BPI Unveils ‘Himala’ Campaign, Turning 1,369 Retail Outlets Into Cash Transaction Hubs

Photo Courtesy of BPI

In a major bid to decongest traditional bank branches and accelerate grassroots financial inclusion, the Bank of the Philippine Islands (BPI) has officially expanded its branchless banking footprint. The country’s second-largest private lender has activated 1,369 partner retail stores nationwide to process over-the-counter cash deposits and withdrawals.

The initiative is part of BPI’s newly launched "Himala" campaign, which builds on its broader "May BPI Dito" agency banking network. The network now encompasses more than 7,000 retail partner stores. At any of these 7,000+ locations—including supermarkets, pharmacies, pawnshops, and service stations—everyday consumers can open new digital bank accounts and apply for various financial products.

Decongesting Traditional Branches

According to BPI President and CEO Jose Teodoro "TG" Limcaoco, the aggressive push into retail spaces aims to shift heavy over-the-counter traffic away from brick-and-mortar locations. This allows physical branch staff to prioritize higher-value financial consulting and specialized services.

“The real miracle is not technology itself — it is giving more Filipinos the opportunity to participate in the financial system with ease and confidence,” Limcaoco stated. “Through our growing partner network, we are transforming everyday locations into gateways to banking.”

The agency banking framework has proven highly effective. BPI reported capturing over one million new banking customers since the preliminary phases of its merchant partnership strategy began.

A Diverse Retail Network

BPI's cash transaction infrastructure leverages a combination of major national conglomerates and deeply rooted regional retail networks.

A significant portion of the cash-agent network is driven by Robinsons Retail Holdings Inc. (RRHI). This allows cardless cash withdrawals and deposits via cashier counters at major outlets: Robinsons Supermarket; Robinsons Easymart and Shopwise; The Marketplace and Robinsons Department Store; Uncle John’s convenience stores

To ensure extensive rural and regional market penetration, BPI has simultaneously integrated non-RRHI systems and pawnshop networks. These include Tambunting Pawnshop, CVM Pawnshop, Prince Retail Group, Amesco Drug, and Mindanao-based retail footprints like Fitmart GenSan.

How the Cardless System Works

Account holders do not need a physical debit card to utilize these cash-agent touchpoints. Transactions are fully integrated into the BPI Digital Banking App:

In-App Selection: Users navigate to "Partner Store Transactions" inside the app and generate a secure barcode.

Counter Verification: The customer presents the digital barcode, a valid government-issued ID, and their registered mobile number to the store cashier.

Cash Processing: The store personnel scans the secure barcode to securely dispense or accept the cash.

Jose Raul E. Jereza, BPI’s Head of Agency Banking, revealed that individual transaction minimums start at ₱100. The institution intends to aggressively scale the cash-capable hub network from 1,369 stores to 8,000 active transaction hubs.

Strategic Fee Adjustments

The rollout of the "Himala" campaign coincides with another massive structural pivot from the bank. BPI has permanently waived all interbank fund transfer fees for InstaPay and PESONet transactions processed via the BPI app and its VYBE e-wallet. By pairing zero-fee digital transfers with local retail cash access, BPI is attempting to position itself as the primary financial ecosystem for both digital-native and cash-reliant Filipino consumers.