“We understand the hopes and challenges of young Filipinos in securing their financial future. This generation is purposefully planning for tomorrow while balancing the needs of today. We are committed to supporting their aspirations by providing solutions that are simple, accessible, and relevant to their lives. They can always Count on PRU in helping them protect their possibilities and nurture every promise for themselves and their families.” ~Kathryn Cajucom, Head of Brand & Integrated Marketing Communications at Pru Life UK
Young Filipinos between the ages of 20 and 35 still place a lot of trust in human financial advisors when choosing health and life insurance, despite the growing use of digital financial instruments. The Philippines is the most human advice-oriented of the seven Asian countries assessed, according a recent study on the financial thinking of young adults in Asia by Prudential plc, a significant insurer in Asia and Africa and the parent company of Pru Life UK. When it comes to getting insurance advice, young adults there much prefer advisors to digital technologies.
This decision contrasts with a widespread feeling of uncertainty, as 73% of young Filipinos believe they live in an era of unpredictability, the highest number in the region. Rising living costs, family health, and worries about financial security and support in old age are their top concerns. In this situation, stability and self-assurance are crucial, particularly when decisions are being taken that protect one's loved ones, wealth, and health.
Despite ongoing uncertainties, young Filipinos are more optimistic about their financial future than their peers in the region: 81% of them expect their own financial situation to improve over the next five to ten years. Although 38% of respondents perceive greater risks due to the current uncertainty, a somewhat higher percentage of 44% believe there will be more opportunities in the future.
When considering purchasing life or health insurance, 76% of young Filipinos prefer to speak with an insurance agent or specialist, in contrast to 24% of other Asian markets that choose digital tools like comparison platforms and AI-based tools. For help locating relevant products (68 percent), explaining coverage details (80%), navigating the claims process (71%), and administering their plans (65%), most respondents chose consultants. Throughout the insurance process, this preference for personal supervision remains constant.
Despite their comfort level with technology and their active use of online resources for research and everyday money management, young Filipinos consult consultants before making significant life decisions. Rather than being simple transactions, decisions on health and life insurance are viewed as times that require clarity, assurance, and trust. This is supported by frequent, face-to-face encounters with financial advisors—80% of young Filipinos have met or spoken with one in the last five years.
This notable match between adviser-led engagement and consumer desire highlights the role played by Pru Life UK's roughly 38,000 licensed insurance agents nationwide. Its large and technologically sophisticated agency force is prepared to assist young Filipinos in their hour of need by providing tailored advice, succinct explanations, and trustworthy human guidance for decisions pertaining to life and health protection, even as digital tools continue to increase access, speed, and convenience.
5,348 young adults from Hong Kong, Indonesia, Malaysia, the Philippines, Singapore, Taiwan, and Thailand took part in the Financial Mindset of Young Adults in Asia online quantitative study in July and August of 2025.
For deeper insights into the evolving priorities, concerns and preferences of Asia’s young adults, access the full report
here.
About Pru Life UK
Pru Life UK is the leading life insurer in the Philippines demonstrating its commitment to protect Filipinos’ financial future and well-being for every life, for every future.
Established in 1996, Pru Life UK operates in over 200 branches and general agency offices in the Philippines, and holds the largest life insurance agency force of close to 38,000 licensed agents.
Pru Life UK offers a wide range of tailored solutions that address the unique and evolving needs across demographics and life stages. These include life protection, health, accident and disability, and investment-linked insurance.
Currently, Pru Life UK serves over 930,000 individual policyholders and more than 85,000 insured group members, and ranks first in New Business Annual Premium Equivalent* as of Q3 2025, according to the Insurance Commission.
Pru Life UK is a subsidiary of Prudential plc, with a legacy of more than 175 years of safeguarding the future of millions of families for this generation and generations to come.
Pru Life UK is headquartered in 9/F Uptown Place Tower 1,1 East 11th Drive, Uptown Bonifacio, Taguig City 1634, Metro Manila, Philippines. Its main customer center is located in G/F Cluster 2, Uptown Parade, Megaworld Blvd. corner 36th street Uptown Bonifacio, Taguig City 1634, Metro Manila, Philippines. Its customer center contact details are: +63 (2) 88875433 (within Metro Manila) and 1-800-107785465 (for domestic toll-free via PLDT landline), email: contact.us@prulifeuk.com.ph.
The PRU customer center processes customer concerns based on applicable timelines provided by the law. Visit www.prulifeuk.com.ph/en/contact-us/ for the list of its branches and more information.
Pru Life UK is legally permitted to provide financial products or services in the Philippines as regulated by the Insurance Commission.
The Insurance Commission’s head office is located in 1071 United Nations Avenue Ermita, Manila, Philippines. Their Cebu District office is located at Unit 17, Ground and Second Floors, The Gallery, Pope John Paul II Avenue, Barangay Kasambagan, Cebu City, while their Davao District office is in Door 2 & 3, 3rd Floor of YAP Building Quimpo Boulevard, Ecoland, Davao City. Visit www.insurance.gov.ph/contact-us/ for more information.
Notes:
*New Business Annual Premium Equivalent (NBAPE) – premium for a new policy paid in a year
Please use "Pru Life UK" when referring to the company.
About Prudential plc
Prudential provides life and health insurance and asset management in Greater China, ASEAN, India and Africa. Prudential’s mission is to be the most trusted partner and protector for this generation and generations to come, by providing simple and accessible financial and health solutions. The business has dual primary listings on the Stock Exchange of Hong Kong (HKEX: 2378) and the London Stock Exchange (LSE: PRU). It also has a secondary listing on the Singapore Stock Exchange (SGX: K6S) and a listing on the New York Stock Exchange (NYSE: PUK) in the form of American Depositary Receipts. It is a constituent of the Hang Seng Composite Index and is also included for trading in the Shenzhen-Hong Kong Stock Connect programme and the Shanghai-Hong Kong Stock Connect programme.
Prudential is not affiliated in any manner with Prudential Financial, Inc. a company whose principal place of business is in the United States of America, nor with The Prudential Assurance Company Limited, a subsidiary of M&G plc, a company incorporated in the United Kingdom.
About the report
Financial Mindset of Young Adults in Asia is a Prudential commissioned report, delving into the insurance and investment experiences, preferences and attitudes of 5,348 people aged 20-35 in seven Asian markets through online quantitative survey. The survey was conducted in July-August 2025.
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