EastWest unveils new priority banking experience for high-net-worth Filipinos

East West Banking Corporation (EastWest) has launched an enhanced EastWest Priority Banking experience, positioning the offering as a more personalised and insight-driven proposition for affluent clients amid changing attitudes towards wealth management.

The launch was marked by "The Symphony of Insights and Opportunities", an event held at Shangri-La The Fort, Manila, which brought together more than 250 EastWest Priority Banking clients. The programme combined market outlook discussions, client engagement sessions and performances by the Manila Symphony Orchestra alongside National Artist Ryan Cayabyab and his children Krina and Toma Cayabyab.

At the heart of the relaunch is EastWest's effort to move beyond traditional wealth management services by providing clients with broader advisory support, personalised investment guidance and lifestyle benefits.

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"EastWest Priority Banking is being enhanced with a clearer purpose: to give our clients a more personal, more insightful, and more complete banking relationship, one where we work alongside them every step of the way," said Jerry G. Ngo, CEO of EastWest. "For Priority Banking clients, ease means having the right advice, access, and insight when it matters most."

Under the refreshed offering, clients will have access to a range of investment and wealth management solutions, including bonds, unit investment trust funds (UITFs), equities, insurance products, gold-related investments and portfolio allocation guidance. The bank said clients will be supported by relationship managers trained through Singapore Management University programmes, with a focus on long-term advisory relationships.

EastWest is also expanding the physical footprint of its Priority Banking network, which currently consists of 13 dedicated Priority Banking branches nationwide, with additional locations planned.

The bank's latest move comes as affluent consumers increasingly seek guidance that extends beyond investment returns and encompasses broader life goals, mobility and legacy planning.

According to Rafael S. Algarra Jr., EastWest's SEVP and head of financial markets and wealth management, the shift reflects changing client expectations.

"Wealth conversations today are broader than before. They are no longer limited to asking, 'Where should I invest?'" said Algarra. "They now include family, mobility, succession, protection, and long-term purpose - conversations we want to continue with our clients through EastWest Priority Banking."

To support these conversations, the launch event featured speakers from BlackRock, Henley & Partners and Acumen, alongside EastWest executives. Discussions covered global market conditions, Philippine investment opportunities, international education and mobility pathways, as well as succession planning and family business continuity.

A key component of the refreshed Priority Banking proposition is EastWest's partnership with Visa, which adds a range of premium travel, lifestyle and payment benefits to the programme.

Through EastWest Visa Infinite debit and credit card products, Priority Banking clients can access international ATM networks, travel insurance coverage, Priority Pass access, rewards programmes, concierge-style assistance and other lifestyle privileges.

Jeffrey Navarro, country manager for Visa Philippines, said affluent consumers are increasingly prioritising experiences over traditional status symbols.

"Today's affluent consumers are increasingly driven by experiences, deeper enrichment, and intentional luxury, rather than traditional status-led consumption. With Visa Infinite, Visa brings curated experiences and premium benefits in a single, intelligent payment ecosystem, enabling the affluent to move, choose, and live with confidence through seamless and secure payment experiences," said Navarro.

To coincide with the launch, EastWest has introduced a series of promotional offers running from June to November 2026, including cash credits for new-to-bank Priority Banking clients, referral incentives, welcome gifts for qualifying Visa Infinite cardholders and triple rewards points on travel-related spending.

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