Singlife Philippines refreshes brand, CX strategy as it marks five years in market

Singlife Philippines is marking its fifth anniversary with a refreshed brand identity and a sharper focus on customer experience innovation - signalling a step-change in how it positions itself in a rapidly maturing digital insurance market.

The company’s brand overhaul moves away from abstract icons and caricatures, replacing them with real-life stories and imagery intended to better connect with the realities of the digital Filipino. The updated look is paired with a commitment to making insurance simpler, more accessible and relevant to daily life.

“Five years ago, we set out to break the barriers that kept people from protecting themselves financially,” said Singlife Philippines CEO Lester Cruz, as quoted by The Philippine Star. “Today, we’re not just celebrating growth - we’re evolving to better reflect who we serve and how we help them move from surviving to thriving.”

Don't miss: Singlife is showing you your ideal life with a new AI-driven web campaign

The evolution also reflects a maturing voice for the brand - one that seeks to balance digital convenience with human connection. “Digital doesn’t have to mean impersonal,” Cruz added. “We believe in combining the power of technology with a human touch. That’s how we earn trust and make insurance something people actually want to engage with.”

At the centre of this proposition is the Singlife Plan & Protect App, a mobile-first platform enabling users to plan, invest and insure themselves entirely via smartphone - without agents, paperwork or branch visits. Since its 2023 launch, the app has seen over 1.4 million installs, with app-issued policies now making up the largest share of the firm’s annualised premium equivalent (APE) - a six-fold rise on the previous year.

These gains have contributed to Singlife Philippines’ 4.6 out of 5 TrustScore on review portal Trustpilot, and the app’s recognition at the 2025 Asian Banking & Finance Fintech Awards, including the Mobile App - Philippines title, The Philippine Star said.

Since its 2020 market entry, the insurer has sold over one million policies, covering nearly a million lives. June 2025 saw its highest-ever APE and double-digit premium income growth year-on-year, supported by industry-first products such as Protect from Funeral Costs - a whole life plan with a built-in financial needs analysis tool - and Income Multiplier, the first regular-pay investment-linked insurance plan with monthly cash payouts.

Singlife’s reach extends beyond its own platform through partnerships with GCash, Maya, UNO Digital Bank and GlobeOne, alongside on-the-ground community events and a push into regions outside Metro Manila to address the protection gap.

“Our journey is just beginning,” said Cruz. “We’re building a brand that grows with our users, speaks their language and adapts to their needs - not just with tech, but with heart.”

Digital Marketing Asia returns to Manila on 2 September, bringing the hottest trends, tech, and insights to future-proof your strategies. Network with 150+ industry leaders, discover cutting-edge tools, and learn from real-world case studies – all designed to propel your brand growth. Don't miss this chance to stay ahead of the curve!

Related articles:
Singlife says “Caaaan!” to financial goals in lighthearted film with Pierre Png
Empowering financial freedom: Singlife’s commitment to a better future
SG actor Pierre Png fights for financial freedom in new Singlife campaign