Cebuana Lhuillier: Gold is the missing piece in modern investment portfolios

Philstar.com

May 22, 2026 | 5:00pm

for Cebuana Lhuillier

MANILA, Philippines — As the local investment landscape evolves, Filipino investors are increasingly looking beyond traditional stocks, real estate, mutual funds and digital assets to secure their wealth.

Cebuana Lhuillier, the country’s leading financial services provider, is positioning physical gold as the crucial “missing piece” for modern, diversified investment portfolios, shifting the perception of gold from a mere retail commodity to a premier long-term wealth preservation tool.

The move comes as high-net-worth individuals and sophisticated investors look for tangible, resilient safe havens amid global economic uncertainty. While many affluent Filipinos have heavy exposure to digital and paper assets, very few have physical gold in their portfolios—a strategic gap that Cebuana Lhuillier aims to fill.

Over 400% growth: The relentless value of gold

According to Robby Afzelius, strategy partnerships and retail business group head of Cebuana Lhuillier, gold’s historical performance and intrinsic scarcity make it an irreplaceable asset class.

"Whenever there are types of uncertainties, which we are in right now, even governments will switch towards gold because they know that it is a (safe) haven," Afzelius noted during a recent interview.

"If you look at the gold value from 2010 till today, gold has increased by over 400%. If you look at the period of the last five years, that’s over 200% in growth. This has caught the attention of a lot of Filipinos."

Catering to serious investors: The launch of 50g and 100g minted gold bars

To cater to this growing demand among sophisticated investors, Cebuana Lhuillier is expanding its product line beyond its successful entry-level 1-gram, 5-gram and 10-gram offerings.

The company has introduced larger, institutional-grade formats: 50-gram and 100-gram minted gold bars.

"This is now a serious investment. The price of a 100-gram bar is over a million pesos—it's like buying a vehicle," Afzelius explained.

"This falls in the same place as buying bonds, stocks or putting your money in a long-term time deposit. We have shifted our target to those serious investors, giving them a product suited for the needs of that segment."

For investors accustomed to purely digital or intangible portfolios, transitioning to physical gold provides a tangible, high-value security.

Holding a single 100-gram bar consolidates substantial wealth seamlessly, removing the hassle of safekeeping hundreds of smaller fractional pieces while maximizing the absolute value of future price increases.

Guaranteed liquidity and market access

Cebuana Lhuillier is bridging the gap between physical custody and financial liquidity through its Gold Bar Buyback Program. Under this initiative, the company guarantees it will buy back Cebuana Lhuillier gold bars at 90% of their current market value, ensuring investors have a clear, reliable exit strategy.

The financial upside is already evident for early adopters. When Cebuana Lhuillier first launched its 1-gram gold bar two years ago, it was priced at P5,200.

Today, that same gram is valued at P12,800. Under the buyback program, an investor could liquidate that single gram for nearly P11,000—more than doubling their initial investment.

Exclusive availability and regulatory compliance

Due to the high craftsmanship and premium purity of the 50g and 100g bars, supply remains exceptionally scarce. Cebuana Lhuillier limits production to just five to 10 pieces per month, making them highly coveted, exclusive assets.

The gold bars are open to both Filipino citizens and foreigners, subject to standard Anti-Money Laundering Act (AMLA) regulations, which require a full Know-Your-Customer (KYC) verification process for transactions worth P1 million and above.

Public rollout approaching

While Cebuana Lhuillier has initially offered "first dibs" on these larger denominations to its high-value gold buyers via an invite-only phase, the company will officially open sales to the general public on June 1, 2026.

"To those who are looking for a solid investment that over time has guaranteed very high growth, I would highly encourage including the 50g and 100g gold bar as part of your investment portfolio," said Afzelius.

"Historically, it has proven to be resilient and can outpace traditional investments. Because supply is very limited, my suggestion is if you see it on our website or in our store, grab it right away."

Interested investors can check for availability and learn more by visiting the official Cebuana Lhuillier website or inquiring at select premium retail branches.

Editor’s Note: This press release is sponsored by Cebuana Lhuillier. It is published by the Advertising Content Team that is independent from our Editorial Newsroom.

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