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.
