Salmon pushes to redefine how Filipinos view borrowing

Insider Spotlight

• Salmon is reframing credit as a financial tool rather than a source of stigma
• The fintech is backing the message with customer data showing strong satisfaction and referrals
• The campaign underscores the growing competition among lenders to win responsible borrowers
  
  

Many Filipinos still associate debt with financial distress, but fintech firm Salmon is betting that changing that perception could encourage greater adoption of formal credit and improve financial inclusion.

The company has rolled out a new campaign anchored on the message, "If your money feels good, it’s probably Salmon," positioning responsible borrowing as a way to help consumers achieve financial goals rather than as a burden. 

Why it matters

Formal credit penetration in the Philippines remains relatively low, with many consumers continuing to rely on informal lenders. Fintech firms are increasingly competing by offering digital lending products that emphasize transparency, convenience, and financial rewards.

Salmon said its customer research indicates responsible borrowing is improving household finances. 

According to the company, 85 percent of its Credit Line users reported a positive impact on household well-being, while 93 percent of Product Loan customers said they would recommend the service to family and friends.

"When used responsibly, utang (loans) can be a powerful financial tool that can help Filipinos achieve the life they’ve always dreamed of and that alone is already a cause for celebration," Salmon co-founder Raffy Montemayor said in a press statement.

The company said it seeks to become a long-term financial partner for customers purchasing motorcycles, home furnishings, or accessing formal credit for the first time.

By the numbers

Salmon said its app carries a 4.8-star rating on both the Apple App Store and Google Play Store. The company also cited 99.9 percent platform uptime and highlighted features including cashback on qualified purchases, interest-free grace periods for eligible customers, transparent lending terms, digital onboarding, and expanding credit limits for borrowers with strong repayment records.

Salmon said its products combine security and convenience through features such as masked card details, instant virtual cards, transparent terms, interest-free grace periods for eligible customers, 0.5 percent cashback on Credit Line purchases, fully digital applications, and higher credit limits for borrowers with strong repayment records. 

The bottom line

Salmon's latest campaign reflects a broader industry effort to normalize responsible borrowing as digital lenders compete for consumers by pairing easier access to credit with incentives, security features, and financial education rather than simply promoting loan availability. —Vanessa Hidalgo | Ed: Corrie S. Narisma