When Joffre Enrico Dominguez, a seasoned finance professional and Registered Financial Planner, became CFO of a microfinance company, he thought he had seen it all.
But it wasn’t a boardroom meeting or a corporate merger that left the deepest impression on him. It was a sari-sari store owner with no college degree, just grit, hustle, and instinct.
“Nanay doesn’t have formal education—but she has financial sense,” Dominguez told Financial Adviser PH. “And what she taught me, no classroom ever did.”
How a simple loan turned into a self-made business empire
It started with a basic microfinance transaction. An elderly woman approached the branch asking for the maximum loan amount. Curious, Dominguez asked why.
“Gusto ko po bumili ng tricycle,” she said.
But before approving the loan, Dominguez dug into her borrower history—and what he found was incredible.
Nanay had already used previous loans to extend her sari-sari store’s hours to 24/7. Why? She observed that call center workers bought snacks late at night and early in the morning. That small tweak drastically boosted her sales—and she repaid the loan ahead of schedule.
With the next loan, she stocked up on instant noodles and a thermos to serve hot food. Then came a small stove. Before long, she wasn’t just selling snacks—she was serving meals.
And the tricycle? That was her plan to pick up regular customers from the jeepney stop and bring them to her store before they went home to sleep.
Why Nanay’s story proves you don’t need a degree to be financially smart
As Dominguez told Financial Adviser PH, it was clear this woman didn’t have spreadsheets or business plans. But she had something better: observation, adaptability, and purpose.
“She saw a gap, took a small risk, and made the most of what she had. That’s real financial intelligence,” he said.
Her story is what Dominguez now uses in his workshops to redefine what success in finance really looks like. It’s not about jargon or products—it’s about understanding how money flows and how to make it work for you.
The grassroots formula for entrepreneurship that works
Dominguez believes Nanay’s approach offers three lessons that anyone—regardless of income—can apply:
Observe your market
“She didn’t guess. She watched her customers. She adapted her hours to their needs.”
Start with what you have
“She didn’t wait to be fully ready. She used her loan wisely and built from there.”
Think one step ahead
“The tricycle wasn’t just for convenience—it was part of her growth strategy.”
“Financial literacy isn’t always taught. Sometimes, it’s lived.”
According to Dominguez, this story embodies the kind of Filipino entrepreneurship that should be celebrated and scaled—not just through more loans, but through education and recognition.
“Nanay proves that real financial sense doesn’t come from textbooks—it comes from the ground up.”
And that’s what Dominguez is now focused on: reaching the 90% of Filipinos who don’t see themselves as investors or entrepreneurs but who, with the right tools and encouragement, absolutely can be.
Bottom line: Start where you are, use what you know
Dominguez told Financial Adviser PH that if more people understood stories like Nanay’s, financial literacy wouldn’t feel so out of reach. It would feel doable—because it is.
“Every Filipino has the potential to grow something—whether it’s a business, a savings habit, or a better financial future,” he said. “You just need to start where you are, with what you have.”
