Building a More Inclusive City: Tagbilaran Launches ‘Cityzen Card’ with GCash

(L-R) Tagbilaran City chief of staff Cathelyn Torremocha, GCash account manager for public sector Bryle Acedillo, Tagbilaran City mayor Hon. Jane Yap, GCash head of public sector Cleo Santos, head of B2B strategy Cathlyn Pavia, and Visayas regional sales head Ronelo Buhawe

The city is the first LGU in the Visayas to provide a multi-use ID system to speed up government disbursements and expand access to financial services for 80,000 underserved Tagbilaran residents.

​Tagbilaran, a heritage city known for its old churches and the famed Chocolate Hills, is accelerating its digitalization efforts with the launch of its multipurpose "Cityzen's Card," powered by GCash and Visa. The Cityzen's Card will serve as a prepaid card and a local government-issued ID, enabling Tagbilaran City residents to access essential local government services seamlessly.
 
As the first Visayan city to offer this service, Tagbilaran is leading the way in innovation and highlighting the value of a multisectoral approach that leverages the combined efforts of local government units, digital financial technology providers, and private enterprises in creating lasting social and economic benefits.
 
City officials emphasize that the introduction of the Cityzen’s Card marks a significant step forward in improving the delivery of public services and advancing financial inclusion, particularly for traditionally underserved residents. Launched during the city’s annual Saulog Festival, the card will initially be issued to 80,000 residents, including senior citizens, persons with disabilities, and public sector workers.
 
The co-branded card will also enable the city government to send financial assistance and allowances directly to recipients’ GCash accounts, eliminating the need for in-person collection and reducing the risk of inefficiencies.
 
In addition, the multi-stakeholder approach in accelerating Tagbilaran City’s digitalization efforts allows residents to make cashless purchases at merchants accepting Visa and benefit from GCash features, such as savings accounts, fair credit options, affordable insurance, and accessible investment opportunities. Cardholders can also enjoy discounts at select establishments across Tagbilaran City, encouraging local economic activity and community engagement.
 
“Digitalization is part of the key executive agenda of my administration,” added Mayor Yap during her address at the Liveable Cities LocalLab, a policy platform focused on smart city development.
 
“We believe that it is now time that we plant the seeds so that the next generation will reap the benefits. As a young mayor, I have access to technology, but I can’t keep it all to myself. I have to share it, I have to make my city realize that this is it, we are going to be a smart city,” said Tagbilaran City Mayor Jane Yap.
 
The launch of the Cityzen’s Card highlights a growing trend across Southeast Asian countries, where local governments partner with fintech firms to accelerate financial inclusion and digitize public services. In the Philippines, where more than half of the population remains unbanked, fintech companies like GCash have become critical gateways to digital finance.
 
“The Cityzen’s Card is a powerful example of how digital tools can enable smart governance,” said GCash VP and head of public sector, Cleo Santos. “By embedding financial access into city services, we’re not only streamlining aid and assistance delivery but also supporting efficient governance, like that of Tagbilaran, and driving real financial inclusion for their constituents.”
 
The Cityzen’s Card is expected to become the default ID and digital financial access point for residents of Tagbilaran. Its rollout comes amid heightened calls for digital transformation across Philippine local governments, many of which are grappling with the logistical challenges of social aid distribution.
 
For more information, visit https://www.gcash.com.

GCash is the Philippines’ #1 Finance App and Largest Cashless Ecosystem. Through the GCash App, users can easily purchase prepaid airtime; pay bills via partner billers nationwide; send and receive money anywhere in the Philippines, even to other bank accounts; purchase from over 6 million partner merchants and social sellers; and get access to savings, credit, loans, insurance and invest money, and so much more, all at the convenience of their smartphones. GCash’s mobile wallet operations are handled by G-Xchange, Inc. (GXI), a wholly-owned subsidiary of Mynt, the first and only duacorn in the Philippines.

GCash is a staunch supporter of the United Nations Sustainable Development Goals (SDGs), particularly UN SDGs 5,8,10, and 13, which focus on safety & security, financial inclusion, diversity, equity, and inclusion as well as taking urgent action to combat climate change and its impacts, respectively.