Gotianun-led East West Banking Corp. (EastWest Bank) has partnered with Visa in the launch of an elevated EastWest Priority Banking experience for the lender’s high-net-worth (HNW) clients, offering hyper-personalized investment and wealth solutions and access to specially trained relationship managers.

EastWest Chief Executive Officer (CEO) Jerry G. Ngo said in a June 1 statement that the initiative provides 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.”

EastWest’s tie-up with the multinational financial services firm integrates Visa Infinite debit and credit products into the banking ecosystem to meet the changing needs of the wealthy.

“Today’s affluent consumers are increasingly driven by experiences, deeper enrichment, and intentional luxury, rather than traditional status-led consumption,” said Jeffrey Navarro, country manager for Visa Philippines.

Additionally, the bank is offering lifestyle privileges—such as 24/7 digital personal assistants and global ATM access—alongside professional support from Singapore Management University (SMU)-trained relationship managers.

EastWest said the relaunch of the product addresses a notable shift in how affluent individuals approach their finances.

Rafael S. Algarra Jr., EastWest senior executive vice president and head of financial markets and wealth management, said discussions about wealth management have evolved beyond investment decisions.

These, Algarra said, now cover areas such as family needs, mobility, succession planning, financial protection, and long-term goals. He added that EastWest Priority Banking aims to continue supporting clients through these broader financial conversations.

To support this enhanced service, the bank currently operates 13 dedicated Priority Banking branches nationwide, with further expansion planned. Ngo said EastWest plans to expand these to 20 branches over the next few years.

Ngo noted that the business has grown fivefold in the decade since EastWest acquired the business from Standard Chartered Bank (SCB) in 2015. From around 2,000 clients, the business now has more than 10,000 clients.

Beyond its Priority Banking business, EastWest said that loan demand for green technology such as electric vehicles (EVs) and solar panels has spiked since the Philippines began grappling with an energy crisis that has pushed fuel prices higher.

“We have started to see growing interest in EVs. We have also been encouraging homeowners to install solar panels. In fact, we were among the early banks to support and promote this initiative,” Ngo said during a media roundtable last Monday, June 1.

Meanwhile, demand for auto loans moderated. While the bank reported “some slowdown in auto loans,” the shift toward EVs and more efficient internal combustion engines is becoming a permanent feature of consumer preference.

Ngo explained that the country’s vulnerability to broad economic pressure stemming from global oil disruptions could be attributed to its geography.

“I think one thing we need to prepare for is the likelihood that goods and services will become more expensive. This is largely because fuel costs are rising, and as an archipelago, transportation expenses have a significant impact on prices,” he said.

He further warned that these supply shocks would likely be long and drawn out, causing a visible shift in consumer behavior from discretionary spending toward essentials.