BDO Unibank Bundle
How does BDO Unibank turn 'We Find Ways' into growth?
BDO Unibank scaled digital onboarding, SME lending recovery, and remittance-led cross-border services to stay the Philippines' largest bank by assets, loans, and deposits in 2024. Digital users rose to an estimated 8–9 million, and over 70% of retail transactions moved online.
BDO blends its vast branch network with mobile-first distribution and data-driven marketing to lower cost-to-serve and accelerate cross-sell velocity. The bank's omnichannel go-to-market mixes physical presence, e-wallets, and targeted campaigns to drive acquisition and retention.
What is Sales and Marketing Strategy of BDO Unibank Company?
See product analysis: BDO Unibank Porter's Five Forces Analysis
How Does BDO Unibank Reach Its Customers?
Sales Channels for BDO Unibank combine an extensive physical network and advanced digital platforms to drive acquisition, deposits, payments, and advisory services across retail, SME, and corporate segments.
Physical Network
BDO operates >1,600 branches and >4,600 ATMs nationwide as of 2024, the Philippines' largest footprint, anchoring cash handling, high-ticket advisory, and walk-in acquisition especially via SM mall locations with extended hours.
Digital Channels
BDO Digital Banking (app/web) and BDO Pay support QR/e-wallet and P2P; by 2024 over 70% of retail transactions were digital and digital originations for cards, deposits, and personal loans estimated at 35–45%.
Cards & Payments
Issuer-acquirer model from BDO Cards, POS merchant network, QR PH and online gateway capture consumer spend; co-brands with major retail and travel partners extend reach and loyalty.
Corporate & SME Sales
Dedicated RMs and sector specialists serve corporates and middle-market SMEs for cash management, trade, and lending; virtual RM and digital onboarding for micro-SMEs reduced cycle times after 2022.
Remittance and partnerships extend customer touchpoints: remits through global agent networks plus integrations with Wise, Ria and Xoom; exclusive placements within SM Retail and insurance distribution via affiliated insurers increase product penetration and merchant acquiring reach.
Channel Evolution & Performance
BDO shifted from a pre-2019 branch-first model to a post-2020 omnichannel approach, investing in straight-through processing, QR PH, and ISO 20022 rails to optimize mix toward digital direct-to-consumer while retaining high-touch advisory for large tickets.
- Digital channels lower cost-per-acquisition and raise cross-sell rates.
- Branches sustain superior ticket sizes and fee yield for loans and wealth services.
- Remittance inflows to the Philippines reached about $37B in 2024; BDO captures share via account crediting and cash-pickup.
- Partnerships with SM, fintechs, billers and e-commerce marketplaces accelerate account funding and usage.
For a deeper look at product, positioning and promotional tactics within BDO's sales framework see Marketing Strategy of BDO Unibank
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What Marketing Tactics Does BDO Unibank Use?
Marketing Tactics at BDO Unibank emphasize a data-led, omnichannel mix that pairs always-on digital acquisition with brand-building mass media and merchant activations to drive cards, loans, deposits and SME solutions.
Digital Acquisition
Always-on search and app install campaigns target high-intent users for card and loan funnels; SEO optimizes product pages for loans, deposits and cards.
Paid Social & Segmentation
Paid social on Facebook, Instagram and TikTok for retail and youth; LinkedIn for corporate and SME, using lookalike and retargeting to lower CPAs.
Content & Lifecycle
Financial education series, remittance how-tos and SME cash-flow playbooks feed email, SMS and app inbox journeys for onboarding, spend activation and delinquency prevention.
Influencer & KOL
OFW creators build remittance trust; lifestyle and travel influencers promote cards and installment plans; fintech and MSME advocates drive cash-management adoption.
Traditional Media & POS
TV, radio and OOH (transit, malls) sustain mass trust; event sponsorships and POS merchandising at major merchants boost card acquisition and installment uptake.
Data & Measurement
CDP/CRM integration, app analytics and MMP tracking enable MMM and incrementality tests; A/B-tested onboarding cut account opening to minutes and raised completion by double digits.
Key Tactics & Tech
Marketing leverages personalization, fraud analytics and partnerships to convert acquisition into active customers while protecting funnels and improving ROI.
- Propensity-based next-best-offer personalization increases product activation and utilization.
- App analytics (Firebase/GA4), marketing automation, CRM and social listening create closed-loop attribution.
- QR PH and e-commerce partnerships act as acquisition moments; gamified savings and installment festivals drive engagement.
- Pilots in chat-based servicing and conversational onboarding speed conversions; fraud/AML analytics reduce digital risk.
See strategic context in Mission, Vision & Core Values of BDO Unibank for alignment with these marketing tactics and the bank’s broader sales and distribution objectives.
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How Is BDO Unibank Positioned in the Market?
Brand Positioning for BDO Unibank anchors on 'We find ways', signaling reliable problem-solving with wide accessibility and practical flexibility across retail, OFWs, SMEs and corporates, backed by scale and trust.
Identity and Promise
'We find ways' positions BDO as dependable and resourceful, solving everyday money tasks through broad physical and digital access and pragmatic product design.
Differentiation
Leverages largest assets and distribution in the Philippines, extended branch hours, mall locations, dense ATM/QR coverage, full universal bank product suite and top-of-mind trust in deposits and remittances.
Messaging & Tone
Communications emphasize reassuring, service-first language; visual identity uses bold blues, clean typography and streamlined UX across app and web for clarity and confidence.
Value Pillars
Retail: convenience and coverage; Corporate/Wealth: advisory depth; Cards: competitive installment/reward programs; Remittances: secure and easy flows; growing focus on financial inclusion and digital safety.
Recognition, consistency and agility sustain positioning: industry awards and market metrics validate leadership while unified experiences and rapid consumer-response tactics keep the brand relevant.
Market Recognition
Consistently named among Best Banks in the Philippines by regional publications through 2023–2024, reinforcing credibility in retail banking marketing and corporate banking sales.
Deposit Leadership
Holds > 20% of system deposits as of 2024, a key metric supporting BDO Unibank sales strategy and competitive positioning and market share strategy.
Distribution & Convenience
Extensive branch and ATM footprint plus QR acceptance and extended hours drive branch network sales strategy and higher transaction stickiness for customer acquisition strategy.
Digital & UX
Streamlined app/web UX and straightforward online journeys are central to BDO Unibank digital marketing strategy for banking and digital transformation impact on sales.
Customer Segmentation
Targets mass retail, OFWs, SMEs and large corporates with tailored product bundles, cross-selling techniques and loyalty programs supporting retention and share-of-wallet growth.
Operational Agility
Maintains unified experience across branch, app, web, call center and merchant touchpoints and quickly deploys fee waivers, safety communications and promo-led activations in response to sentiment and competition.
Implications for Strategy
Brand positioning supports sales and marketing priorities: fortify retention and deposits, accelerate digital adoption, expand merchant and QR acceptance, and deepen advisory services for high-value clients.
- Use CRM and sales automation to scale cross-selling and loyalty efforts
- Promote competitive pricing for loans and deposits to protect market share
- Leverage OFW remittance strength to grow related product penetration
- Invest in digital safety and inclusion to widen acquisition funnel
Revenue Streams & Business Model of BDO Unibank
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What Are BDO Unibank’s Most Notable Campaigns?
Key campaigns for BDO Unibank focus on trust-building, digital migration, remittance leadership, SME digitization, card spend promotions, and security awareness to support deposit growth, digital adoption, and seasonal inflows.
We Find Ways brand platform (ongoing)
Objective: reinforce trust and a problem-solving identity through simple human stories. Channels include TV, digital video, OOH, and branch POS. Results: sustained top-of-mind awareness supporting deposit and CASA share leadership; success driven by ubiquity of distribution proof points.
BDO Pay and Digital Banking adoption (2021–2024)
Objective: migrate transactions to mobile and drive low-cost acquisition via app stores, paid social/search, influencer how-tos and in-app prompts. Results: over 70% of retail transactions now digital, estimated 8–9M MAUs, and double-digit increases in onboarding completion; lesson: combine UX fixes with education and incentives.
OFW Remittance Trust Drive (seasonal)
Objective: capture seasonal inflows and new senders using diaspora influencers, Facebook/YouTube, partner corridors and in-branch pickup promos. Results: record holiday volumes and improved corridor share in GCC and North America; success tied to credibility in safety, speed and wide pickup network.
SME Cash Management and QR PH for Merchants (2022–2024)
Objective: digitize SME collections and float through field RMs, LinkedIn thought leadership, webinars, trade fairs and in-store QR activations. Results: increased SME CASA balances, higher QR acceptance and faster onboarding cycles; lesson: blend advisory content with turnkey setup to boost merchant adoption.
Card Installment Festivals (seasonal)
Objective: drive spend, activation and merchant traction via in-mall OOH/POS, email/SMS and influencer haul content. Results: double-digit uplift in spend during promo windows and new-to-card growth via co-brands; success from closed-loop ecosystem leverage.
Security and Scam Awareness Campaigns (2023–2024)
Objective: reduce fraud losses and build digital confidence through mass media, app interstitials and social listening. Results: declines in successful phishing incidents versus attempts and higher customer trust scores; lesson: proactive education and rapid incident comms protect customers and brand.
Campaigns integrate the bank’s sales and marketing strategy across channels to support retail and corporate objectives; see segmentation and targeting context in Target Market of BDO Unibank.
Distribution and POS ubiquity
High-frequency OOH and branch POS reinforce the We Find Ways positioning and underpin CASA growth.
Digital acquisition economics
Paid social/search and app-store optimization reduced customer acquisition cost while increasing MAUs to an estimated 8–9 million.
Remittance corridor focus
Targeted corridors (GCC, North America) and diaspora influencer credibility delivered peak-season remittance share gains.
SME engagement model
Field RMs plus digital toolkits accelerated SME CASA growth and merchant QR adoption.
Promotion mechanics
Card installment festivals use co-marketing with merchants to produce double-digit spend lifts and new card activations.
Fraud prevention impact
Security campaigns correlated with measurable drops in successful phishing incidents and improved customer trust metrics.
BDO Unibank Porter's Five Forces Analysis
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