A new study by the Philippines First Insurance Group (PFI Group) shows 78 percent of Gen Y and Z Filipinos prioritize family protection, while 77 percent say emergency preparedness is the most important benefit when choosing insurance plans.
This shift, according to PhilLife market study lead researcher Dr. Fernando Paragas, is a clear response to the pandemic’s long-lasting impact: “It’s no longer just about growing your money, but growing your peace of mind.”
The study, titled PhilLife Meter: Feeling the Insurance Pulse of Pinoy Gen Y and Z, highlights a generation that’s intentional, family-first, and ready to make serious life decisions early.
“Findings from the PhilLife study are more than just numbers, they are a call to action for businesses,” said PFI Group chair Monico Jacob.
“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,” he added.
More responsive plans from PFI Group
In response, the PFI Group has launched Smarter. Bolder. Fuller., an umbrella campaign for its four brands: PhilLife, PhilCare, PhilPlans, and PhilFirst.
“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,” said PFI Group president and CEO Jaeger L. Tanco.
Actress and TV personality Dianne Medina has also joined the campaign to help promote PFI Group’s unified message of empowering Filipinos to live smarter, bolder, and fuller lives.
PhilFirst’s long history
Tanco is the son of ports and education tycoon Eusebio Tanco. The firm’s roots go deep: it’s been in the business for over a century, with PhilFirst founded in 1906 as the country’s first non-life insurance provider.
Today, the group’s brands cover life protection, healthcare, milestone plans, and more, evolving to meet the needs of a digital-first, value-conscious market.
