Vic Vic Bautista

Pru Life UK Assistant Manager for Community Investments and Sustainability Partnerships
Hannah Aman accepted the awards during a banquet dinner in Seoul, South Korea

Pru Life UK received Gold and Silver honors at the 2025 Asia-Pacific Stevie® Awards for its exceptional thought leadership and pioneering corporate social responsibility (CSR) programs that support underserved Filipino communities and advance financial education among the youth.

The Asia-Pacific Stevie® Awards celebrate innovation in business across 29 countries, recognizing both organizations and individuals for their excellence in areas such as thought leadership, business growth, and CSR.

Pru Life UK received the Gold Stevie® for Thought Leadership Campaign of the Year for its Takaful Journey–a holistic approach to Islamic Finance through stakeholder and community engagement, capacity building workshops, and educational efforts. The initiative made Pru Life UK the first insurer in the Philippines to receive a Takaful license and is set to launch a Shari’ah-compliant product to cater to the financial needs of over seven million Muslim Filipinos.

The company also earned the Silver Stevie® for Innovative Achievement in Corporate Social Responsibility for its Cha-Ching’s Million-Step Journey: Transforming Filipino Lives Through Financial Education. Developed by Prudence Foundation in partnership with Pru Life UK and JA Philippines, the programme has reached over one million Filipino children last year through a collaboration with the Department of Education, tackling financial illiteracy at the grassroots level by educating students on the fundamental financial concepts of Cha-Ching: earning, saving, spending, and donating.

“We are honoured to receive these recognitions that affirm the impact of our efforts in empowering underserved Filipino communities,” said Paul Mandal, Chief Legal and Sustainability Officer at Pru Life UK. “We remain committed to helping Filipinos from all walks of life secure a better future.”

The company earned two Silver and three Bronze honors at the  2024 Asia-Pacific Stevie® Awards for its initiatives that support Filipino families. It remains committed to its mission of being the most trusted ally and guardian for today’s Filipinos and future generations.

Philippines First Insurance Group (PFI Group) officers welcome their new brand advocate at the PFI Group Makati headquarters. (Standing from left) PhilPlans SVP Chief Sales and Marketing Officer Ronald Bautista, PhilFirst AVP Head of Marketing Luis Cebrero Jr., PhilLife SVP and Chief Operating Officer Michelle Ambagan, PhilCare EVP Operations Raymond Tiangco, (Seated from left) PFI Group Brand Advocate Dianne Medina and PFI Group President and CEO Jaeger L. Tanco.

A recent market research initiative, titled “PhilLife Meter: Feeling the Insurance Pulse of Pinoy Gen Y and Z,” found that 78% of young Filipinos place family protection at the top of their priorities, while 77% consider emergency preparedness the most crucial benefit when selecting insurance plans.

Commissioned by the Philippines First Insurance Group (PFI Group) for PhilLife, the study highlights the shifting values of Filipino youth around protection and future planning. It underscores a new generation that is intentional, family-oriented, and proactive—eager to embrace solutions that genuinely resonate with their needs and lifestyles.

This study resonates with me because it shows how young Filipinos, are becoming more mindful of what truly matters—family, health, and security. It’s encouraging to see companies like PFI Group listening and responding with solutions that reflect our values. In a world that’s constantly changing, it’s empowering to know we’re not alone in wanting to build smarter, bolder, and fuller lives.

“Contrary to a qualitative study released a few years back, young Filipinos now prioritize their health and families over investment growth,” PhilLife market study lead researcher Dr. Fernando Paragas said.

“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.”

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.

“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.”

A century of service

Founded in 1906, PhilFirst was the first insurance company in the country and the first to offer domestic non-life insurance plans for unexpected events like natural disasters and personal accidents. This paved the way for the creation of PFI Group’s other leading brands, broadening its ecosystem of protection and security.

PhilLife secures families and dreams with life protection and savings plans. PhilCare makes healthcare more accessible, proactive, and responsive. PhilPlans celebrates life’s milestones with its various plan offerings.

These companies have evolved with the times—like adopting digital technologies, offering prepaid options, and enhancing customer experience—to ensure they meet the evolving needs of a digitally fluent and value-conscious Filipino market.

“Findings from the PhilLife study are more than just numbers, they are a call to action for businesses,” PhilCare and PhilLife Chairman of the Board Monico Jacob said.

“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.”

Championing the next generation

With the rise of digital lifestyle and flexible work arrangement, PFI Group’s campaign also comes with a clear direction: serve the modern Filipino, particularly the Gen Zs and millennials who now represent a large part of the workforce.

“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,” Tanco said.

“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.”

PhilLife and PhilCare Chairman of the Board Atty. Monico “Nick” Jacob (left) and Philippines First Insurance Group (PFI Group) President and CEO Jaeger L. Tanco (right) welcome new PFI Group Brand Advocate Dianne Medina (center) during the partnership signing at the PFI Group Makati headquarters

The campaign follows Tanco’s recent success at the esteemed 2025 Asia-Pacific Stevie Awards, where he earned a Silver Stevie® for Most Innovative Leader of the Year for his work with PhilCare and a Gold Stevie® for Most Innovative Creative Person of the Year for his achievements at Comm&Sense.

Recognized as the region’s top honors for business innovation, the awards highlight Tanco’s forward-thinking approach—further reinforced by the PFI Group’s Smarter. Bolder. Fuller. campaign.

Actress and TV personality Dianne Medina has joined as a brand advocate for Smarter. Bolder. Fuller. to help convey PFI Group’s unified message of empowering Filipinos to live smarter, bolder, and more fulfilling lives.

The early 2028 Pre-Election Presidential Preferential Survey by Tangere shows that Vice President Sara Duterte and former Vice President Leni Robredo are the leading presidential contenders. VP Sara Duterte leads with 29% voter support, largely from the Davao and Northern Mindanao regions. She is followed by former VP Leni Robredo, who has 21% support, mainly from Metro Manila and the Bicol Region.

Senator Bong Go, the front-runner in the 2025 Senatorial Elections, ranks third with 15% voter support. Senator Raffy Tulfo, once the top pick for the 2028 presidency, has dropped to fourth place with 11%, supported mostly by voters in Southern Luzon. Speaker Martin Romualdez takes fifth place with 6% voter support, primarily from Eastern Visayas and Northern Luzon—a significant rise from the previous survey. Other potential candidates received just 1% support, while 11% of respondents remain undecided.

Sara Duterte is not the second choice among people who favors Bong Go

When asked the question on their second choice for President, Senator Bong Go is the second choice of 6 to 7 out of 10 voters that favor VP Sara Duterte as President. However, those who favor Sen. Bong Go as president had VP Leni Robredo as their second choice (45%), followed by Vice President Sara Duterte (30%). Senator Bong Go is also the second choice for President for those who favor VP Leni Robredo (52%).

Sen. Go and Sen. Bam Aquino as the early front runners for Vice President

Senator Bong Go emerged as the early favorite for Vice President after getting a 36% voter preference driven by respondents from Visayas and Mindanao. He is followed distantly by incoming Senator, Bam Aquino with a 26% voter preference driven by Metro Manila and the Bicol Region. Senator Raffy Tulfo ranked third with 11%, No other possible candidates reached double digits in voter preference.

The combination of VP Sara Duterte and Senator Bong Go as President and Vice President, respectively, is the top tandem of choice from the survey. They are followed closely by the combination of Former Vice President Leni Robredo and Sen. Bam Aquino.

The non-commissioned survey, conducted May 20-21, 2025, was administered via a mobile-based respondent application with a sample size of 1,800 participants (+/- 2.48% Margin of Error at a 95% Confidence Level) using a Stratified Random Sampling method (Quota Based Sampling). The proportion was spread throughout the Philippines with 12 percent from NCR, 23 percent from Northern Luzon, 22 percent from Southern Luzon, 20 percent from Visayas, and 23 percent from Mindanao.

Tangere is a recognized, award-winning tech-driven market research firm dedicated to capturing the sentiments of Filipinos. It is a proud member of the Marketing and Opinion Research Society of the Philippines (MORES), the European Society for Opinion and Market Research (ESOMAR), and the Philippine Association of National Advertisers (PANA).

For the topline report and analytics of this independent study, you may contact Tangere via email at [email protected].