PLDT Inc. is doubling down on its bet on data and digital transformation, approving a fresh investment in Kayana as it sharpens its push to boost customer engagement across the Manuel V. Pangilinan Group.

In a Tuesday disclosure, PLDT said its board approved the subscription of 1.215 billion additional common shares in Kayana.

Kaya is a data-powered digital experience company that leverages the group’s vast data assets to deliver hyper-personalized customer experiences and actionable insights.

The move signals PLDT’s commitment to driving data-powered decision-making across its businesses, even as its stake in Kayana remains steady at 45 percent.

Kayana is currently owned 45 percent by PLDT, with Manila Electric Co., and Metro Pacific Investments Corp. each holding 27.5 percent.