Taguig City, 12 February 2026 – Young Filipino adults aged 20 to 35 continue to place strong trust in human financial advisers when making life and health insurance decisions, even as digital financial tools become more widely used. In a recent study on the Financial Mindset of Young Adults in Asia by Prudential plc, a leading Asia and Africa insurer and Pru Life UK’s parent company, the Philippines stands out as the most human advice-oriented market among seven Asian markets surveyed, with young adults showing a strong preference towards advisers over digital tools for insurance guidance.
This preference is set against a widespread feeling of uncertainty, with 73 per cent of young Filipinos believing they now live in an era of unpredictability, the highest across the region. Rising living costs, family health and concerns about financial security and support in old age are among their top worries. In this environment, stability and reassurance matter, particularly when decisions involve protecting health, income, and loved ones.
Despite ongoing uncertainty, young Filipinos are the most optimistic about their financial future compared to their regional peers: 81 per cent expect their personal financial situation to improve over the next five to ten years. While 38 per cent see more risks emerging from current uncertainty, a slightly larger proportion of 44 per cent believe there are more opportunities ahead.
When considering the purchase of life or health insurance, 76 per cent of young Filipinos prefer consulting an insurance agent or specialist for advice, compared with 24 per cent among other Asian markets, who prefer digital tools such as comparison platforms and AI-based tools. This preference for human guidance remains consistent throughout the insurance journey, with the majority of respondents favouring advisers for help with identifying relevant products (68 per cent), explaining coverage details (80 per cent), navigating the claims process (71 per cent), and managing their policies (65 per cent).
While young Filipinos are digitally confident and actively use online tools for research and everyday financial management, they turn to advisers when decisions become high stakes. Life and health insurance choices are viewed not as simple transactions, but as moments that require explanation, reassurance, and trust. This is reinforced by regular, real-world interaction with financial advisers, with 80 per cent of young Filipinos having met or spoken with one in the past five years.
This strong alignment between consumer preference and adviser-led engagement highlights the role of Pru Life UK’s close to 38,000 licensed insurance agents nationwide. Its extensive and digitally-enabled agency force is positioned to support young Filipinos at the moments that matter most, providing personalised advice, clear explanations, and trusted human guidance for life and health protection decisions, while digital tools continue to enhance access, speed, and convenience.
Kathryn Cajucom, Head of Brand & Integrated Marketing Communications at Pru Life UK, said: “We understand the hopes and challenges of young Filipinos in securing their financial future. 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. They can always Count on PRU in helping them protect their possibilities and nurture every promise for themselves and their families.”
The research, Financial Mindset of Young Adults in Asia, surveyed 5,348 young adults across Hong Kong, Indonesia, Malaysia, the Philippines, Singapore, Taiwan and Thailand, through an online quantitative study conducted in July to August 2025.
For deeper insights into the evolving priorities, concerns and preferences of Asia’s young adults, access the full report here.
About Pru Life UK
Pru Life UK is the leading life insurer in the Philippines demonstrating its commitment to protect Filipinos’ financial future and well-being for every life, for every future.
Established in 1996, Pru Life UK operates in over 200 branches and general agency offices in the Philippines, and holds the largest life insurance agency force of close to 38,000 licensed agents.
Pru Life UK offers a wide range of tailored solutions that address the unique and evolving needs across demographics and life stages. These include life protection, health, accident and disability, and investment-linked insurance.
Currently, Pru Life UK serves over 930,000 individual policyholders and more than 85,000 insured group members, and ranks first in New Business Annual Premium Equivalent* as of Q3 2025, according to the Insurance Commission.
Pru Life UK is a subsidiary of Prudential plc, with a legacy of more than 175 years of safeguarding the future of millions of families for this generation and generations to come.
About Prudential plc
Prudential provides life and health insurance and asset management in Greater China, ASEAN, India and Africa. Prudential’s mission is to be the most trusted partner and protector for this generation and generations to come, by providing simple and accessible financial and health solutions. The business has dual primary listings on the Stock Exchange of Hong Kong (HKEX: 2378) and the London Stock Exchange (LSE: PRU). It also has a secondary listing on the Singapore Stock Exchange (SGX: K6S) and a listing on the New York Stock Exchange (NYSE: PUK) in the form of American Depositary Receipts. It is a constituent of the Hang Seng Composite Index and is also included for trading in the Shenzhen-Hong Kong Stock Connect programme and the Shanghai-Hong Kong Stock Connect programme.
Prudential is not affiliated in any manner with Prudential Financial, Inc. a company whose principal place of business is in the United States of America, nor with The Prudential Assurance Company Limited, a subsidiary of M&G plc, a company incorporated in the United Kingdom.
About the report
Financial Mindset of Young Adults in Asia is a Prudential commissioned report, delving into the insurance and investment experiences, preferences and attitudes of 5,348 people aged 20-35 in seven Asian markets through online quantitative survey. The survey was conducted in July-August 2025.
