BIZ BUZZ: BPI taps Disney magic to spruce up banking
BPI is bringing in the big guns—or rather, the big mouse.
The Ayala-led bank has tapped Disney in a multi-year collaboration, becoming the first in the Philippines to roll out themed banking products tied to Disney, Pixar, Marvel and Star Wars.
On the surface, it’s all about branded cards and perks. But the move hints at a deeper push to make banking feel less… well, like banking.
Under the deal, BPI customers can expect Disney-themed cards, travel perks tied to Disney Cruise Line and Hong Kong Disneyland, plus promos linked to Disney+ and film releases.
That’s a far cry from the usual rewards catalog.
Industry watchers say this is part of a broader shift among banks—from purely transactional services to lifestyle-driven offerings aimed at keeping customers engaged.
For BPI, which is marking its 175th year, the timing is telling. The bank is trying to stay relevant to younger, digital-first clients who expect more than just savings accounts and loans.
The Disney tie-up gives it instant brand recall. After all, few names carry as much cross-generational appeal.
It also opens doors beyond banking, from travel to entertainment—spaces where spending, and therefore card usage, tends to rise.
Still, the real test is whether the novelty translates into sustained usage, not just initial hype.
Because in today’s crowded banking space, a bit of magic can grab attention—but keeping customers is a different story altogether.
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