"Contrary to a qualitative study released a few years back, young Filipinos now prioritize their health and families over investment growth. The changed priorities perhaps resulted from the effects of the pandemic. It's no longer just about growing your money, but growing your peace of mind." ~Dr. Fernando Paragas, PhilLife Market Study Lead Researcher
A recent market survey called "PhilLife Meter: Feeling the Insurance Pulse of Pinoy Gen Y and Z" found that 78% of young Filipinos place a high value on protecting their families, and 77% say that emergency preparedness is the most significant advantage when selecting insurance coverage.
The study, which was carried out for PhilLife by the Philippines First Insurance Group (PFI Group), reflects the changing planning and protection objectives of young Filipinos. Additionally, it clearly depicts a few new generation that is purposeful, prioritizes their families, and is prepared to take control of their future when the solutions are tailored to their specific needs.
In response to the study's findings, the PFI Group has launched an umbrella initiative for its four brands -PhilLife, PhilCare, PhilPlans, and PhilFirst. Called Smarter. Bolder. Fuller., the project marks the first time these industry-leading brands are coming together for a campaign aimed at young Filipinos.
"As the PhilLife Meter study has revealed, young Filipinos are making serious life decisions earlier-whether it's securing their family, investing in health, or planning for the future. We want to be their partner that understands them, protects them, and grows with them. The Smarter. Bolder. Fuller. drive aims to meet today's millennial Filipinos where they are in life and provide them with the tools to enable their needs, dreams, and aspirations for themselves and their families. It's more than just a campaign-it's a mindset. A declaration of who we are and who we want to be for every Filipino. Through simplified insurance products, tech-enabled customer service, and value-driven financial planning, we are set to make protection more personal, more relevant, and more feasible for the young generation. Whether it's an entrepreneur thinking of getting a healthcare plan, a millennial parent investing in their child's future, or a creative freelancer wanting to protect his online assets, we want to be there for them every step of the way." ~Jaeger L. Tanco, PFI Group President and CEO
A Century of Service
Established in 1906, PhilFirst was the nation's first insurance provider and the first to provide domestic non-life insurance policies for unforeseen circumstances such as personal injuries and natural disasters. This expanded the PFI Group's ecosystem of security and protection and opened the door for the development of its other well-known brands.
PhilLife offers savings products and life insurance to protect families and dreams. PhilCare improves the responsiveness, proactiveness, and accessibility of healthcare. With its range of plan options, PhilPlans honors life's significant events.
In order to satisfy the changing demands of a Filipino market that is both value-conscious and digitally literate, these businesses have changed with the times by using digital technology, providing prepaid choices, and improving customer experience.
"Findings from the PhilLife study are more than just numbers, they are a call to action for businesses. Young Filipinos are telling us what they value: protection, preparedness, and purpose. Companies that listen to them won't just earn their trust, they'll earn their loyalty. At PFI Group, this is exactly the kind of insight that drives innovation." ~Monico Jacob, PhilCare and PhilLife Chairman of the Board
Championing the Next Generation
Given the growing popularity of digital lifestyles and flexible work schedules, PFI Group's campaign has a clear goal: to cater to modern Filipinos, especially Gen Z and millennials, who now make up a sizable portion of the workforce.
Tanco's recent two wins at the esteemed Asia-Pacific Stevie Awards 2025 precede the campaign. His leadership at PhilCare earned him a Silver StevieⓇ Award for Most Innovative Leader of the Year, while his achievements at Comm&Sense earned him the Gold StevieⓇ Award for Most Innovative Creative Person of the Year.
Many people consider the organization that bestows the awards to be the leading honor for commercial innovation in the area. The PFI Group is more intelligent. More audacious. more complete. campaign serves as more evidence of Tanco's inspiring leadership.
Dianne Medina, an actress and television personality, has joined Smarter as a brand ambassador. More audacious. Fuller, to support the realization of PFI Group's overarching goal of enabling Filipinos to lead more intelligent, daring, and fulfilling lives.
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