A recent market study titled “PhilLife Meter: Feeling the Insurance Pulse of Pinoy Gen Y and Z” revealed that 78% of young Filipinos prioritize family protection, while 77% rank emergency preparedness as the most important benefits when choosing insurance plans.

Conducted by the Philippines First Insurance Group (PFI Group) for PhilLife, the study captures the evolving priorities of young Filipinos when it comes to protection and planning. It also paints a clear picture of a new generation that’s intentional, family-first, and ready to take charge of their future when the solutions truly meet them where they are.

“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.

“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,” PFI Group President and CEO Jaeger L. Tanco said.

“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.”

The campaign comes on the heels of Tanco’s recent double wins at the prestigious Asia-Pacific Stevie Awards 2025. He won a Silver Stevie® Award for Most Innovative Leader of the Year for his leadership at PhilCare and the Gold Stevie® Award for Most Innovative Creative Person of the Year for his accomplishments at Comm&Sense.

The award-giving body is widely regarded as the region’s premier awards for business innovation. The PFI Group’s Smarter. Bolder. Fuller. campaign is further proof of Tanco’s visionary leadership.

Actress and TV personality Dianne Medina is onboard as brand advocate for Smarter. Bolder. Fuller. to help bring to life PFI Group’s unified message of empowering Filipinos to live smarter, bolder, and fuller lives.