Why it matters:
Life insurance in the Philippines has traditionally been tied to discussions about sickness, loss, or death—topics many avoid. InLife wants to flip the narrative by showing that preparing for the future is an act of love for family, community, and self.
What they’re saying:
“We want love to be lived so it becomes real,” said InLife chief marketing officer Gae L. Martinez. “Insurance is not about fear—it’s about love, empowerment, and belongingness.”
Martinez said Filipinos’ natural selflessness makes the concept relatable:
Breadwinners making sacrifices for family
OFWs leaving home to provide better opportunities
Young professionals supporting parents and siblings
“Financial preparedness is a love language—for yourself and for those you care about,” she said.
Between the lines:
The campaign also targets Gen Z and younger professionals, addressing misconceptions that insurance is expensive or only for older or married individuals.
Products in focus:
InLife is backing the campaign with products tailored to different life stages:
iProtect: Affordable renewable term life insurance
Wealth Assure Plus: Flexible, customizable coverage
Resilience: Critical illness coverage for all ages
Abundance: Endowment plan for life goals and milestones
Retire Assure: First true retirement product in the country
What’s next:
“Love in Life” is being amplified across traditional and digital channels, including social media, radio, print, and TikTok challenges. A Gen Z-focused campaign is set to launch soon, designed to make financial preparedness feel empowering.
The bottom line:
InLife’s message is built on credibility—115 years of standing by Filipinos through wars, recessions, and pandemics. As Martinez puts it: “Life may be tough, but our love for our fellow Filipinos remains strong.” —Ed: Corrie S. Narisma
