Veteran actor Albert Martinez named CMO of Assurance Philippines

Veteran actor Albert Martinez (pictured) has been appointed chief marketing officer and board director of Assurance Philippines, blending star power with strategic marketing as the insurance firm pushes to make its services more accessible for everyday Filipinos.

Best known for his decades-long presence on screen, Martinez also brings strategic marketing acumen to the role. “I’m thrilled to help make insurance simpler, more relatable, and ultimately more attainable for every Filipino,” said Martinez in a release.

His appointment marks a defining chapter for the company, as it aims to position insurance not as a luxury, but a basic financial right. In a market where traditional annual premiums often shut out low- to middle-income consumers, Assurance’s model aims to align with the real financial behaviours of its users.

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Founded by Christian Bradley, who now shares the board with Martinez and fellow director Jomel Paradero, Assurance Philippines is carving a niche in the country’s underpenetrated non-life insurance sector. Its pitch: affordable, flexible, usage-based insurance powered by digital tools.

Positioning itself as a rising player for the Filipino market, Assurance is targeting a sector where insurance penetration - though it rose to 1.89% in the first quarter of the year - remains significantly below global averages.

The company’s digital-first approach is especially timely, as more Filipinos engage with financial services through mobile apps and expect on-demand functionality. Assurance is preparing to launch its own app to streamline customer experience - making it easier for users to access, manage, and understand their insurance coverage.

Backing this push are strategic partnerships with Milestone Guarantee and Assurance Corporation and FPG Insurance, allowing Assurance to expand its reach and serve a broader client base nationwide.

Widely recognised as the “King of Philippine Teleseryes,” Martinez has long been a fixture in the country’s entertainment industry. With a career that spans both film and television, he has built a legacy through standout roles in acclaimed films such as Rosario, Rizal sa Dapitan, and Segurista, as well as high-rating drama series such as Ang Probinsyano, Kadenang Ginto, and The General’s Daughter.

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