8990 Holdings Inc. is one of the largest mass housing developers in the Philippines, with a legacy that began in 1991 in Cagayan de Oro. Over the years, the company has expanded into high-growth areas such as Davao, Cavite, and General Santos. Through its brands DECA Homes and Urban DECA Homes, the company has earned numerous accolades, including Q Asia Magazine’s Best Housing Developer award for 2012-2013. With a total of 35,000 completed and ongoing housing units, 8990 Holdings continues to transform communities across the country.
Visionary Leadership of Januario Jesus Gregorio B. Atencio III
At the helm of 8990 Holdings is CEO Januario Jesus Gregorio B. Atencio III, who considers himself not just a homebuilder but a visionary committed to uplifting society. He believes that mass housing is not merely about constructing homes but about changing lives and adding value to communities. Under his leadership, 8990 Holdings has maintained a strong workforce of 330 employees who share his mission-driven approach to housing development.
Competitive Strengths and Milestones
Despite tough competition in Metro Manila and surrounding provinces, 8990 Holdings has differentiated itself through innovative strategies. The company leverages manufacturing technology for rapid construction, offers accessible in-house financing, and integrates first-class amenities such as wakeboarding facilities and clubhouses into its affordable housing projects. These efforts have resulted in significant business milestones, including surpassing PHP 1 billion in sales in 2007 and being recognized as the leading mass housing developer in the Philippines in 2013 and 2016. In 2013, the company also went public, with Khazanah Nasional Berhad, a sovereign wealth fund, as its cornerstone shareholder.
Innovation in Home Financing
In 2011, major changes in government home lending policies posed a significant challenge. In response, 8990 Holdings introduced its own in-house financing program, providing homebuyers with an alternative funding option. This strategic decision not only helped the company retain its market share but also reinforced its innovative approach and willingness to take bold risks. Atencio believes that fearlessness and adaptability are key to continuous growth and success.
Leadership Philosophy and Inspirations
A Psychology graduate from Ateneo de Manila University, Atencio emphasizes the importance of combining education with hands-on experience for effective leadership. He credits his father, a judge, for instilling in him the value of integrity over wealth and his mother, a doctor, for inspiring him to use his work to benefit society. He also draws inspiration from Henry Ford’s vision of creating high-quality yet affordable automobiles—an approach he has mirrored in making quality housing accessible to working-class Filipinos.
A Lasting Impact on Communities
Atencio’s leadership has positioned 8990 Holdings as a pioneer in affordable housing, empowering young, middle- and lower-income Filipinos to achieve homeownership. His commitment to innovation, integrity, and social responsibility continues to drive the company’s success, ensuring that its developments go beyond housing to create thriving communities.
