MANILA, Philippines — Despite the rapid rise of artificial intelligence (AI) and digital tools in financial services, young Filipinos continue to favour human advisers when it comes to life and health insurance. The trend reflects a growing confidence among the nation’s youth in their financial future, coupled with a strong preference for personal guidance over automated solutions.
A recent report by Prudential, the parent company of Pru Life UK, found that 76 per cent of Filipino adults aged 20 to 35 prefer consulting a licensed adviser rather than relying on AI-based platforms for insurance decisions.
“Young adults in the Philippines stand out for their reliance on personal connections and trusted advice in insurance and financial matters,” the report notes. “They favour a balanced approach to risk, with a clear preference for long-term investment strategies. Financial security and stability are their primary motivations.”
Regional Comparison
Among seven Asian markets surveyed — Hong Kong, Indonesia, Malaysia, Singapore, Taiwan and Thailand — the Philippines ranks highest in preference for human advisers. The study covered a total of 5,348 young adults across the region. By contrast, peers in neighbouring countries are increasingly adopting digital and AI-based tools to navigate insurance choices.
| Aspect of Insurance Guidance | % of Young Filipinos Preferring Human Advisers |
|---|---|
| Identifying relevant products | 68% |
| Understanding coverage details | 80% |
| Navigating claims process | 71% |
| Managing policies | 65% |
This strong preference for human support coincides with optimism about personal finances. Eighty-one per cent of respondents expect their financial situation to improve over the next five to ten years, while 44 per cent believe that new opportunities will arise in this period.
Decisions Viewed as High-Stakes
According to Pru Life UK, the inclination to consult human advisers is linked to the high-stakes nature of insurance decisions. “Life and health insurance are not seen as simple transactions but as decisions that require explanation, reassurance and trust. Regular, in-person interaction strengthens this confidence, with 80 per cent of young Filipinos having met or spoken with a financial adviser in the past five years,” the insurer explains.
The findings highlight a nuanced perspective among Filipino youth: while digital tools are widely available, personal advice remains invaluable for those seeking clarity and security in critical financial choices.