UBX Philippines’ New Chapter: Marogy Leads Strategy to Boost Fintech Inclusion and GTV Growth

UBX Philippines is now under new leadership, with Dan Marogy assuming the CEO role effective September 2025 following the resignation of John Januszczak in June. ([philstar.com](https://www.philstar.com/business/2025/09/02/2469730/unionbank-fintech-unit-taps-ex-foodpanda-head-new-ceo?utm_source=openai)) This change occurs against the backdrop of UBX’s broad ambition: growing its gross transaction volume (GTV) ten-fold to ₱1 trillion by 2028 from a baseline in late 2023. ([philstar.com](https://www.philstar.com/business/2023/11/17/2311990/ubx-eyes-p1-trillion-transactions-5-years?utm_source=openai)) The incoming CEO brings extensive experience in scaling digital ecosystems, which aligns with UBX’s strategy of aggressive expansion in embedded finance and open finance. ([philstar.com](https://www.philstar.com/business/2025/09/02/2469730/unionbank-fintech-unit-taps-ex-foodpanda-head-new-ceo?utm_source=openai))

The investment by SBI Holdings – taking 16.67 % ownership – is clearly more than a financial boost; it’s also a technology and knowledge transfer deal. ([business.inquirer.net](https://business.inquirer.net/482411/ubx-gets-new-japanese-investor?utm_source=openai)) SBI’s global footprint in digital finance can help UBX refine its product offerings in payments, insurance, and possibly digital assets/blockchain. ([tribune.net.ph](https://tribune.net.ph/2024/11/18/ubx-taps-japans-sbi-amid-mart-innovation?utm_source=openai))

Operationally, UBX is executing via multiple strategic levers: open and embedded finance, SME lending through platforms like SeekCap, and partnerships like CashBux and SouthBank’s i2i banking service; these initiatives attempt to push financial inclusion deeper into rural and underbanked zones. ([tribune.net.ph](https://tribune.net.ph/2024/03/13/new-fintech-solution-enables-small-biz-shift-into-finance-hub?utm_source=openai)) However, areas of strategic risk persist:

• Regulatory and Policy Risk: The open finance framework in the Philippines, while promising, still lags in implementation and clarity. Data portability, privacy, and lender accountability are ongoing concerns. ([philstar.com](https://www.philstar.com/business/2023/11/17/2311990/ubx-eyes-p1-trillion-transactions-5-years?utm_source=openai))
• Infrastructure and Connectivity: Remote regions suffer both from physical connectivity and digital literacy deficits, limiting adoption. ([philstar.com](https://www.philstar.com/business/2023/11/17/2311990/ubx-eyes-p1-trillion-transactions-5-years?utm_source=openai))
• Credit and Lending Risk: As UBX sources new measurements for underwriting via AI and embedded finance, its ability to manage default risk and regulator concerns about non-traditional data remains an open question. ([philstar.com](https://www.philstar.com/business/2023/11/17/2311990/ubx-eyes-p1-trillion-transactions-5-years?utm_source=openai))
• Competitive Pressure: Other fintech players, traditional banks, and neobanks are improving their platforms fast; UBX’s early mover advantage in open finance may narrow unless execution is aggressive. No sources distinctly quantify recent competition, but this is implied by market commentary. ([philstar.com](https://www.philstar.com/business/2023/11/17/2311990/ubx-eyes-p1-trillion-transactions-5-years?utm_source=openai))

Strategic implications for investors and stakeholders:

• With SBI’s capital and capabilities, UBX is better positioned to scale internationally or offer cross-border products, especially around remittances and digital payments. Potential for exportability of its open finance infrastructure.
• Leadership change offers a reset opportunity—new CEO’s track record in digital, fintech, and platform scaling may accelerate adoption and strategic partnerships.
• Achieving ₱1 trillion GTV in five years will require high customer acquisition, retention, and regulatory cooperation; monitoring these metrics will be essential to gauge trajectory.
• Partnerships with rural banks and agents (via i2i) are essential for inclusion goals; success here will also serve as defense against competition aiming at underserved populations.

Open questions that merit further research:

• What is the current baseline GTV, monthly active users, and profit metrics as of end-2025 or latest quarter?
• How exactly will UBX deploy SBI’s expertise—will there be product co-development, sharing of intellectual property, or joint ventures?
• How is UBX addressing regulatory compliance around open finance, data protection, and responsible AI? Any emerging risks?
• How will connectivity limitations, especially in Mindanao and remote regions, be mitigated in practice?