When it comes to credit in the Philippines, no two Filipinos see it the same way. Some are cautious, others curious, and many are learning as they go. That’s why the 2025 TransUnion Credit Perception Index (CPI) introduced three “personas” — fictional but research-based profiles — to show how different groups of Filipinos approach money, credit, and financial products.
Meet Jasmine, Maria, and Jacob. Chances are, you’ll see a little bit of yourself in one of them.
Jasmine: The General Population
Jasmine represents the average Filipino credit user. She’s financially stable, with a decent grasp of her finances. She can afford day-to-day necessities and has access to financial products and educational materials.
She learns about money from a mix of sources — mostly social media (60%), but also banks (48%) and financial advisors (47%)
. Jasmine is open to credit but still cautious. She trusts the system more than before, but she wants convenience and transparency from her lenders.
Her CPI score is 73, only slightly down from last year’s 74. That stability reflects how most Filipinos feel: generally knowledgeable about credit, but still hesitant to go all-in.
Maria: The Unbanked
Maria’s story is tougher — and more familiar to millions of Filipinos. She doesn’t have a bank account, and she often struggles with limited money at the end of the month. In fact, 51% of unbanked Filipinos say they have trouble paying bills on time
She relies on friends and family (42%) for financial advice, with social media as her main source of learning (62%). Despite the challenges, Maria is making progress. Her CPI score climbed from 65 in 2024 to 67 in 2025. Even more impressive, she’s catching up fast in credit knowledge:
Mobile loans: +16 percentage points
Payday loans: +15pp
Automotive loans: +13pp
Maria proves that being unbanked doesn’t mean being uninformed. With the rise of FinTech and digital products, she’s starting to see credit not as something reserved for the wealthy, but as a tool she might use one day.
Jacob: The FinTech User
Jacob is the new face of Filipino finance. He’s young, tech-savvy, and financially literate. He actively uses multiple FinTech products — from eWallets to digital banks — and feels confident navigating them.
For Jacob, the first step into money management wasn’t a bank account. It was an app. Like many in his group, he started with an eWallet, and now he relies on mobile-first platforms for payments, transfers, and even credit.
His CPI score is 74, the highest of all groups, and his general credit knowledge is strong at 71%
He sees credit less as a risk and more as an opportunity, but he still expects institutions to keep things fast, secure, and transparent.
Why These Personas Matter
These three profiles highlight the different realities of Filipinos and credit:
Jasmine shows us the mainstream: cautious but open, balancing tradition and modern tools.
Maria represents the challenges of inclusion: eager to learn but still limited by access.
Jacob points to the future: digital-first, convenience-driven, and confident.
For banks, FinTechs, and policymakers, understanding these personas isn’t just about market research — it’s about designing solutions that fit real lives. Jasmine might need transparency, Maria might need education and access, and Jacob might demand digital speed and fraud protection.
The Bottom Line
Credit in the Philippines isn’t one-size-fits-all. Jasmine, Maria, and Jacob show the spectrum of experiences — from financially stable households to unbanked families to digital natives.
If you see yourself in Jasmine, you’re probably cautious but curious. If you’re like Maria, you’re trying to catch up and find your place in the system. If you’re Jacob, you’re already living in the future of finance.
The takeaway? No matter where you are, credit doesn’t have to be scary. With the right tools, knowledge, and protections, it can be a bridge to a more secure and empowered financial future.
