EastWest Bank has lowered the asset threshold for its Priority segment to serve the modern wealth client across the Philippines, according to an official statement.

The financial institution reduced the minimum assets under management requirement for the advisory service to PHP 2.5 million.

This entry point sits below the standard PHP 3 million to PHP 5 million required by most competing priority banking programmes.

The strategy bridges the gap between traditional retail banking and private banking for emerging affluent individuals.

By the end of 2025, the Priority business recorded double-digit growth and expanded its overall assets under management.

The service model combines dedicated relationship managers with digital banking platforms to provide an integrated advisory experience.

Customers can access 12 physical centres located in major cities while managing their portfolios through online channels.

To improve its service delivery, the bank partnered with Singapore Management University to create a specialised training programme.

The educational initiative equips relationship managers with market insights aligned with global private banking expectations.

The wealth management division recently received the Best Private Bank Domestic award at the FinanceAsia Awards 2026.

“Filipino wealth is evolving, and we are seeing more professionals, entrepreneurs, and first generation business owners who are building wealth in their own way,” said Rafael S. Algarra Jr., Senior Executive Vice President and Head of Financial Markets and Wealth Management, EastWest Bank.

Algarra stated that the institution plans to strengthen the customer experience through better advisory and stronger digital access.

Featured image: Edited by Fintech News Philippines based on an image by Frolopiaton Palm via Magnific.