Even as digital financial tools gain popularity, young Filipino adults aged 20 to 35 continue to prefer human financial counselors when making life and health insurance decisions. According to a recent study on the Financial Mindset of Young Adults in Asia conducted by Prudential plc, a leading Asia and Africa insurer and Pru Life UK's parent company, the Philippines is the most human advice-oriented of the seven Asian markets surveyed, with young adults preferring advisers to digital tools for insurance guidance.
This desire is placed against a widespread sense of uncertainty, with 73% of young Filipinos stating they live in an era of unpredictability, the most in the region. Their primary concerns are rising living costs, family health, and financial security and help in old age. In this climate, consistency and comfort are important, especially when it comes to decisions that affect one's health, money, and family.
Despite persistent uncertainties, young Filipinos are more positive about their financial future than their regional peers, with 81% expecting their personal financial condition to improve in the next five to ten years. While 38% anticipate more hazards emerging from the current uncertainties, 44% see more opportunities ahead.
When it comes to purchasing life or health insurance, 76% of young Filipinos prefer to see an insurance agent or specialist for guidance, compared to 24% in other Asian countries, who prefer digital tools such as comparison platforms and AI-powered tools. This preference for human guidance persists throughout the insurance journey, with the majority of respondents preferring advisers for assistance in identifying relevant products (68%), explaining coverage details (80%), navigating the claims process (71%), and managing their policies (65%).
While young Filipinos are digitally confident and actively use internet tools for research and everyday financial management, they seek advice when making high-stakes decisions. Life and health insurance decisions are considered as more than just transactions; they demand explanation, reassurance, and trust. This is supported by regular, in-person interactions with financial advisers, with 80% of young Filipinos having met or spoken with one in the previous five years.
This substantial correlation between client preferences and adviser-led engagement emphasizes the importance of Pru Life UK's over 38,000 licensed insurance agents nationally. Its extensive and digitally enabled agency force is poised to assist young Filipinos at critical moments, providing personalized advice, clear explanations, and trusted human guidance for life and health protection decisions, as digital tools improve access, speed, and convenience.
“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
Financial Mindset of Young individuals in Asia studied 5,348 young individuals in Hong Kong, Indonesia, Malaysia, the Philippines, Singapore, Taiwan, and Thailand using an online quantitative study from July to August 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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