The Palawan Group of Companies is marking its 41st anniversary with the launch of “Palawan for All,” a campaign that brings together its expanding portfolio of financial services under a single commitment to make financial solutions more accessible, affordable, and relevant to Filipinos.

Unveiled during a media gathering in Makati, the campaign highlights Palawan’s evolution from its established pawning and remittance businesses into a broader financial services group offering solutions spanning digital payments, microinsurance, credit, business services, and wealth-building.

The company said the campaign recognizes the diverse financial priorities of Filipinos at different stages of life, from managing a first paycheck and sending money to family to growing a business, protecting assets, and preparing for the future.

“Today, millions of Filipinos entrust us with their hard-earned money because we have remained true to our promise of providing affordable, reliable, and accessible services. More than our growth, what makes me proud is knowing that generations of Filipinos continue to see Palawan as a partner they can trust,” said Bobby L. Castro, chairman and founder of the Palawan Group of Companies.

As Filipino consumers increasingly turn to digital channels for their financial needs, Palawan continues to maintain its extensive physical presence while expanding its digital services.

The company operates more than 3,800 branches nationwide, providing familiar touchpoints for its customers or “sukis.” At the same time, its PalawanPay e-wallet has grown to 23 million users, offering services such as money transfers, bill payments, QR Ph transactions, and digital pawn renewals.

Palawan describes this strategy as a “BrickTech” approach, combining the accessibility and familiarity of its physical branch network with the convenience of digital financial services.

According to Karlo M. Castro, president and CEO of the Palawan Group of Companies, the company’s expansion is driven by the changing needs of its customers.

“As our customers’ needs have changed, Palawan has continued to evolve with them. Today, we bring together different brands and services that can support Filipinos in different ways, from sending and receiving money to accessing credit, protecting their families, managing a business, and planning for the future. We want to make these financial services more understandable, convenient, and relevant to the everyday lives of Filipinos,” said Castro.

He added that the company aims to make financial services “more understandable, convenient, and relevant” to the everyday lives of Filipinos while remaining committed to its promise of “serbisyong may malasakit”: Matatag, Maaasahan, at Mapagkakatiwalaan.

The Palawan Group’s growing portfolio is designed to address financial needs beyond traditional remittance and pawning services.

Palawan ProtekTODO offers microinsurance designed to provide affordable financial protection, while Palawan Gold and Palawan Pawnshop Jewelry provide options for customers looking to build and preserve wealth.

For entrepreneurs and customers seeking additional financial support, Palawan for Business and Palawan Credit provide solutions intended to help them pursue their respective financial goals.

The company said these services form part of its broader effort to provide practical financial solutions as Filipinos manage expenses, send money to loved ones, protect their families, grow businesses, and prepare for the future.

The launch also marked the second year of actress and television personality Marian Rivera as the Palawan Group’s brand ambassador.

Rivera said she sees a strong connection between her own evolving priorities and Palawan’s expansion into a broader range of financial services.

“What I appreciate most is that Palawan has grown alongside Filipino families. I’ve seen how the brand has evolved as our lives and financial needs have changed. Before, sending money home meant going to a branch, but today, with PalawanPay, you can send money, make payments, renew your pawn, and manage everyday financial transactions anytime, anywhere—something that fits the way many of us live today,” she said.

Rivera’s continued partnership with the company is anchored on shared values of family, hard work, trust, and genuine care for Filipinos.

For Bernard V. Kaibigan, Chief Marketing Officer of the Palawan Group of Companies, “Palawan for All” is ultimately about the people behind the financial transactions rather than the products themselves.

“Palawan for All brings these different services together under one promise: to be a financial partner for Filipinos through the different chapters of their lives. It is a campaign about people, not products. Every Filipino has a different financial journey, but everyone deserves a partner they can rely on, whether they are starting their first job, supporting their family, growing a business, or planning for the future,” said Kaibigan.

As it enters its next chapter, the Palawan Group said it will continue combining its nationwide physical presence with digital services to give Filipinos greater flexibility in managing their finances.

Through “Palawan for All,” the company is positioning its 41-year legacy as a foundation for its continued expansion, with the goal of remaining a trusted financial partner for Filipinos across generations.