Maya

To empower Filipinos to make bold choices with their money by becoming the #1 digital bank in the Philippines.

Maya SWOT Analysis

Updated: October 5, 2025 • 2025-Q4 Analysis

How to Use This Analysis

This analysis for Maya was created using Alignment.io™ methodology - a proven strategic planning system trusted in over 75,000 strategic planning projects. We've designed it as a helpful companion for your team's strategic process, leveraging leading AI models to analyze publicly available data.

While this represents what AI sees from public data, you know your company's true reality. That's why we recommend using Alignment.io and The System of Alignment™ to conduct your strategic planning—using these AI-generated insights as inspiration and reference points to blend with your team's invaluable knowledge.

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The Maya SWOT analysis reveals a company at a critical inflection point. Its formidable strengths—a digital banking license, a vast user base, and powerful backers—provide a strong foundation for achieving its vision. However, the path is challenged by significant profitability pressures and intense competition, primarily from GCash. The key to victory lies in executing the conclusion priorities with relentless focus: converting its massive user base into profitable, multi-product customers. Maya must leverage its unique all-in-one ecosystem to create undeniable value that transcends promotional battles. The strategy must pivot from pure user acquisition to deep, meaningful, and profitable user engagement. Success hinges on transforming its scale advantage into a durable, monetizable, and trusted financial relationship with millions of Filipinos. This is the central challenge and greatest opportunity for Maya's leadership team.

GCash (Mynt) Sea Group (ShopeePay) GoTyme UNO Digital Bank Tonik

No past cycles

Mission & Vision SWOT Analysis OKR Plan Retrospective AI Strategy Data Acquisition

To empower Filipinos to make bold choices with their money by becoming the #1 digital bank in the Philippines.

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Strengths

ECOSYSTEM: All-in-one app with banking, crypto, and wallet drives high stickiness
LICENSE: Official Digital Bank license from BSP provides trust and broader powers
USERBASE: Massive 50M+ registered user base provides scale and data advantages
BACKING: Strong financial and strategic support from PLDT, KKR, and Tencent
MERCHANT: Extensive network of 850k+ QR Ph merchants creates network effects

Weaknesses

PROFITABILITY: Significant cash burn and net losses continue in pursuit of growth
ARPU: Low average revenue per user compared to mature traditional banks
COMPETITION: Intense rivalry with GCash, which currently leads in market share
ACTIVATION: Challenge in converting millions of registered users to active transactors
COMPLEXITY: The all-in-one offering can be overwhelming for new digital users

Opportunities

CROSS-SELL: Huge opportunity to convert wallet users to high-margin bank products
CREDIT: Untapped potential in consumer and MSME lending for the underbanked
RURAL: Expand reach in provincial areas with limited traditional bank access
REMITTANCE: Disrupt the high-fee overseas Filipino worker (OFW) remittance market
WEALTH: Introduce accessible investment and insurance products to a mass market

Threats

DOMINANCE: GCash's entrenched market leadership and aggressive marketing spend
PROMO-WARS: Unsustainable price and promotion wars eroding potential margins
REGULATION: Potential for stricter capital requirements or rules by the BSP
MACROECONOMICS: High inflation and interest rates could increase loan default rates
CYBERSECURITY: Constant and evolving threats of fraud, phishing, and hacking

Key Priorities

MONETIZE: Aggressively convert wallet users to high-margin banking/credit services
ENGAGE: Deepen engagement within the existing user base to boost ARPU and LTV
DIFFERENTIATE: Solidify the 'all-in-one' advantage against single-service rivals
FORTIFY: Enhance security and platform reliability to build unbreakable user trust

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Maya OKR

Updated: October 5, 2025 • 2025-Q4 Analysis

This Maya OKR plan is a masterclass in strategic focus. It rightly pivots from a pure growth-at-all-costs mindset to a more mature strategy centered on monetization and deep engagement. The objectives are bold, inspiring, and directly address the core challenges identified in the SWOT analysis. By prioritizing the conversion of its existing user base and fortifying trust, Maya is building a sustainable moat against its competition. The key results are specific, measurable, and outcome-driven, providing clear direction for the entire organization. This plan provides the necessary blueprint to not only compete but to dominate the digital finance landscape in the Philippines by transforming users into loyal, high-value customers.

GCash (Mynt) Sea Group (ShopeePay) GoTyme UNO Digital Bank Tonik

No past cycles

Mission & Vision SWOT Analysis OKR Plan Retrospective AI Strategy Data Acquisition

To empower Filipinos to make bold choices with their money by becoming the #1 digital bank in the Philippines.

DRIVE MONETIZATION

Convert our massive user base into profitable customers.

LENDING: Increase the Maya Credit loan book from X to Y, maintaining a non-performing loan ratio below 4%.
CONVERSION: Increase the percentage of monthly active wallet users who also use a banking product from 15% to 25%.
ARPU: Grow the average monthly revenue per transacting user from X to Y by boosting high-margin transactions.
PROFITABILITY: Achieve positive unit economics on a per-active-user basis by the end of the fourth quarter.

DEEPEN ENGAGEMENT

Make Maya the indispensable, daily financial super app.

STICKINESS: Increase the ratio of daily active users (DAU) to monthly active users (MAU) from 25% to 35%.
CROSS-SELL: Increase the average number of products used per active customer from 1.5 to 2.5 across the ecosystem.
AI-PERSONALIZATION: Launch an AI-driven product recommendation engine that increases offer conversion by 20%.
ONBOARDING: Reduce the time-to-first-transaction for new users by 30% through a streamlined UX.

DIFFERENTIATE & WIN

Solidify our 'all-in-one' advantage over all rivals.

BRAND: Achieve #1 unaided brand awareness for 'digital bank' in the Philippines in our target demographic.
PRODUCT: Launch two new high-demand financial services (e.g., insurance, wealth management) in-app.
MERCHANTS: Become the preferred payment partner for the top 500 MSMEs by offering superior business tools.
NPS: Increase our Net Promoter Score by 10 points by delivering a superior, integrated user experience.

FORTIFY TRUST

Build the most secure and reliable financial platform.

SECURITY: Reduce successful fraud incidents per million transactions by 50% with our new AI detection system.
RELIABILITY: Achieve 99.99% uptime for all critical services, including payments, savings, and credit.
SUPPORT: Decrease average customer support resolution time by 40% by deploying our new AI chatbot.
COMPLIANCE: Pass all BSP audits and regulatory checks with zero major findings for the entire year.

METRICS

Monthly Transacting Users Goal: 25M
Gross Transaction Value (GTV) Goal: $30B
Net Interest Margin (NIM) Goal: 5.5%

VALUES

Customer First
Boldness
Integrity
Innovation
Collaboration

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Maya Retrospective

AI-Powered Insights

Claude

Gemini

GPT

Analysis of Maya's official website (maya.ph) and press releases.
Review of news articles from TechCrunch, DealStreetAsia, and Philippine business publications.
Synthesis of industry reports on Philippine FinTech and digital banking.
Public statements from Voyager Innovations and PLDT leadership.
App store reviews and social media sentiment analysis.

GCash (Mynt) Sea Group (ShopeePay) GoTyme UNO Digital Bank Tonik

No past cycles

Mission & Vision SWOT Analysis OKR Plan Retrospective AI Strategy Data Acquisition

To empower Filipinos to make bold choices with their money by becoming the #1 digital bank in the Philippines.

Toggle Theme

What Went Well

GROWTH: Continued strong growth in registered users, exceeding 50 million
DEPOSITS: Rapid accumulation of deposits since launching the digital bank
REBRAND: Successful brand transition from PayMaya to Maya, boosting perception
MERCHANTS: Consistent expansion of the QR Ph merchant acceptance network
FEATURES: Launched new products like Maya Credit, driving ecosystem value

Not So Well

LOSSES: Continued significant net losses, reflecting high marketing spend
ACTIVATION: The gap between registered and highly active users remains wide
ARPU: Average revenue per user has not grown as fast as the user base
COMPETITION: Lost some ground to GCash in key promotional periods
COSTS: Customer acquisition costs (CAC) remain high due to market rivalry

Learnings

DIFFERENTIATION: High interest rates on savings are a powerful acquisition tool
INTEGRATION: The all-in-one value proposition is resonating but needs education
PROFITABILITY: Monetization must come from financial services, not just payments
ENGAGEMENT: Converting users requires targeted lifecycle marketing, not just ads
TRUST: Platform stability and security are non-negotiable for bank users

Action Items

MARKETING: Shift budget from pure acquisition to activating existing users
PRODUCT: Streamline the user journey from wallet to savings and credit
SALES: Launch targeted campaigns to drive adoption of Maya Credit and Invest
ENGINEERING: Double down on platform reliability and security enhancements
DATA: Build dashboards to track user cohort monetization and profitability

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Organization	SWOT Analysis	OKR Plan	Top 6	Retrospective

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Maya Market

AI-Powered Insights

Claude

Gemini

GPT

Analysis of Maya's official website (maya.ph) and press releases.
Review of news articles from TechCrunch, DealStreetAsia, and Philippine business publications.
Synthesis of industry reports on Philippine FinTech and digital banking.
Public statements from Voyager Innovations and PLDT leadership.
App store reviews and social media sentiment analysis.

Founded: 2013 (as Voyager Innovations)
Market Share: Estimated 35-40% of e-wallet market share in the Philippines.
Customer Base: 50M+ registered users; targeting unbanked and digital-native Filipinos.
Category:
FinTech
SIC Code: 6099 Functions Related to Depository Banking, Not Elsewhere Classified
NAICS Code: 522320 Financial Transactions Processing, Reserve, and Clearinghouse Activities
Location: Mandaluyong, Metro Manila
Zip Code: 1550
Employees: 1500

Competitors

GCash (Mynt) Request Analysis

Sea Group (ShopeePay) Request Analysis

GoTyme Request Analysis

UNO Digital Bank Request Analysis

Tonik Request Analysis

Products & Services

No products or services data available

Distribution Channels

Maya Business Model Analysis

AI-Powered Insights

Claude

Gemini

GPT

Analysis of Maya's official website (maya.ph) and press releases.
Review of news articles from TechCrunch, DealStreetAsia, and Philippine business publications.
Synthesis of industry reports on Philippine FinTech and digital banking.
Public statements from Voyager Innovations and PLDT leadership.
App store reviews and social media sentiment analysis.

Problem

44% of Filipinos are unbanked
Cash handling is inefficient and unsafe
Lack of access to credit and investments
Fragmented financial services landscape

Solution

All-in-one app for money management
High-yield digital savings account
Instant, accessible digital credit
QR Ph for seamless merchant payments

Key Metrics

Monthly Transacting Users (MTU)
Gross Transaction Value (GTV)
Customer Lifetime Value (CLV)
Net Interest Margin (NIM)

Unique

Wallet, bank, crypto in one app
Market-leading savings interest rates
Backed by the nation's largest telco
Deep enterprise payment integration

Advantage

Official Digital Banking License
Vast proprietary user transaction data
PLDT/Smart ecosystem partnership
Strong brand recognition and trust

Channels

iOS and Android mobile applications
Maya Center agent network
B2B enterprise sales team
Digital marketing and social media

Customer Segments

Gen Z and Millennial consumers
Unbanked and underbanked population
Micro, Small, and Medium Enterprises
Overseas Filipino Workers (OFWs)

Costs

Marketing and customer acquisition
Employee salaries and development
Cloud infrastructure and tech costs
Interest expense on customer deposits

Maya Product Market Fit Analysis

Updated: October 5, 2025

Maya provides an all-in-one money app that empowers Filipinos with seamless payments and a full digital bank. It offers market-leading savings rates, easy access to credit, and investment tools, all within a single, secure platform. This integration simplifies financial management, fostering greater financial inclusion and empowering users to grow their wealth and achieve their goals effortlessly.

CONVENIENCE: Manage your entire financial life in one powerful app.

ACCESS: Unlock banking, credit, and investments once out of reach.

GROWTH: Grow your money faster with market-leading savings rates.

Before State

Cash-dependent, slow transactions
Limited access to banking & credit
Financial services are complex

After State

Seamless, instant digital payments
Full banking services on your phone
All-in-one money app experience

Negative Impacts

High remittance fees, security risks
Financial exclusion, missed growth
Time-consuming manual processes

Positive Outcomes

Financial empowerment and inclusion
Accelerated business growth for MSMEs
Convenience and control over finances

Key Metrics

Customer Retention Rates - Est. 60-70% for active users

Net Promoter Score (NPS) - Estimated 40-50

User Growth Rate - Added ~8M users in the last 18 months

Customer Feedback/Reviews - 4.7 stars on Apple App Store (1.2M ratings)

Repeat Purchase Rates) - High for core wallet services

Requirements

A smartphone and internet connection
One valid government-issued ID
Completion of in-app verification

Why Maya

Provide a user-friendly mobile app
Offer high-yield savings & easy credit
Build a vast network of merchants

Maya Competitive Advantage

The only app with wallet, bank, crypto
Backed by the nation's largest telco
Market-leading interest rates on savings

Proof Points

Trusted by over 50 million Filipinos
Regulated by the Bangko Sentral
Awarded Best Digital Bank PH

Maya Market Positioning

AI-Powered Insights

Claude

Gemini

GPT

Analysis of Maya's official website (maya.ph) and press releases.
Review of news articles from TechCrunch, DealStreetAsia, and Philippine business publications.
Synthesis of industry reports on Philippine FinTech and digital banking.
Public statements from Voyager Innovations and PLDT leadership.
App store reviews and social media sentiment analysis.

Strategic pillars derived from our vision-focused SWOT analysis

ECOSYSTEM

Build the dominant all-in-one money platform.

PROFITABILITY

Drive monetization via high-margin financial services.

TRUST

Establish market-leading security and reliability.

INCLUSION

Capture the unbanked and underbanked population.

What You Do

All-in-one digital finance app

Target Market

Filipino consumers and MSMEs

Differentiation

Fully integrated digital banking
Broadest crypto offering
Strong enterprise payments ecosystem

Revenue Streams

Transaction fees
Net interest margin from loans/deposits
Merchant discount rates

Maya Operations and Technology

AI-Powered Insights

Claude

Gemini

GPT

Analysis of Maya's official website (maya.ph) and press releases.
Review of news articles from TechCrunch, DealStreetAsia, and Philippine business publications.
Synthesis of industry reports on Philippine FinTech and digital banking.
Public statements from Voyager Innovations and PLDT leadership.
App store reviews and social media sentiment analysis.

Company Operations

Organizational Structure: Functional structure under Maya Group, with Maya Bank as a subsidiary.
Supply Chain: Digital; relies on cloud infrastructure (e.g., AWS) and payment networks.
Tech Patents: Focus on proprietary software, data analytics models, and platform architecture.
Website: https://www.maya.ph

Top Clients

Board Members

Maya Competitive Forces

Threat of New Entry

MEDIUM: While building an e-wallet is relatively easy, securing a digital banking license from the BSP requires immense capital and regulatory scrutiny, creating a significant barrier to entry for new, fully-fledged competitors.

Supplier Power

LOW: Key suppliers are cloud providers (AWS, Google Cloud) and payment networks (Visa, Mastercard), which are commoditized. No single supplier holds significant leverage over Maya's operations.

Buyer Power

HIGH: Switching costs for consumers are very low. Users can easily download and use multiple apps to chase the best promotions, interest rates, or features, forcing platforms to compete fiercely.

Threat of Substitution

HIGH: Traditional banking, cash, and other specialized fintech apps are readily available substitutes. The primary defense is the convenience of the all-in-one integrated ecosystem.

Competitive Rivalry

VERY HIGH: Dominated by intense rivalry with GCash, which holds a larger market share. Numerous other digital banks (GoTyme, Tonik) and e-wallets compete aggressively on promotions and features.

Analysis of AI Strategy

Updated: October 5, 2025 • 2025-Q4 Analysis

The Maya AI SWOT analysis underscores a pivotal opportunity. Maya's greatest asset is its vast, proprietary dataset, a goldmine for training sophisticated AI models. This data advantage is the key to unlocking hyper-personalized services, revolutionizing credit access for the unbanked, and building formidable defenses against fraud. However, the primary challenge is execution—bridging the gap between data potential and tangible AI implementation requires significant investment in talent and infrastructure. The strategic imperative is clear: focus AI efforts on the highest-impact areas outlined in the conclusion. Specifically, AI-driven credit scoring and personalized cross-selling are not just opportunities; they are mission-critical priorities that will define Maya's ability to achieve profitable growth and market leadership. The company that wins the AI race will win the digital banking war in the Philippines.

GCash (Mynt) Sea Group (ShopeePay) GoTyme UNO Digital Bank Tonik

No past cycles

Mission & Vision SWOT Analysis OKR Plan Retrospective AI Strategy Data Acquisition

To empower Filipinos to make bold choices with their money by becoming the #1 digital bank in the Philippines.

Strengths

DATA: Massive proprietary dataset of 50M+ users' financial transactions
TELCO: Access to PLDT/Smart's anonymized telco data for advanced analytics
INTEGRATION: A unified platform to deploy AI insights across payments, banking, credit
FUNDING: Backed by investors who can fund significant AI infrastructure investment
SCALE: Large user base to test, train, and deploy AI models effectively

Weaknesses

TALENT: Intense competition for scarce, high-cost AI/ML engineering talent
INFRASTRUCTURE: Potential for legacy data silos from the pre-Maya Bank era
READINESS: Organizational readiness and skills may lag behind AI ambitions
BIAS: Risk of inherent bias in historical data affecting credit scoring models
COMPLEXITY: Difficulty in creating a single customer view for AI personalization

Opportunities

CREDIT: Use AI for real-time credit scoring for millions of unbanked Filipinos
FRAUD: Deploy advanced AI models for proactive, real-time fraud detection/prevention
SUPPORT: Utilize GenAI-powered chatbots to handle 80% of customer service queries
MARKETING: Hyper-personalize product recommendations and offers for cross-selling
OPERATIONS: Automate back-office processes like KYC and compliance reporting with AI

Threats

COMPETITORS: Rivals like GCash or global players could deploy superior AI faster
SECURITY: AI-powered cyberattacks targeting financial systems are a growing threat
REGULATION: Future regulations on AI usage in credit scoring and data privacy (BSP)
COST: The cost of developing and maintaining cutting-edge AI can be prohibitive
ETHICS: Public backlash or loss of trust from perceived unethical use of AI

Key Priorities

PERSONALIZE: Deploy AI to drive hyper-personalized cross-selling of financial products
DE-RISK: Implement AI-powered fraud detection and credit scoring to reduce losses
AUTOMATE: Leverage AI to automate customer support and back-office operations
OPTIMIZE: Use AI to optimize marketing spend and customer acquisition channels

Create professional SWOT analyses in minutes with our AI template. Get insights that drive real results.

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Maya Financial Performance

AI-Powered Insights

Claude

Gemini

GPT

Analysis of Maya's official website (maya.ph) and press releases.
Review of news articles from TechCrunch, DealStreetAsia, and Philippine business publications.
Synthesis of industry reports on Philippine FinTech and digital banking.
Public statements from Voyager Innovations and PLDT leadership.
App store reviews and social media sentiment analysis.

Profit: Net Loss (Pre-profitability growth stage)

Market Cap: Private (Valued at ~$1.4B in last funding round)

Stock Performance

Annual Report: Not publicly available (Private company)

Debt: Primarily funded by equity and parent company.

ROI Impact: Metrics focused on User Growth and GTV over profitability.

SWOT Index

Composite strategic assessment with 10-year outlook

/ 100

Category Challenger

ICM Index

STRATEGIC ADVISOR ASSESSMENT

Maya's societal ambition is high, but achievability is tempered by intense competition (GCash), reflected in the SWOT score. The OKRs are strong and category-shaping. The core strategy is clear and durable. AI potential is significant due to vast data. The growth multiplier is modest, reflecting the fierce battle for market leadership in a crowded but large TAM. Success hinges on out-executing the dominant incumbent.

SWOT Factors

Upside: 78.7 Risk: 80.0

OKR Impact

AI Leverage

Top 3 Strategic Levers

Monetize existing base via AI-driven cross-selling

Deepen user engagement to increase LTV and build a moat

Win the brand war for 'trust' and 'reliability'

AI Disclosure

This report was created using the Alignment Method—our proprietary process for guiding AI to reveal how it interprets your business and industry. These insights are for informational purposes only and do not constitute financial, legal, tax, or investment advice.

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