Proto, the leader in localised AI Customer Experience (AICX) solutions for emerging markets, has successfully deployed with eTap, the Filipino fintech behind the country’s most widely used self-service payment solutions, including Pay N' Go, ECPay, and GCash kiosks.
The deployment follows a successful proof-of-concept where Proto’s AI assistant (nicknamed Tappy!) unified and automated customer interactions across both kiosk and digital channels. Tappy offers transaction support, account inquiries, and troubleshooting in Filipino languages and accessible formats.
eTap is recognised as the leading self-service payment kiosk provider in the Philippines, holding approximately 70% of the market share. With over 4,000 active kiosks nationwide and plans to add 2,000 more annually, eTap is positioning the Proto AICX Platform as a cornerstone of its strategy to merge the in-person and online financial experience, enabling seamless support regardless of how customers interact with the service.
eTap Chief Strategy & Investment Officer Juan Miguel C. Hernandez said: “As a technology-forward and service-oriented organization, eTap Inc partners with Proto to help us achieve our goals: providing financial accessibility to every Filipino and transforming the customer experience to a whole new level. Moreover, this partnership can greatly influence our existing and potential clients and open a new stream of growth opportunities for our organization, all whilekeeping our customers at the heart of our business.”
Looking ahead, eTap will also bundle the AICX solution as part of an upcoming distributor offering, combining self-service hardware, AI-powered chat, and live-agent escalation into a single turnkey package for financial institutions. This bundling will support eTap’s expansion strategy across urban and rural retail points.
Proto CEO Curtis Matlock said: “This partnership with eTap marks a new chapter in how financial services are delivered in the Philippines — one where there’s no divide between digital and physical touchpoints. By merging online and in-person customer support into a single AI chat experience, we’re ensuring that every Filipino, whether in a city or barangay, receives the same level of intelligent and inclusive service.”
Notably in the Philippines, Proto’s AICX solutions have scaled quickly across both the public and private sectors leaders. In the government sector, Proto deployments include the Bangko Sentral ng Pilipinas (BSP) to automate consumer complaint resolution and the Securities and Exchange Commission (SEC) handling over 4.6 million citizen interactions each year.
In the private sector, Proto powers 24/7 support for the Universal Storefront Services Corporation (USSC), a payments network with 850+ locations and The Medical City Clinic (TMCC), a healthcare network with 50+ clinics and over 10,000 monthly patient interactions automated in Tagalog, Cebuano, and Taglish.
About eTap
eTap is a leading Filipino fintech provider of digital self-service infrastructure, powering millions of financial transactions through its branded kiosks: eTap, Pay N' Go, ECPay, and GCash. With a network spanning urban centers and rural communities, eTap delivers critical financial services such as bills payment, e-wallet loading, and remittance — bridging the digital divide for underserved populations through inclusive infrastructure and innovative customer experience
