From pioneering social enterprises like Rags2Riches to trailblazing ventures in retail, marketing, healthcare, food, and technology, the A+ Ecosystem celebrates two decades of proving a timeless truth: when people thrive, businesses do too.
In a rapidly evolving business landscape, A+ stands out for building something deeper — an ecosystem rooted in purpose, compassion, and the belief that true growth begins with people. Over the past 20 years, A+ has grown from a single enterprise into a vibrant network of more than 20 companies in the Philippines, each driven by one shared mission: to empower individuals and uplift communities.
As it marks its 20th anniversary, A+ looks back on a journey defined not just by expansion, but by intention and connection. At first glance, its portfolio — spanning brand activation, marketing services, healthcare, food, and technology — may seem diverse. But for Chairman Manny de Luna, every piece has always fit perfectly by design.
“The birth of the ecosystem may appear random to outsiders, but it was built with deep intentionality. Each company plays a vital role in the legacy we’re creating,” says de Luna.
That spirit of collaboration over competition has been key to the group’s success. The companies within A+ don’t just coexist — they complement one another, creating synergy that fuels creativity, innovation, and impact for clients and employees alike.
Built on Heart, Purpose, and People
At its core, A+ has always been about building lives, not just numbers. The group has created thousands of meaningful jobs across industries, fostering not only employment but a sense of belonging and shared purpose. Every individual is seen as a contributor to a greater mission — one that goes beyond business.
Guided by three enduring pillars — Puso (Heart), Purpose, and People — A+ has cultivated a culture that feels less like an organization and more like a community.
“To operate with heart — puso na may kusa at malasakit sa trabaho at sa ka-trabaho — that’s the only way we know how to collaborate, work, and win,” says Iya Yotoko, CEO and President of Adlib Studios and Chief Creative Officer of the A+ Ecosystem.
This foundation of empathy and genuine care has become A+’s quiet superpower — especially during challenging times.
Rising Together Through Adversity
When the pandemic struck, many businesses shrank back. A+ did the opposite.
“Don’t be afraid, don’t be concerned. We will make this collectively as an ecosystem,” de Luna told his team at the height of the crisis.
Instead of cutting back, A+ doubled down — protecting jobs, supporting employees, and even creating new ventures.
“We were single-minded in making sure that nobody lost their jobs,” recalls Millie de Luna-Daluz, Chief Transformation Officer overseeing start-ups like Aluyan Food Group and AliveCo. “We even ended up creating new companies that hired more people.”
That moment of courage became a defining chapter — a testament to what A+ truly stands for: grow the people first, and success will follow.
A Legacy of Care and Courage
Two decades later, A+ continues to evolve with energy and vision, led by “thinker-doers” and “doer-movers” who lead with both strategy and heart. Its story isn’t just about building companies — it’s about building a legacy of care, courage, and collaboration.
For A+, “Always A+” isn’t just a tagline. It’s a promise — one that continues to inspire, empower, and redefine what it means to succeed together.
