For many women, entrepreneurship is not just about pursuing financial freedom—it is a means of survival. It is about creating a way to provide for family, overcome hardship, and rebuild stability in times of crisis. For Jerusalem “Sally” Agapito, starting a business was not a dream she had the luxury to plan for. It was something she was forced into, a way to support her family when illness threatened everything she had worked for.
As a mother of two, Sally was already working hard to provide for her children’s future. But when a breast cancer diagnosis, followed by her husband’s serious illness, left their family with rising medical expenses and no steady income, she had to find a way forward—alone.
Through Maybank R.I.S.E., an initiative by Maybank Foundation, Sally transformed her struggles into strength, learning how to manage her finances, expand her business, and build a sustainable livelihood.
Her journey is a testament to resilience, determination, and the power of financial knowledge—proving that with the right support, financial independence is possible even in the face of overwhelming challenges.
When Illness and Financial Hardship Collide
For years, Sally lived a simple but content life with her family. She worked tirelessly to ensure that her children had food on the table and access to education. But in 2021, her world changed when she was diagnosed with Stage 2 breast cancer.
The news was devastating. The physical and emotional toll of treatment was only part of the struggle. More pressing was the financial burden—cancer treatment was costly, and without a steady income, she quickly exhausted her savings. As her health declined, she could no longer work, leaving her family without a reliable source of income.
Just as she was beginning to recover, another tragedy struck. In 2024, her husband was diagnosed with a serious condition that required chemotherapy. With both of them battling illnesses that required expensive medical care, their financial situation became even more dire.
The challenges she faced included:
- Skyrocketing medical expenses – The cost of treatment for both herself and her husband left the family in deep financial distress.
- Loss of income – With neither parent able to work full-time, it became difficult to afford even basic necessities.
- Uncertainty about her children’s future – With school fees and daily expenses piling up, she worried about how to keep her children in school.
Determined to keep going, Sally started a small street food stall and opened a sari-sari store. However, without proper business knowledge, she struggled to generate consistent revenue, and managing both businesses alongside her health concerns became overwhelming.
A Turning Point: Finding the Right Support with Maybank R.I.S.E.
Sally first heard about Maybank R.I.S.E. through her community. At first, she was hesitant to join—she was already juggling two businesses while managing her medical treatment. But as her financial struggles worsened, she knew she needed help.
The program provided structured training in financial literacy, business expansion strategies, and marketing skills that helped her rethink how she ran her business.
How Maybank R.I.S.E. Helped Sally Transform Her Business:
Expanding and Innovating Her Business Model
Before joining the program, Sally’s businesses were struggling due to limited customer reach and a lack of differentiation. Through the Blue Ocean Strategy module, she learned how to set her business apart from competitors by offering unique services.
She expanded her sari-sari store and introduced:
- Customised printing and heat-press design services for tote bags, t-shirts, and other items
- Seasonal food products, such as halo-halo and ice cream, to increase sales during peak seasons
- A do-it-yourself personalization service, allowing customers to create their own designs
By diversifying her business offerings, she was able to increase her income and cater to a wider customer base.
Mastering Financial Management for Long-Term Stability
One of Sally’s biggest struggles before joining R.I.S.E. was managing her finances effectively. Despite making daily sales, she often found herself short on funds. The Finance Module taught her how to:
- Track income and expenses to prevent financial mismanagement
- Allocate funds wisely, ensuring she could reinvest in her business
- Save for medical expenses, education costs, and emergencies
With proper budgeting, she no longer had to choose between her children’s school fees and daily expenses.
Using Digital Marketing to Reach More Customers
Before R.I.S.E., Sally’s business relied solely on walk-in customers. She learned how to leverage social media—especially Facebook and WhatsApp—to promote her products, expand her customer base, and secure repeat buyers.
With a better understanding of customer engagement, she strengthened relationships with her buyers, gaining their trust and loyalty.
From Struggle to Stability: The Impact of Financial Empowerment
With hard work and determination, Sally’s business grew into a sustainable source of income.
Her achievements after Maybank R.I.S.E.:
- Stable income – She now earns enough to cover daily expenses, medical bills, and school fees.
- Confidence in financial planning – She separates her business and personal finances, ensuring long-term stability.
- Improved access to healthcare – She can now afford her maintenance medicines and contribute to her husband’s treatment costs.
- A business that continues to grow – She regularly introduces new products and services to keep her business competitive.
Beyond Business: Women Entrepreneurs Leading Change
Sally’s story is not just about business success—it is about the power of women’s economic empowerment. When women entrepreneurs are equipped with financial knowledge and business skills, they create lasting change in their families and communities.
Investing in women-led businesses leads to:
- Better financial security for families
- Increased economic participation in local communities
- A cycle of empowerment, where successful women uplift others
Sally’s journey proves that, even in the face of adversity, women entrepreneurs can thrive with the right support.
Be Part of the Change
Sally’s story demonstrates the impact of inclusive entrepreneurship, but there are many more individuals who need access to the right tools and knowledge to transform their businesses.
At People Systems Consultancy (PSC), we are proud to work with Maybank Foundation to deliver Maybank R.I.S.E., an initiative designed to empower persons with disabilities and marginalized entrepreneurs.
Programs like these are not just about financial success—they create sustainable change, helping families gain economic independence and uplifting communities.
If your organisation is looking to build high-impact social programs that drive measurable outcomes in financial literacy, entrepreneurship, and community development, we can help.
Let’s work together to create sustainable, inclusive opportunities for all.
Learn more about how PSC partners with corporations to develop impactful programs here or;
Visit the Maybank Foundation website to explore the success of Maybank R.I.S.E here.