THE GLOBAL FILIPINO MAGAZINE Issue 12 ‘I found my purpose as a Financial Literacy Evangelist’

‘I found my purpose as a Financial Literacy Evangelist’


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By Nina Eloisa Leuterio

These days, investing is all the rage when it comes to earning more money. You’re encouraged with the same words: “You should invest because investing is making your money work for you. You should invest because investing is earning money while you sleep. You should invest because you can earn Php500,000 with just Php10,000!” Following the trend feels inviting and the promise of profit seems tempting, but Jay Adrian Tolentino’s story seems to suggest otherwise (not yet at least).

Image Credit: Supplied

Tolentino, 33, a sales manager for Ayala Land International Middle East, and an independent financial coach, shares that he had made quite the investments before—investments that made his finances a “mess”.

“I joined a Ponzi scheme, I invested on a property, and I was also sold a financial product that I wasn’t able to sustain. My family then got in debt when my father had his second open-heart surgery,” he said.

His investment story sounds alarming that might’ve even made one feel wary of investing.

“I invested on a property without reviewing my finances (I was still jobless during that time), and I was sold a financial product that I wasn’t able to sustain because I didn’t save anything for emergencies. My family then got in debt when my father had his 2nd open-heart surgery,” he continued.

What made his investments a sob loss was because he lacked financial literacy.

Tolentino, having realized this, eventually decided to pause all of his investments and instead invest in what he deems would pay the best interest: knowledge. He started focusing on personal and spiritual growth. He started learning about personal finance through books, seminars, and YouTube videos. He added that he got “so hooked into that topic” to the point where he started sharing his learnings and experiences with Filipinos in the UAE. Through this, he “found his purpose”—to be a Financial Literacy Evangelist.

Shifting the focus to the present day, it can be seen that he is doing just that. He currently works at Ayala Land Middle East, a company that believes and supports his advocacy on Financial Literacy. Together, they advocate for responsible real estate investing by letting them conduct coaching sessions with their potential buyers and current investors to ensure that they can sustain their property investment.

Outside of this, he also has personal endeavors such as being an independent financial coach to many overseas Filipino workers (OFWs) in Dubai and as a host of the “Pera & Purpose Podcast.” Not only that, but he is also usually frequented as a speaker. One example is when he was invited to speak in Congress to represent the sentiments of many OFWs regarding the mandatory 3% contribution being asked by PhilHealth.

Tolentino has achieved many things; he certainly has followed his mantra in life and has “prospered with a purpose”. Even if he shall leave Dubai, he claims that he still sees himself spreading the value of financial literacy.

This story has been featured on the 12th issue of The Global Filipino Magazine. To get a copy, you may contact Mr Orli Gayeta at +971503196856. If you have an inspiring story or know someone with one, please send an email at

The Global Filipino Magazine is the only Filipino magazine in the UAE that prints on a monthly basis. Its goal is to champion the success of every global Filipino across the globe.

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