Built for What’s Next: Event Recap from JuanUp 2026

A look back at how SMEs, CPAs, and industry changemakers gathered at JuanUp 2026 to explore AI, digital transformation, and the future of unified accounting and tax.

Juan by JuanTax, an accounting and tax platform from the Philippines, returns with JuanUp 2026: Built for What’s Next—Accounting and Tax, Unified. 

Following the success of JuanUp 2025: Level Up Your Accounting and Tax Experience, this technology and accounting convention continues to provide an experience for SME owners and accountants to learn more about digital transformation in the Philippines and how they can use Artificial Intelligence (AI) to prepare themselves for what comes next.

The event was held last August 28, 2026 (Friday), at Whitespace Manila, starting at 1 PM with attendee registration and ending with the 10 PM after-party. JuanUp 2026 became a gathering of accountants, bookkeepers, SME owners, finance professionals, technology providers, and industry leaders. 

Despite the unpredictability of the weather and the heavy downpour during the day, the venue was still jam-packed with attendees all eager to listen to industry changers and thought leaders, while also taking the opportunity to network and mingle with the event sponsors and participants. 

The program itself went off without a hitch. Many attendees flocked to the main stage to listen to the invited speakers, whilst others went around the booths and completed challenges found in their JuanUp app. From claiming their coffee at the Juan Coffee station to redeeming their points and getting merchandise from the rewards booth, it was definitely an interesting interactive experience. 

Unifying Tax and Tech: Opening Keynotes

The event was blessed to have the president of the Italian Chamber of Commerce in the Philippines, Sergio Boero, share some nuggets of wisdom at the start of the program. He ended his opening keynote with an aspiration that the future is not simply about more taxation but rather about better taxation. 

Meanwhile, the Department of Trade and Industry (DTI), represented by Mr. Karl Pacolor, emphasized the importance of emerging technological innovations and how they can help local SMEs scale while also highlighting the significance of partnerships and infrastructure amidst the transforming digital terrain. “We would not lose the human touch but rather free the human mind,” Mr. Pacolor stressed. 

The Launch of Juan Accounting V.03 

CEO and Founder of Juan by JuanTax, Marvin Galang, also graced the main stage to shed light on Juan Accounting V.03, a live walkthrough of the software’s newest features. This version of Juan is designed to bring BIR filings and accounting books into a more streamlined and integrated workflow. Furthermore, it aims to support businesses as they prepare for e-invoicing requirements under Revenue Regulations No. 26-2025. 

The event also featured two panels, with the first highlighting real stories from small and medium enterprises and the second centering on the intersection between accounting and AI, dubbing right now as the best time to be a certified public accountant (CPA). 

‍Panel 1 Highlights: SME Stories on Innovation and Resilience

The first panel, Built or Left Behind: Real Stories from SMEs on the Edge of Change, consisted of a variety of industry leaders who have inspired innovation in their own way. 

One of the mindset coaches present on the panel, Jong Merida, shared that “the difference between those who succeed and those who do not is not skill—it’s belief.” He believes that those who believe in themselves and in their business or product already know from the start that they will succeed. 

For the CEO of EmergePH, Eli Harrell, he believes that we should be constantly disrupting our own business, as external forces might take on that chance if we fail to do so. 

Meanwhile, MK Bertulfo, the founder of FH Moms, shared that if there is one constant variable in doing business, it is change. Thus, she advised that we must act fast. 

As a call to action to business owners and changemakers in attendance, the CEO and Founder of Thin Corp., Inc., Atty. Dexter Feliciano encouraged them to have the courage to try new things and to have the courage to change the status quo. 

Panel 2 Highlights: AI, Tech Integration, and the Modern CPA

The Best Time to be a CPA in the Philippines is Right Now — Here’s Why AI Changes Everything is the second panel of the event. It was a long conversation between CPAs who have dabbled in the AI scene and how, ultimately, it has changed the game for them—from navigation to workflows. 

In the context of AI during this panel, Jerry Ilao of the Philippine AI Business Association (PAIBA) said that “AI does not fire people—obsolete skills do.” He emphasized that using AI in this industry invites accountants and finance professionals to utilize the existing technology and expand their skill set. 

Hailing all the way from Singapore, Eldred Wee, a former investment banker turned entrepreneur, painted the reality of experiencing AI in the industry. He noted how scary the uncertainty is but uplifted audiences by saying that “if we are truly being human, we were made to connect.” 

Atty. Mark Gorriceta is also one of the speakers on this panel. While noted as a tech lawyer in the Philippines, he is also a leading tax practitioner. He cautioned audiences by stating that everything comes at a cost. He advised that we must be careful with “the free” and that if one does not pay for anything, it can be inferred that one is indeed the product itself. 

‍Trust in the Age of Automation: Reflections from Heidi Mendoza

To close the program, former Commissioner of Audit, Heidi Mendoza, took to the stage and shared her valuable insights. During her closing keynote address, she stated that “AI has changed our profession. Digitization has changed processing.” However, everything can still hinge on trust. 

‍Powered by Innovation: Recognizing Our JuanUp 2026 Partners

JuanUp 2026 was fortunate enough to build a community of partners through the event sponsors. 

PLDT Enterprise was the event’s official connectivity partner, providing a strong internet connection for all attendees throughout the day. Despite the JuanUp Passport App being functional offline, PLDT’s wifi helped both attendees and sponsors easily connect and sync their leads in the app. 

Maya Business, Globe Business, and Timora were this year’s Gold Partners, all of which had the opportunity to showcase their products and services at the Main Stage. Meanwhile, the following companies committed to being JuanUp 2026’s Silver Partners: Finmo, Paymongo, Sprout Solutions, Hier Payroll, Acumatica, IBS POS+, Smile API, and LEAi. 

The accounting and tax profession is changing, and so should we. Everyone needs practical tools, knowledge, and community support to catch up with the unprecedented pace that AI has set for all of us. The volume of supporters and attendees at the event truly showed how everyone is ready to transform and be built for what is next. As we embark on this new era of digital change and growth, we are reminded that amidst this techno-metamorphosis, we are bound by our humanity and our innate ability to connect and flourish together. 

Not only did this year’s event showcase the unification of both accounting and tax, but it also exemplified our willingness to unite and come together as one. JuanUp2026 was not just a simple gathering of professionals, but rather it was a celebration of our collective work in breaking barriers, sharing, and exchanging what we know with those who are willing to take part in the grand scheme of innovation. 

‍The Journey Continues: What’s Next for the Juan Community

Missed out on the product demonstrations? You can still connect and listen to the event sponsors. Juan by JuanTax is organizing the Online Tech Summit with PICPA Central Luzon and ACPACI. The online conference will be held on October 02 and October 03 via Zoom Webinar. Register here and secure your slot today.