East West Banking Corp. has launched Horizons Club, a new banking program aimed at emerging affluent Filipinos seeking a combination of financial guidance, lifestyle perks, and more personalized banking support.
The bank said the initiative reflects its broader push to deliver more targeted banking experiences for distinct customer segments instead of relying on one-size-fits-all offerings.
“Horizons Club is our way of partnering with customers who are actively building their future,” Martin Reyes, EastWest chief marketing and cash management officer, said in a statement.
“By making banking easier through more personalized and intuitive experiences, we aim to support their goals in a way that fits seamlessly into their everyday lives,” he added.
Personalized banking
EastWest said the program is designed for customers whose financial needs are becoming more complex as they build wealth, manage investments, and seek practical banking benefits tied to account growth.
Members will receive access to dedicated relationship officers, investment specialists, and fast-tracked branch services through dedicated store lanes.
The program also includes a credit card bundle subject to bank evaluation and approval, along with free monthly InstaPay transfers for qualified members.
Customers who maintain the required total relationship balance may also receive a one-time coffee e-gift as part of the lifestyle component of the program.
To qualify, customers must maintain at least P100,000 average daily balance in fresh funds in a regular savings or checking account.
Additional benefits become available once customers maintain at least P500,000 in total relationship balance, with at least 20 percent placed in a regular savings or checking account.
Growing segment
Reyes said the program was developed in response to changing consumer expectations among the country’s emerging affluent market.
“Today’s emerging affluent customers expect higher standards in service, access, and financial choice, and Horizons Club was built with that mindset,” he said.
“It is not just about exclusivity. It is about making banking easier by delivering practical advantages through smarter tools, better access, and meaningful perks that support real-life goals,” Reyes added. —Ed: Corrie S. Narisma
