barretto styled around a playful theme—April's edition, for instance, has her donning sunglasses from her own label, Juju Club. These visuals are matched with tongue-in-cheek savings-themed lyrics like January's twist on Katy Perry's Firework: "Baby, you're a firework, come on let your ipon earn."

The campaign walks the line between financial empowerment and pop flair. For Maya, it's also a creative education tool. The calendar physically illustrates daily interest accumulation, making abstract concepts like compounding far more relatable to a younger audience.

It's also gamified: Maya users who boost their savings between 30 March and 27 April are entered into a draw. Prizes include a meet-and-greet with Julia, signed calendars, and Maya credits. The mechanics are simple—each 1,000-peso increment saved equals one raffle entry, encouraging users to save more, more often.

From a brand standpoint, this is Maya continuing to speak the language of Gen Z and young millennials—offering not only high-yield savings but a narrative that turns saving into a statement. The savings calendar is now available online via Maya's website, with updates and behind-the-scenes content teased across its social platforms.

Maya Bank, the digital banking arm of Voyager Innovations, closed 2024 with 5.4 million customers on its platform.

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