Youth study prompts top brands to collab on new marketing campaign

According to a recent market survey titled "PhilLife Meter: Feeling the Insurance Pulse of Pinoy Gen Y and Z," 78% of young Filipinos prioritize family security, with 77% ranking emergency preparedness as the most significant benefit when selecting insurance coverage.

The Philippines First Insurance Group (PFI Group) conducted the study for PhilLife, which highlights the changing priorities of young Filipinos in terms of safety and planning.  It also presents a clear picture of a new generation that is intentional, family-oriented, and eager to take ownership of their future when solutions meet them exactly where they are.

"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

In response to the study's findings, the PFI Group has developed an umbrella project including its four brands: PhilLife, PhilCare, PhilPlans, and PhilFirst.  It's called Smarter.  Bolder.  Fuller, the project marks the first time these industry-leading brands have collaborated on a campaign focused 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

PhilFirst, founded in 1906, was the country's first insurance business and the first to provide domestic non-life insurance coverage for unexpected catastrophes such as natural disasters and personal injuries.  This set the path for the development of PFI Group's other major brands, which expanded the company's protection and security ecosystem.

PhilLife protects families and goals through life insurance and savings products.  PhilCare improves healthcare accessibility, proactiveness, and responsiveness.  PhilPlans celebrates life's milestones through its many plan options. 

These businesses have moved with the times, adopting digital technologies, offering prepaid choices, and improving customer experience to meet the changing needs of a technologically proficient and value-conscious Filipino market.

"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

With the advent of digital lifestyles and flexible work arrangements, PFI Group's campaign has a clear focus: service the modern Filipino, particularly Gen Zs and millennials, who now make up a sizable portion of the workforce. 

The campaign follows Tanco's recent double triumph at the renowned Asia-Pacific Stevie Awards 2025.  He received a Silver Stevie Award for Most Innovative Leader of the Year at PhilCare and a Gold Stevie Award for Most Innovative Creative Person of the Year for his work at Comm&Sense.

The organization is widely recognized as the region's leading prizes for commercial innovation.  The PFI Group's Smarter.  Bolder.  Fuller.  Tanco's imaginative leadership is demonstrated once again through the campaign.

Dianne Medina, an actress and television personality, has joined Smarter as a brand advocate.  Bolder.  Fuller, to assist bring to life PFI Group's united theme of encouraging Filipinos to live wiser, braver, and more fulfilled lives.