EastWest Priority evolves with today Filipino wealth clients

A new generation of Filipino wealth clients is reshaping the country’s premier banking landscape. More professionals, entrepreneurs, and first-generation business owners are building wealth in their own way, creating stronger demand for financial guidance that is accessible, relationship-led, and digitally enabled.

EastWest Priority, the wealth management segment of EastWest, was designed to bridge the gap between traditional retail banking and private banking, making premier banking more accessible to the country’s growing affluent segment. Its approach to wealth banking recently earned regional recognition, receiving the Best Private Bank – Domestic award at the FinanceAsia Awards 2026. FinanceAsia is a regional financial publication covering Asia’s capital markets and financial institutions, with its annual awards recognizing banks across the region.

While many priority banking programs in the market typically require Php 3 million to Php 5 million in assets under management, EastWest Priority offers an entry point of Php 2.5 million. This gives more rising professionals, entrepreneurs, and families access to relationship-managed banking and tailored wealth solutions.

Rafael S. Algarra Jr., SEVP and Head of Financial Markets and Wealth Management, shared, “Filipino wealth is evolving. We are seeing more professionals, entrepreneurs, and first-generation business owners who are building wealth in their own way and looking for a financial partner who understands their journey. EastWest Priority has evolved to serve this generation of clients—people who want thoughtful guidance, practical solutions, and a banking experience that is both personal and easy to access.”

EastWest Priority’s model combines personalized advisory with digital convenience through an integrated phygital service experience. Clients are supported by dedicated Relationship Managers and 12 Priority Centers in key cities nationwide, while also having access to digital platforms to manage their banking and wealth needs with greater ease. To further strengthen advisory quality, EastWest developed a specialized sales management program in partnership with Singapore Management University, helping equip its Relationship Managers with stronger market insight and advisory discipline aligned with global private banking expectations.

The award comes amid a period of strong growth for EastWest Priority. By year-end 2025, the business posted double-digit growth across key areas, outpaced market growth, and expanded its assets under management and client base.

“We believe wealth management should not feel distant or reserved only for a few. It should be accessible, relevant, and built around real client needs. Our focus is to continue strengthening the experience through better advisory, stronger digital access, and solutions that grow with our clients over time,” said Algarra.

By bringing together relationship management, digital banking, business banking support, personal wealth management, and advisory capabilities in one ecosystem, EastWest Priority helps clients make more informed decisions while maintaining easier access to their accounts and solutions.