GCash, the Philippines’ leading finance super app, underscored the transformative power of fintech and artificial intelligence (AI) in driving financial inclusion at the World Economic Forum (WEF) Annual Meeting 2025 in Davos, Switzerland.
GCash president and CEO Martha Sazon, speaking at the “Leaving Asia’s Comfort Zone” session, highlighted how technology, data, and customer-centric solutions are bridging financial gaps in the Philippines.
“GCash has worked toward using tech, data, and customer-centricity to address societal issues,” Sazon said. “At the heart of what we do is financial inclusion.”
She emphasized fintech’s role in shifting the country’s banking landscape. Before the pandemic, only 29 percent of Filipinos had access to banking services — a figure that has surged to 65 percent due to fintech adoption. GCash played a key role in this transformation by introducing electronic Know Your Customer (eKYC) processes and simplified digital payments, now serving over 94 million users with loans, investments, and insurance at their fingertips.
GCash chief strategy officer Rowena Zamora, speaking in a Deloitte-hosted panel, echoed this sentiment, noting that many Filipinos lack the traditional requirements to open bank accounts.
“The challenge is providing financial services to the largely unbanked or underbanked population,” Zamora said. “GCash has focused on using technology, AI, and other enablers to bridge that gap.”
AI was a major focus at WEF 2025, with global leaders discussing its potential. GCash has leveraged AI to personalize user experiences, enhance security, and build trust.
“A big part that AI can provide is personalization, helping us tailor-fit solutions to address different customer needs,” Sazon said. “We’ve been working with global institutions to advance AI — not just for our customers but even internally.”
GCash’s GScore AI-powered credit scoring system has been a game-changer, assessing users’ creditworthiness based on their in-app activity. This has unlocked over $2 billion in micro-loans for seven million Filipinos, bypassing traditional credit requirements and collateral.
“Our customers might not have traditional financial documents, but they have a digital footprint,” Zamora said. “They make digital transactions, which we use as a proxy for what banks typically require.”
As AI adoption grows, Zamora stressed the importance of awareness, education, and cybersecurity measures to protect users.
GCash’s parent company, Mynt, was recently recognized as the first Philippine member of the WEF Unicorn Community, a network of the world’s most promising tech scale-ups.
“We are honored to be part of the WEF Unicorns Community — representing the Philippines and its booming fintech industry,” Sazon said. “This reflects our commitment to transforming financial services and contributing to global financial inclusion and innovation.”
By leveraging fintech and AI, GCash continues to redefine financial services, making digital banking and credit more accessible in an economy historically underserved by traditional banks.