Gabbi Garcia fronts Salmon's push for smarter money management

Fast-growing fintech brand Salmon has named actress and host Gabbi Garcia as its newest brand ambassador, unveiling her appointment at the close of its two-day Salmon Feels Good Weekend.

Held at Glorietta Activity Centre from 5 to 6 September, the event was built around everyday feel-good moments, with mallgoers invited to sing, refresh their looks, take photos and win prizes.

The celebration culminated in a late-night show hosted by Salmon ambassador Sam YG, with Garcia and Unang Hirit personalities Joy Barcoma and Baus Rufo also taking part.

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The partnership centres on Garcia’s approach to managing money while making room for the experiences she values. Having started working at a young age, Garcia said she learned early about financial responsibility and began managing her own finances independently by the age of 22.

“I started working at a young age, so I also learned early on the value of being responsible with money. This is why I’m excited to work with Salmon, a secure and reliable tool that I genuinely believe can make growing and managing money easier and more empowering for money-savvy Filipinos like me,” Garcia said.

According to Salmon, Garcia balances saving and investing with pursuing business opportunities, while continuing to spend on interests including fashion, food and travel.

“Gabbi manages her own money with real discipline, and she still spends on what she values. That mindset represents a generation of Filipinos who want both: control over their finances and the freedom to enjoy what they’ve earned. This makes her the ideal ambassador for Salmon, a finance app designed to be a reliable partner for Filipinos through their everyday money moments,” said Raffy Montemayor, co-founder of Salmon.

The collaboration comes as Salmon positions its app around everyday financial management, offering access to credit and banking products through its lending and banking businesses.

Its credit products include the Salmon Credit Line, Product Loan and Moto Loan, which allow customers to manage household expenses and spread larger purchases across monthly instalments. Through Salmon Bank’s time deposit products, customers can also grow their savings with interest.

Salmon Group operates Salmon Bank (Rural Bank), a Bangko Sentral ng Pilipinas-regulated rural bank, and SEC-licensed Salmon Finance, its lending arm in the Philippines.

Founded in July 2022 by Pavel Fedorov, George Chesakov and Montemayor, Salmon Group is backed by IFC and ADQ/Lunate and is building a financial services platform across Southeast Asia, starting with the Philippines.

From AI-powered marketing and the friction economy to retention-led growth, DMA Philippines 2026 on 29 September in Manila will bring together marketers to tackle the opportunities and challenges shaping the next phase of digital transformation.

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