Insider Spotlight
The thrift bank, a subsidiary of Union Bank of the Philippines under the Aboitiz Group, opened new full-service branches and branch lite units in key provincial locations while upgrading an existing site in Negros Occidental.
The strategy reflects a deliberate push to reach communities where access to formal financial services remains limited.
Why it matters
Financial inclusion remains a persistent challenge in the Philippines, particularly outside major urban centers.
By expanding in growth corridors and rural towns, CitySavings positions itself as a community-based bank that caters to people of moderate means, a mission embedded in its origins and branding as Bangko ng Barangay.
“Our branch expansion goes beyond just numbers; as we grow, we aim to be the Bangko ng Barangay, reaching out to the mass market, offering innovative banking services in the communities we operate,” Manuel Santiago Jr., president and CEO of CitySavings, said in a press release on Jan. 20, 2026.
“Our new locations will enable customers to experience simple and straightforward banking not only through our digital channels but also in our more than 150 physical branches nationwide,” Santiago said.
The big picture
CitySavings’ inclusion strategy goes beyond physical expansion. While the bank is widely known for teachers’ salary loans, it has broadened its reach to other mass market segments such as government employees, pensioners, and motorcycle owners.
These groups often face barriers to savings, credit, and investment products despite having stable income streams.
To address this, the bank has rolled out enhanced deposit products designed to encourage saving and gradual wealth building among borrowers and first-time depositors.
The approach reflects a shift from purely credit-led relationships toward more holistic financial engagement.
How it works
New branches are designed around a high-tech, high-touch model, combining digital banking initiatives with in-person service.
This hybrid setup allows customers who are new to banking or less comfortable with digital platforms to transition gradually, supported by branch staff while benefiting from technology-enabled efficiency.
What’s next
With more than 150 branches nationwide, CitySavings is signaling that scale and inclusion can move together.
As competition intensifies in digital-only banking, the bank is betting that a strong barangay-level presence, paired with simple digital tools, can bridge gaps that technology alone has yet to close.
For CitySavings, growth is not just about expanding a network, but about embedding banking into daily community life and widening access to formal financial services across the country. —Vanessa Hidalgo | Ed: Corrie S. Narisma
