by UnionBank Human Resources Group
UnionBank’s Branch Channel Management (BCM) team has been leading a bold digital transformation journey—reimagining traditional branch operations to deliver faster, smarter, and more sustainable banking experiences. In line with the Bank’s NextGen strategy and the Aboitiz Group’s Great Transformation, BCM launched a series of conversion initiatives that simplify processes, reduce manual effort, and empower customers through secure, self-service digital platforms.
At the heart of this transformation is the Digital Shift from Mailed SOA to eSOA. The team identified accounts with email addresses and manually retagged them to eSOA, while branches coordinated with clients to nominate emails for accounts without one. A major system enhancement in Finacle automated SOA delivery, improving operational efficiency and security. In collaboration with Product Management, the need for physical SOAs was eliminated, reinforcing a fully digital approach. As of 2025, 94% of SOAs (102,699 accounts) have been converted to digital format—accelerating statement delivery, reducing costs, and advancing the Bank’s sustainability goals.
The shift away from passbooks and transaction diaries was equally impactful. BCM partnered with the Relationship Banking Center (RBC) to limit issuance to select clients only, with approvals routed through Sales Directors. Inventory was closely monitored, and clients were encouraged to adopt ATM-based accounts and enroll in UB Online or The PORTAL. These efforts led to a 60% decrease in transaction diary issuance and a 54% drop in passbook issuance in 2024, with further declines recorded in 2025— demonstrating strong adoption of digital alternatives.
The Digital Transaction Portal (DTP) became a cornerstone of branch digitization. Branches actively promoted DTP’s convenience, and continuous enhancements enabled more transactions to be processed digitally. As of September 2025, 78% of 10.1 million branch transactions (7.9 million) were paperless and processed through DTP—reducing congestion, improving turnaround times, and supporting environmental sustainability.
To boost engagement with UnionBank Online (UBO), the team deployed targeted initiatives:
- #Everyday is an AppDay: Lobby ambassadors facilitated UBO enrollment in high-traffic branches.
- Every OTC is an Opportunity: GSIS transaction reports were used to identify and convert government clients.
- Digital campaigns and incentives: SMS/email promotions and token giveaways encouraged registration.
- Cross-team collaboration: Explainer videos, tutorials, and feedback loops improved app usability.
These efforts led to 86% enrollment of individual savings and checking accounts (741,670 CIFs) by July 2025. Government account enrollment rose from 15% to 29% in just six months, reflecting a 14% increase in adoption.
For corporate clients, The PORTAL offered 24/7 banking convenience. The team mapped unenrolled clients, flagged manual users, and partnered with RBC to enable automatic enrollment for new accounts. As of July 2025, 51,349 business CIFs were enrolled—a 17% YOY increase—with 3.5 million transactions diverted from branches, reducing manual processing and enhancing client experience.
Together, these initiatives represent more than just process improvements—they reflect UnionBank’s commitment to innovation, sustainability, and inclusivity. By eliminating manual barriers and embracing technology, BCM has created a seamless, secure, and accessible banking experience that empowers every customer. This transformation is a testament to the Bank’s purpose of Reimagining Banking to Uplift Lives, and its vision to be the most loved and preferred NextGen Bank for all generations.
