Written by Cybelle Diones

MANILA – Organizational Communication students from the University of the Philippines Manila clinched a spot among the Top 10 national finalists in the GCash Innovation Challenge 2025, held on November 24 at Bonifacio Global City, Taguig. The competition garnered over 190 registered teams across the country, with each team composed of undergraduate students currently in their third to fifth year of study. 

The ImaGnation Innovation Challenge is an annual case competition spearheaded by GCash that brings together young creative minds and future trailblazers to turn their innovative ideas into real-world fintech solutions that empower everyday users. First launched in 2021 and now in its fourth edition, the program continues to emphasize the development of sustainable and inclusive approaches aimed at improving everyday financial practices, particularly for the Filipino working class.

Anchored in this mission, this year’s brief highlights the need for practical solutions to address various logistical and financial challenges that working Filipinos face, despite widespread digital connectivity. 

The Task:

• Identify an everyday struggle faced by the working Filipino that GCash can help solve.
• Develop an innovation strategy and go-to-market roadmap that turns this insight into a real-world solution, seamlessly integrating into users’ daily lives and strengthening GCash’s role as the most trusted partner for everyday transactions.

The team, led by Carlo James Reyes alongside members Jerlinda Reyes, Thyrone Yenwathana, Jan Lloyd Concepcion, and JC Asuncion, presented a solution that integrates a finance tracker within the GCash ecosystem. The team sought to counter the pervasive “bahala na” mindset and establish primacy on intentional financial stewardship. Specifically, the team’s innovation was  designed to help users manage their expenses and shift from impulsive spending toward proactive financial planning. 

The month-long challenge unfolded in several phases, beginning with the registration period from October 18 to November 5. Applicants were asked to submit a three-slide pitch deck and a one-minute-and-30-second video explaining their product innovation. Shortlisting was conducted based on these submissions.

The shortlisted participants then advanced to a three-day hackathon that tested their problem-solving and collaboration skills. The program commenced with onboarding activities, including mentoring sessions, sandbox tutorials, and talks from industry professionals. The second day was dedicated to the hackathon proper, during which participants delivered their final presentations of their final product innovations. On the third day, the program concluded with an awarding ceremony that recognized the most outstanding pitches, one of which was the team’s innovative fintech solution.

Youth at the Leading Edge of Innovation

As digital ecosystems continue to demand innovative breakthroughs, Organizational Communication once again proves to be a holistic discipline that molds visionary students into future professionals who are capable of creating meaningful and transformative interventions.