MANILA, Philippines, December 20, 2024 — GCash, the Philippines’ leading finance super app and largest cashless ecosystem, continues to champion the pioneering efforts of cities in Luzon on the path toward a financially empowered and inclusive society.
Through the 2024 GCash Digital Excellence Awards (GDEA), the company applauded its partner communities as they led their respective industries and localities in innovating their services and advocating for “Finance for All” with GCash.
“Our vision isn’t only to provide as many customers with convenient payment methods for their day-to-day needs but to contribute to the growth and development of the nation’s digital economy,” said Cathlyn Pavia, Head of Strategy of GCash for Business. “At GCash, our sights are set on empowering the public sector to boost financial inclusion. Our partners in Luzon have been instrumental in pursuing this goal.”
Now in its fourth year, the GCash Digital Excellence Awards celebrated its collaborators from both the private sector and the Philippines’ “DigiCities”—local government units (LGUs), businesses, and communities subscribed to the DigiCities Program that endeavor to accelerate the adoption of digital financial solutions in their areas. To achieve this, the program provides easy and accessible digital tools that enable digital transformation, ultimately increasing the efficiency of local government offices, bolstering local businesses, and helping communities with upskilling and improving financial literacy. To date, there are 27 participating cities committed to digital inclusion under the DigiCities Program.
“As we celebrate the momentum we’ve gained with our partners, we are equally excited to take our advocacy to new heights with more of Luzon’s cities,” added Pavia. “With today’s rapid technological changes and evolving social challenges, the need for government entities to innovate is more crucial than ever. The time is now—and we look forward to more LGUs heeding the call for financial inclusion with us.”
The main event of GDEA 2024 was where coveted awards in digital transformation were announced, and where cities in Luzon emerged victorious, becoming a benchmark for future-ready cities.
One such city was San Juan, La Union, named the 2024 Digital Breakthrough Growth Award winner. San Juan was the first in the Ilocos Region to use GCash for environmental fee payments, demonstrating an exceptional commitment to embracing digitalization. Its success lies in the deployment of GCash QR codes in over 200 hotels and inns, as well as six major hubs to facilitate environmental fee payments for tourist arrivals.
The Excellence in Digital Transformation Award, meanwhile, was granted to Imus City, Cavite, for innovating to provide the most diversified set of payment options yet, all powered by GCash. Since 2022, the city has shown consistent and impressive growth in its digital transactions, utilizing effective strategies to achieve sustainable growth.
Sharing the Leader in Sustainable Financial Digitalization Award, Makati City and Quezon City continue to gain recognition for setting a new standard for progressive government institutions. In 2024, the two cities successfully provided innovative public services and programs, leveraging digital financial solutions that benefit their constituents. Makati strengthened its seven-year partnership with GCash through its continued enhancements to its co-branded “Makatizen” cards, which provides Makatizens with both financial and social welfare benefits.
“This award is a celebration of the power of partnership and the tangible impact we can make when government and private sectors join forces for the common good,” shared Makati City Mayor Abby Binay. “Our collaboration with GCash has allowed us to bring innovative financial solutions directly to the people of Makati, empowering them with tools that make everyday transactions simpler, safer, and more accessible. From supporting our citizens in accessing direct cash assistance to streamlining payments for city services, GCash has helped us break down barriers and set new standards for public service.”
For Quezon City’s part, “Finance for All” is evident in the programs by QC SBCDPO for micro, small, and medium enterprise (MSME) growth, as well as the reinforced QC E-Services, where 98% of government services are now payable online.
Spotlighting the top-performing communities that efficiently carry out digital transactions in the commercial space, GDEA 2024 went on to grant the Palengke Excellence in Digital Transformation Award. The accolade was shared by New Marulas Public Market in Valenzuela, and City Market Plaza in San Fernando, Pampanga, both of which have succeeded in rapidly but seamlessly adopting digital transactions and maximizing the features of the digital wallet on a community level.
City of San Fernando, Pampanga, in addition, was named one of the winners of the Top 3 DigiCities LGU Award, alongside Victorias City and Lapu Lapu City in Visayas. The prestigious award recognizes the capital of Pampanga’s successful transformation into a digitally inclusive city, boasting the outstanding execution of its digital payment adoption efforts across all segments in 2024.
The 2024 GCash Digital Excellence Awards ended with a renewed pledge to continue creating a more inclusive and digitally empowered future for the Filipino. Cathlyn Pavia concluded: “We’ve made amazing strides with our collaborators this year and look forward to expanding our efforts to drive digital transformation across the country. As we strive to make financial services more accessible for Filipinos, the hope is that one day, financial inclusion becomes a reality for everyone.”
