EastWest Priority, the premium banking arm of EastWest, has been recognized for delivering exceptional client service in wealth management, earning the Outstanding Client Experience Award at the Global Private Banking Innovation Awards 2025. This global recognition affirms EastWest Priority’s unwavering commitment to delivering personalized financial strategies and service excellence tailored to the needs of the country’s affluent clientele.
A Legacy of Personalized Wealth Management
Since its launch in 2016 following EastWest’s acquisition of Standard Chartered’s retail and wealth portfolios, EastWest Priority has grown into a trusted financial partner for high-net-worth individuals, helping them grow, protect, and maximize their wealth through a suite of customized solutions and relationship-driven service.
Blending High-Touch Service with Strategic Reach
In 2024, EastWest Priority strengthened its nationwide presence with 12 Priority Centers strategically located across key cities in Visayas and Mindanao, offering unparalleled access to premium banking services where clients live, work, and invest. This hyperlocal strategy sets EastWest apart in the market, reinforcing its reputation for being close to clients both geographically and relationally.
EastWest Priority clients enjoy a full spectrum of wealth services—covering deposits, investments, insurance, and lending—tailored to their financial goals, risk profiles, and life stages. These are delivered through expert Relationship Managers who provide:
- Exclusive gold and asset swap opportunities via EastWest Financial Markets and its referral program with J. Rotbart & Co.
- Preferred foreign exchange rates and banking fees
- Visa Infinite debit and credit cards with global travel protection, concierge services, and waived ATM charges
- Strategic global partnerships, such as Henley & Partners for citizenship and residency services
- Immersive client events designed to deliver rich, experience-led engagements
Empowering Clients Through Digital Innovation
EastWest Priority also elevates convenience through its EasyWay app, with exclusive features including a dedicated Priority interface and online foreign exchange capabilities, addressing the needs of globally mobile clients with efficiency and ease.
“At EastWest, we believe banking should be both personal and powerful,” said Raffy S. Algarra Jr., Head of Financial Markets and Wealth Management. “EastWest Priority is about anticipating our clients’ aspirations and crafting solutions that go beyond transactions. This award validates our people’s commitment to local relevance, customer intimacy, and continuous innovation.”
Richie Tamayo, Head of Wealth Management, added: “Trust, expertise, and access—these are the currencies of wealth. Our team goes beyond portfolio management. We support ambition and guide clients through market shifts and life changes.”
Clients can unlock the full EastWest Priority experience with a minimum Total Relationship Balance of just P2.5 million, underscoring the segment’s mission to offer premium banking with inclusive thresholds.
What’s Ahead for EastWest Priority
Looking forward, EastWest Priority is poised to:
- Launch enhanced Priority Debit and Credit Cards with curated lifestyle privileges
- Expand into new growth markets
- Broaden digital access to investment solutions
“Client experience is our compass,” Algarra concluded. “This global recognition only strengthens our drive to elevate every solution and interaction across our customers’ financial journey.”
With a client-first mindset and a passion for innovation, EastWest Priority continues to set the standard for wealth management in the Philippines.
