The Philippines emerged as the most human advice-oriented market among seven Asian territories surveyed in the Financial Mindset of Young Adults in Asia study.
By the numbers
Seventy six percent of Filipinos aged 20 to 35 prefer consulting an insurance agent or specialist for advice when buying life or health insurance, Pru Life said in a statement citing the study.
That compares with just 24 percent in other Asian markets who prefer digital tools such as comparison platforms or AI-based services.
The study surveyed 5,348 young adults across Hong Kong, Indonesia, Malaysia, the Philippines, Singapore, Taiwan and Thailand from July to August 2025.
Why it matters
The preference for advisers comes amid growing uncertainty.
About 73 percent of young Filipinos believe they are living in an era of unpredictability — the highest across the region.
Top concerns include rising living costs, family health issues, long-term financial security and support during old age.
In that environment, insurance decisions are seen as high-stakes choices that require reassurance and trust.
Dig deeper
Young Filipinos rely on advisers throughout the insurance journey:
Despite being digitally savvy, respondents turn to human advisers when financial decisions involve protecting health, income and loved ones.
About 80 percent said they had met or spoken with a financial adviser in the past five years.
The big picture
Even with widespread uncertainty, young Filipinos are the most optimistic about their financial future compared to their regional peers.
Some 81 percent expect their personal financial situation to improve in the next five to 10 years.
While 38 percent see more risks emerging from today’s uncertainty, 44 percent believe there are greater opportunities ahead.
The findings highlight the continued importance of agent-led models in the Philippine insurance market, even as digital platforms expand.
Pru Life UK, Prudential plc’s Philippine unit, has nearly 38,000 licensed insurance agents nationwide.
What they’re saying
“We understand the hopes and challenges of young Filipinos in securing their financial future,” said Kathryn Cajucom, head of brand and integrated marketing communications at Pru Life UK, in the statement.
“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.”
She added that while digital tools enhance speed and convenience, human guidance remains critical in helping clients make informed life and health protection decisions. —Ed: Corrie S. Narisma
