EastWest Priority, the affluent banking arm of EastWest, has been awarded Outstanding Client Experience in Wealth Management at the Global Private Banking Innovation Awards 2025. This honor affirms EastWest Priority’s focus on thoughtful, tailored service and wealth strategies that speak to the needs of affluent clients across the country.
Raffy S. Algarra Jr., EastWest Head of Financial Markets and Wealth Management, receives the Best Discretionary and Advisory Services Offering award at the 2025 Global Private Banking Innovation Awards.
Launched in 2016 following EastWest’s acquisition of Standard Chartered’s retail banking and wealth portfolio, EastWest Priority has evolved into a trusted financial partner by helping clients grow, preserve, and maximize their wealth through a suite of tailored products and relationship-led service.
Where Personalized Care Meets Technology
In 2024, EastWest Priority demonstrated its leadership in client-centricity by expanding its footprint to 12 Priority Centers nationwide, bringing premium banking closer to clients in key cities across the Visayas and Mindanao. This hyperlocal strategy, a rare advantage among its peers, enabled the Bank to meet clients where they live, work, and invest.
Complementing its physical network, EastWest Priority offers a full spectrum of wealth solutions across deposits, investments, insurance, and lending, each matched to a client’s goals, risk appetite, and life stage. Supported by expert Relationship Managers, the segment’s bespoke experience includes:
- Exclusive asset swap and gold investment opportunities via EastWest Financial Markets and Wealth Management and through its referral program with J. Rotbart & Co.
- Preferred foreign exchange rates and banking fees
- Visa Infinite debit and credit cards with concierge access, waived ATM charges, and global travel protection
- Strategic global partnerships like Henley & Partners for citizenship and residency services
- Experience-driven client events
On the digital front, Priority-exclusive features on the EasyWay app include a dedicated interface and online foreign exchange capabilities by bringing added convenience to globally mobile clients.
“At EastWest, we believe banking should be both personal and powerful,” said Raffy S. Algarra Jr., EastWest Head of Financial Markets and Wealth Management. “EastWest Priority is about anticipating our clients’ aspirations and crafting solutions that go beyond transactions. This award is a testament to our people’s dedication and our long-term belief in customer intimacy, local relevance, and innovation.”
Richie Tamayo, Head of EastWest Wealth Management, added: “We understand that trust, expertise, and access are the currencies of wealth relationships. Our Priority team doesn’t just manage portfolios. They nurture ambition, with service that adapts to each client’s life stage, market conditions, and dreams.” All these can be enjoyed with a minimum total relationship balance of only P2.5Mn.
This distinctive value proposition, premium banking with inclusive thresholds, has helped position EastWest Priority as a rising leader in the Philippine affluent segment.
What’s Next
In 2025 and beyond, EastWest Priority is set to:
- Launch enhanced Priority Credit and Debit Cards with curated lifestyle offers
- Expand its footprint to new growth markets
- Broaden digital access to investment products
“Client experience is our compass,” Algarra concluded. “Winning this global recognition inspires us to elevate every solution and every interaction in our customers’ financial journey.”
