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PFI Group unveils the ‘Smarter. Bolder. Fuller.’ campaign aimed at Filipino youth

The PFI Group has launched an umbrella initiative for its four brands – PhilLife, PhilCare, PhilPlans, and PhilFirst. Called Smarter. Bolder. Fuller. the program marks the first time these industry-leading brands are coming together for a campaign aimed at Filipino youth.

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The importance of securing loved ones and the desire to be prepared for unexpected events are regarded as  more important and priorities of Gen Y and Z when choosing insurance plans, according to a recent study titled “PhilLife Meter: Feeling the Insurance Pulse of Pinoy Gen Y and Z.

Conducted by Philippines First Insurance Group (PFI Group) for PhilLife, the study disclosed that young Filipinos prioritize family protection (78%) and emergency preparedness (77%), rather than investment growth, when choosing insurance plans, emphasizing 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.

In response to these findings, the PFI Group has launched an umbrella initiative for its four brands – PhilLife, PhilCare, PhilPlans, and PhilFirst. Called Smarter. Bolder. Fuller. the program marks the first time these industry-leading brands are coming together for a campaign aimed at Filipino youth.

“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.

REYNALDO “Rey” R. VICENTE’s career experience involves mostly research in publishing companies. He previously held the position of Research and Events Director of Media G8way Corp., publisher of Computerworld Philippines (CWP), PC World Philippines, and IT Resource. He also handled events organized for CWP. Prior to this, he was a Research Head of a business publication. Now as co-publisher of Zest Magazine, Rey also serves as Managing Editor. Rey finished his bachelor’s degree majoring in Economics at the University of Santo Tomas.

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Sun Life appoints Bianca Ilibasic as Managing Director, Sun Life Global Solutions

She will lead SLGS across India and the Philippines, providing strategic direction to multi-functional teams spanning Technology, Operations, Analytics, Actuarial, HR, Finance, and Risk & Compliance.

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Sun Life has appointed Bianca Ilibasic as the Managing Director for its global capability centre, Sun Life Global Solutions (SLGS). She previously served as Vice President & Chief Operations Officer, Sun Life Asia.

In her new role, Bianca will lead SLGS across India and the Philippines, providing strategic direction to multi-functional teams spanning Technology, Operations, Analytics, Actuarial, HR, Finance, and Risk & Compliance. Her mandate is to further scale SLGS as a high-impact, enterprise capability supporting Sun Life across 28 markets.

During her time in Asia, Bianca advanced straight-through processing, accelerated digital adoption, and shaped a forward-looking AI roadmap to drive business growth — strengthening shared platforms and enabling scalable outcomes.

Commenting on the appointment, Laura Money, EVP and Chief Information and Technology Innovation Officer, Sun Life, said, “Over the past four years, Bianca has been a driving force behind operational excellence and digital transformation, leading with clarity, courage, and a deep commitment to our Purpose. Advancing our AI roadmap and scaling impact across common platforms, Bianca has been consistently delivering results while building strong, empowered teams. She is a visionary, insights driven leader who brings energy, heart, and ambition to everything she does, and I could not be more thrilled to see her step into this role.”

Reflecting on the opportunity, Bianca added: “I am excited to begin this new chapter. Sun Life Global Solutions is more than a capability centre — excellence, innovation, and dedication are consistently demonstrated via brilliant, passionate teams across India and the Philippines who support our Purpose and our Clients every single day. What excites me most is the opportunity to build on our foundation and deepen partnerships, accelerate transformation, and relentlessly focus on outcomes that truly matter to our Clients.”

Bianca’s appointment marks a defining moment for SLGS, strengthening its role as both a strategic engine for enterprise value and a platform where empowered teams can shape what’s next for Sun Life. We look forward to everything Bianca and the SLGS team will achieve together.

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Manulife continues legacy of service in PH with Impact Week 2026

All five Manulife organizations in the Philippines—Manulife Philippines, Manulife China Bank Life Assurance Corporation (MCBL), Manulife Investment Management and Trust Corporation (MIMTC), Manulife Business Processing Services (MBPS), and Manulife IT Delivery Center (MITDC)—held activities that advanced environmental, educational, and social causes.

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Manulife hosted its inaugural Impact Week, a global volunteer initiative designed to strengthen well-being, build social connection and unite teams through purpose-driven community action.

All five Manulife organizations in the Philippines—Manulife Philippines, Manulife China Bank Life Assurance Corporation (MCBL), Manulife Investment Management and Trust Corporation (MIMTC), Manulife Business Processing Services (MBPS), and Manulife IT Delivery Center (MITDC)—held activities that advanced environmental, educational, and social causes.

“Manulife’s Longevity ambition is about helping people live longer, healthier, and more financially secure lives—and we believe that starts with strong, resilient communities,” said Rahul Hora, President and Chief Executive Officer, Manulife Philippines. “Impact Week brings this to life by mobilizing colleagues across our Philippine entities to volunteer at scale, working side by side with our community partners and reinforcing the shared purpose that strengthens long-term well-being. Through these collective actions, we are creating immediate impact and helping build a more sustainable and inclusive future for the communities we serve.”

Results and Highlights from Impact Week 2026

During Impact Week, more than 1,200 colleagues participated in volunteering activities, logging more than 4,700 volunteering hours. 

Beyond the numbers, Impact Week strengthened connection across teams, bringing colleagues together around shared purpose and reinforcing a culture of inclusion.

  • Ongoing tripartite impact: As part of a tripartite collaboration with the Corazon Sanchez Atayde Memorial Foundation (CSAMF) and Haribon Foundation—combining Manulife’s community investment commitments, CSAMF’s financial literacy program, and Haribon’s biodiversity and environmental work—Manulife Philippines, Manulife China Bank Life (MCBL), and Manulife Investment Management and Trust Corporation (MIMTC) led the on-ground activities in Infanta, Quezon Province.
  • Supporting financial resilience through Peso Smart: Volunteers supported Peso Smart Pinoy (PSP) through challenge-based activities in Brgy. Alitas, Infanta, culminating in a graduation ceremony recognizing PSP participants and their progress toward greater financial confidence. Peso Smart is a financial literacy program that has reached more than 4,000 learners across 18 schools nationwide since 2017,
  • Contributing to a healthier planet: Volunteers, together with Haribon Foundation and the Alitas Farmers Folks Association (AFFA), planted 2,500 mangrove seedlings, advancing the Ridge-to-Reef Reforestation Initiative and adding to Manulife and Haribon’s total of more than 31,000 trees planted since 2023.
  • Prioritizing health and well-being: Volunteers partnered with Rise Against Hunger Philippines and Waves for Water Philippines to support food security and water, sanitation, and hygiene initiatives. Together, they packed 17,700+ rice meals, rescued 1,200+ kg of surplus food, distributed 500 hot meals, produced 3,300 mushroom bags for livelihoods, assembled 150 water filtration kits, and developed 100+ concepts for food bank and mobile kitchen initiatives.
  • Supporting community education: MITDC delivered its Code4Future program to 28 young learners from St. Martin de Porres Kid’s Home—using coding and creativity to build problem-solving skills and digital confidence.

Extending Impact Together

In addition to the company organized activities, individual colleague teams across the Manulife organizations were supported in leading their own volunteer initiatives with local non-profit partners. For each eligible team-led initiative, Manulife provided a $1,000 donation to the partner organization, extending the reach of Impact Week.

“The most meaningful work is often personal. At Manulife, volunteerism grows when people are trusted to lead on the causes they care about,” said Ardhi Siregar, Chief People Officer, Manulife Philippines. “That’s why we empowered our teams to identify a community impact need, choose a local non-profit partner to collaborate with, and lead the effort themselves—with team grants helping extend that impact through added support where it matters most. That sense of ownership and purpose is what fuels deeper engagement and inspires our colleagues to drive impact that endures.”

With more than 13,000 volunteering hours logged across all Philippine entities in 2025, Impact Week 2026 reflects Manulife’s growing culture of service in the communities where it operates and stands to make a difference.

Volunteering: A Longevity Driver Impact Week aligns closely with the work of the Manulife Longevity Institute, a global research, thought leadership, innovation, advocacy, and community investment platform that will help people thrive at every age. The Institute’s work will support Manulife’s Impact Agenda strategy as our always-on commitment to drive better outcomes for our customers, our communities, and the world we share. We believe collective action can accelerate change and, by collaborating with like-minded partners, we can make a meaningful impact.

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Manulife launches GoalReady health solutions

GoalReady for Health combines investment-linked savings with critical illness and life protection—helping customers build their funds while protecting their goals if a serious illness strikes.

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Manulife Philippines and Manulife China Bank Life (MCBL) today announced the launch of Manulife GoalReady for Health, an investment-linked savings plan with comprehensive critical illness and life insurance coverage.

GoalReady for Health combines investment-linked savings with critical illness and life protection—helping customers build their funds while protecting their goals if a serious illness strikes. Designed for Filipinos who want to stay on track with their long-term goals, it helps manage the potential financial disruption caused by health setbacks.

As more Filipinos plan for longer lives, staying on track with their life goals increasingly means being prepared for rising healthcare costs, prolonged illness, and the financial strain health setbacks can place on families. The plan addresses the growing gap in financial preparedness for health emergencies among Filipinos. The recent Manulife Asia Care Study revealed that about four in five Filipinos believe their financial wellbeing has great impact on their health span (both physical and mental) and lifespan.

The financial stakes are steep: A study on the economic impact of cancer in the Philippines found that Filipino patients spend an average of ₱181,789 out-of-pocket within the first year of diagnosis, highlighting the significant financial burden of treatment. Yet Filipinos remain financially underprepared for these possibilities. According to latest data from the Philippine Statistics Authority, Filipinos’ household out-of-pocket for medical expenses stood at 42.7%, while a recent Manulife study found that 33% of Filipinos feel they have insufficient insurance coverage.

GoalReady for Health enables customers to build a dedicated pool of savings for future health needs through professionally managed, investment-linked fund options designed to support long-term goals. At the same time, it provides built-in critical illness protection, helping customers stay on track with their plans even when a serious health event occurs.

“Many Filipinos work hard to build toward their goals, but a serious illness can quickly turn years of progress into an unexpected financial burden. Manulife GoalReady for Health brings together critical illness protection and investment-linked savings for future health needs, helping customers stay financially prepared while protecting what they’ve worked hard to build,” said Rahul Hora, President and Chief Executive Officer, Manulife Philippines.

“With Manulife GoalReady for Health, we want Filipinos to move forward with confidence, knowing that a health shock need not become a financial setback—so they can focus on recovery while keeping their savings and life goals on track, and live better for longer,” Hora added.

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