GCash, the Philippines’ leading finance super app, took center stage at the World Economic Forum (WEF) Annual Meeting 2025 in Davos, Switzerland, highlighting the transformative role of fintech and artificial intelligence (AI) in driving economic growth and financial inclusion.
In the session “Leaving Asia’s Comfort Zone,” GCash President and CEO Martha Sazon discussed how technology, data, and a customer-first approach can address societal challenges. She emphasized GCash’s mission to ensure that the benefits of fintech reach all Filipinos, especially those historically excluded from traditional banking.
“At the heart of what we do is financial inclusion,” said Sazon. “We are committed to using technology to create real societal impact.”
Transforming the Banking Landscape
Sazon highlighted the drastic shift in the country’s banking landscape, noting that before the pandemic, only 29% of Filipinos had access to formal banking services. Thanks to fintech adoption, this figure has surged to 65%, with even more people gaining financial access through digital platforms.
GCash pioneered the first-ever electronic Know Your Customer (eKYC) process in the Philippines, simplifying cashless payments and expanding financial services. Today, it serves over 94 million users, providing seamless access to loans, investments, and insurance—all at their fingertips.
AI: Unlocking Financial Access for Millions
Speaking in a panel hosted by Deloitte, GCash Chief Strategy Officer Rowena Zamora reiterated the company’s vision of “Finance for All” and the need to bridge systemic gaps in financial inclusion.
“The challenge is providing financial services to those who lack traditional banking requirements,” Zamora explained. “By leveraging AI, we can analyze users’ digital footprints instead of relying on conventional documentation.”
Through GScore, GCash utilizes AI to assess creditworthiness based on in-app activity, unlocking over $2 billion in micro-loans for seven million Filipinos—a game-changer in a country where credit penetration was once in the low single digits.
AI for Personalization, Security, and Trust
Beyond financial access, AI has also enhanced personalization, security, and fraud prevention within the GCash ecosystem.
“AI allows us to tailor-fit solutions for different customer needs while strengthening security,” said Sazon. “We collaborate with global institutions to advance AI for both our users and internal processes.”
Zamora added that AI adoption must go hand in hand with education, awareness, and upskilling, especially as cybersecurity threats continue to evolve.
GCash Joins WEF’s Unicorn Community
WEF has recognized GCash’s impact, with its parent company Mynt becoming the first Philippine member of WEF’s Unicorn Community—a prestigious network of the world’s top startups and scale-ups.
“We are honored to represent the Philippines in the World Economic Forum Unicorns Community,” Sazon shared. “This recognition reaffirms our commitment to revolutionizing financial services and contributing to global fintech conversations.”
With its continued innovations in fintech and AI, GCash remains at the forefront of driving financial inclusion and digital transformation—empowering more Filipinos to participate in the digital economy.
