When Grab launched in the Philippines in 2013, it redefined what getting around could mean in a country long plagued by outdated transport systems. Suddenly, booking a ride didn’t require haggling on the street, and a new standard for mobility was born. More than a decade later, as the platform evolved beyond ride-hailing into food delivery, digital payments, and even community-building, one thing became clear: Grab is driving its future toward a modern digital economy.
At the center of that evolution is Ronald Roda, Grab Philippines’ Managing Director and one of the driving forces behind the company’s nationwide expansion. Since returning to Manila in 2018 after three years in Indonesia, Roda has led Grab’s growth with a singular goal of building something that works for Filipinos.
“I saw how far behind we were in solving transport problems,” he recalls. “I had seen how other countries in Southeast Asia used technology to make mobility more efficient and inclusive, and I believed the Philippines could learn from that.” From growing the GrabCar footprint from eight to over 200 cities to embedding the company deeper into underserved communities, Roda’s work has been nothing short of transformative.
On What Grab Can — and Should — Be
Under Roda’s leadership, Grab has become integral to how people move, earn, and access daily essentials. With over 270,000 livelihood opportunities created through the platform, the impact goes beyond business metrics. “We’ve gone from basic ride-hailing to enabling thousands of drivers, delivery partners, and small businesses to earn a living through the platform,” Roda says. “Grab was the right platform to make that happen.”
This deeper understanding of the platform’s role is what drives his long-term vision. He says, “My view of Grab has shifted from thinking of it as a tech company to seeing it as a platform that creates real value for everyday Filipinos.” That shift has pushed the company to look beyond convenience and focus on systemic change, using digital tools not only to improve services but also to create real, lasting impact. “It can help fix systemic problems while giving people the tools to succeed,” Roda adds.
The numbers support this transformation. A study by the Center for Research and Communication found that for every peso spent on Grab, an additional ₱3.42 is injected into the Philippine economy. Between 2019 and 2021, the platform contributed an estimated ₱37 billion to ₱165.6 billion in total economic output and lifted national household income by ₱23.8 billion to ₱40.3 billion.
A report from the Asian Development Bank in 2023 also highlighted Grab’s impact on employment. GrabFood drivers earn about twice the minimum wage on average, with 95 percent of them intending to continue post-pandemic. Flexible hours were a major factor, cited by 81 percent of respondents. These figures show how the platform has enabled resilience and income growth, particularly in underserved areas.
According to the same study, Grab’s services have helped reduce unemployment by up to 1.6 percent and provided a financial safety net during times of crisis. In Roda’s hands, Grab is not only expanding its reach but also embedding value into communities.
A Platform for Progress
Grab’s expansion outside Metro Manila wasn’t part of its original roadmap, but the demand came from the ground up. “Our initial plan in 2019 was to expand only to a few cities,” Roda shares. It wasn’t until the pandemic that the shift began, something he recalls as unexpected. “Local governments, community leaders, and even residents started reaching out to us. They wanted Grab to operate in their cities to improve access to transport, food, and deliveries.”
That moment became a turning point, both for operations and for how Grab viewed its role in regional development. “The real demand wasn’t just coming from Metro Manila,” he says. “It was coming from cities and provinces that had long been left out of digital transformation.” From Zamboanga to Balanga, every rollout became an exercise in cultural and logistical localization.
“Every city has its own needs, habits, and culture. We take the time to understand that before launching any service,” Roda explains. That’s why Grab looks and feels different in every city — whether it’s GrabTrike in areas where tricycles are the main mode of transport, or Dine Out Deals in Boracay, tailored for local tourism. “The approach is always grounded on what works for the community,” he adds. “It’s not about copy-pasting a solution. It’s about earning our place in each city by being useful and respectful of how people live.”
Today, Grab sees itself as essential to the digital infrastructure of many regional cities. The focus, Roda notes, is to grow the business while “making transport and livelihood more accessible across the country.”
Another turning point came when Grab recognized it wasn’t only providing rides. “The biggest driver has been the ability to move anything in real time.” That simple on-demand model laid the groundwork for a connected ecosystem for ride-hailing, deliveries, and digital payments. What started with transport expanded to small business enablement and digital commerce.
“As demand grew, we brought in more drivers, onboarded more merchants, and connected more communities,” Roda says. “Every new service made the platform stronger.” For Roda, the true innovation lies not in the tech itself but in how it’s applied to support livelihoods and create everyday convenience at scale.
At Grab, decisions are made with the understanding that real people are on the receiving end: drivers, riders, MSMEs, and everyday Filipinos who rely on the platform to make a living. “Every decision we make impacts real people,” Roda says. “That’s something we never take lightly.”
That sense of accountability shapes their business direction. “We hold ourselves accountable by asking the right questions before moving forward. Are we doing right by our drivers? Are we supporting our merchants? Are we protecting the rider experience?” It’s a balance, he adds, between innovation and fairness, between growth and responsibility. “We lead with that awareness every day.”
Driving Toward a Greener Future
That same sense of responsibility extends beyond the people on the platform. Grab’s roadmap now includes strong commitments to sustainability, especially as the need for greener transport solutions becomes more urgent. “We’ve already started the shift by introducing EV taxis to our fleet,” says Roda. “This will expand to GrabCar and other TNVS categories over time. We’re working closely with partners like BYD and EV Taxi Corp to scale electric mobility in a way that’s practical and sustainable.”
On the traffic front, policy shifts such as the new EDSA coding scheme are prompting the company to rethink efficiency in real-time. One of Grab’s newest responses is the rollout of Group Rides, a shared vehicle option designed to move more people using fewer cars. “It’s a simple concept with big potential,” Roda explains. “The more people we can move using fewer cars, the better the outcome for the city.”
For Grab, sustainability is an active part of the present. “We see green tech and smart transport not as future goals but as necessary steps we’re acting on now.”
Lessons for the Road
Even in a forward-facing role, hindsight matters. One decision Roda often revisits is the launch of GrabMart Now in 2021, a grocery delivery service built for ultra-fast fulfillment. “The tech was ready, the ambition was there, but the market wasn’t,” he admits. In retrospect, the rollout needed more calibration. “Not every market moves at the same pace, and even great ideas need the right conditions to thrive.”
That lesson of timing, patience, and local readiness has shaped how Roda approaches innovation. Progress, he notes, is about aligning with policies, institutions, and communities. “Even when the intent is clear and the benefits are proven, adoption can take time,” he explains. “We’ve learned to be patient and collaborative. Regulation is important, and we respect the role it plays in shaping safe and fair systems.”
The gap between innovation and policy is real, but Roda sees it as part of the process. “The challenge is to keep building while staying engaged, transparent, and respectful,” he says. What keeps the team grounded is a simple principle: knowing who they’re building for. “At the end of the day, it’s not about speed. It’s about getting it right for the drivers, riders, and communities who rely on us every day.”
Despite the challenges, Roda remains optimistic about what lies ahead. “The bigger we grow, the more impact we can create,” he shares. “What keeps me going is the belief that tech can be used for something deeply practical and deeply human.” Whether it’s scaling services or forging new partnerships, the mission is clear: to give people better access, more choices, and a fairer shot at success.
Photography JAN MAYO
Art Direction MACKY ARQUILLA
Makeup RU QUIJANO
Shoot Coordination PONCE MERCADO
