For the second consecutive year, popular Filipino finance app GCash has finished first in our list of Southeast Asia's top 10 financial brands. With over 94 million users in the Philippines, GCash has transformed into the dominant financial super app in the country, offering services beyond payments such as savings, loans, investments, and insurance.
With a best brand score of 78.5, GCash holds a three-point lead over its nearest competitor, Momo, a Vietnamese fintech and financial app (75.9). GCash is also 12 points up on its leading score from last year (66.95%), indicating its rapid growth and central role in the digital financial ecosystem in the Philippines. However, despite its popularity in its home market, GCash didn't make the top 10 in any other market, pinning its success squarely on its high scores in the Philippines.
GCash achieved near universal awareness (99%), as well as top scores for purchase frequency (97%) and the top score for quality (82%). A lot of GCash's success can be traced to how it transformed financial inclusion in the Philippines by enabling fully digital payments accessible even to the rural unbanked. It has since grown into a multi-service platform that supports millions of users and merchants, addressing a range of financial and transactional needs through one app. It also serves millions of overseas Filipinos via international remittance and payment services. Compared to its closest competitors like MoMo and True Money, GCash scores higher in awareness, purchase, quality, and loyalty but somewhat lower in customer service (63%) and touchpoints (60%). Innovation score (44%) is also among the higher end, but still leaves room for growth.
The ranking is based on our authoritative list of Southeast Asia's top 50 brands, done in partnership with research firm Pureprofile. We have published reports on the top 10 brands from the surveyed markets (Indonesia, Thailand, Philippines, Malaysia, Vietnam, Singapore) across 10 sectors. Brands were evaluated using attributes including awareness, purchase, quality, buying experience, customer service, loyalty, innovation, brand touchpoints (ease of use across all digital and offline interactions), and advocacy (degree of recommendation).
Over the past few weeks, we have provided a comprehensive analysis of the top brands by sector in Southeast Asia. See our rankings for the beauty sector, food, travel, electronics, telcos & streaming, ecommerce, transport & delivery, and automotive.
The chart below shows the scores of the top financial brands in Southeast Asia. Following the chart, you’ll find the top 10 financial brands in individual markets, along with a brief analysis of the top 10 performers across the region.
GCash continues to lead Southeast Asia’s digital financial landscape in 2025, while MoMo and True Money remain strong contenders, scoring 75.9% and 75.1% respectively, with notably higher customer service and touchpoint engagement compared to GCash. Meanwhile, traditional banks like BCA and K Bank show solid loyalty and customer service figures, but with lower awareness and purchase rates than the leading digital wallet platforms. GCash’s innovation score of 44% shows an ongoing commitment to expanding financial inclusion through new digital products and services.
Overall, Southeast Asian consumers favour financial brands that combine widespread accessibility, innovation, and user trust. GCash’s seamless integration into daily life, broad ecosystem, and solid brand equity continue to set it apart, while competitors work to close gaps in customer experience and engagement.
In charts: Financial brands breakdown by market
Let's have a closer look at the top 10 SEA performers
1. Gcash
Gcash leads the Philippine market with an impressive brand score of 78.5 and near-universal awareness (99%). Its success is driven by a seamless mobile wallet platform that caters especially to underbanked consumers, offering convenient payments, a wide merchant network, and strong customer loyalty (77%).
2. MoMo
Vietnam’s fastest-growing mobile wallet, MoMo, holds a brand score of 75.9 with strong awareness (91%) and a high purchase rate (87%). It integrates diverse financial services like payments, loans, and investments into one app, backed by excellent customer support (75%) and partnerships with major retailers.
3. True Money
Leading e-wallet True Money commands strong recognition (92%) and adoption (92%) across Thailand, supported by extensive agent networks that serve both urban and rural customers. With a brand score of 75.1 and solid customer loyalty (67%), it’s viewed as a reliable and convenient digital financial service.
4. BCA
Bank Central Asia (BCA) remains one of Indonesia’s most trusted banks, scoring 74.9 with 93% awareness and high customer service ratings (86%). Its ability to combine traditional banking strengths with digital innovation helps maintain strong loyalty (81%) and relevance across the country.
5. GoJek
Originally a ride-hailing platform, GoJek has evolved into a widely used super app with digital payments and financial services at its core. It enjoys near-ubiquitous awareness (97%) and a high purchase rate (91%), driven by seamless integration and deep understanding of Indonesian consumer needs.
6. Kasikornbank (K Bank)
K Bank scores 72.6 with strong customer service (84%), high awareness (89%), and loyalty (75%). It blends reliable traditional banking with digital innovation, offering diverse financial products tailored to individuals and corporate clients across Thailand.
7. DBS
With a brand score of 66.6 and awareness at 93%, DBS is a leading digital bank focused on innovative technology and strong regional presence. Though loyalty is more moderate (63%), DBS continues to attract tech-savvy consumers through ongoing digital transformation efforts.
8. Vietcombank
One of Vietnam’s largest banks, Vietcombank scores 65.5 and maintains solid awareness (76%) and loyalty (68%) through a well-established branch network combined with improving digital services and a reputation for reliability.
9. BDO
BDO Unibank is a dominant traditional bank in the Philippines with a 65.1 brand score and 94% awareness. It leverages its extensive physical presence and trusted brand to provide strong customer service (70%) and loyalty (73%), while gradually expanding digital adoption.
10. MB Bank
MB Bank is a major Vietnamese commercial bank established in 1994 and owned by Vietnam's Ministry of National Defence. It scores 64.2, standing out with exceptional customer service (88%) and a strong buying experience (78%). It appeals particularly to younger, digital-first Vietnamese customers by combining innovative digital products with personalised service in a competitive banking market.
