Singlife Philippines marks 5th anniversary with brand refresh, doubles down on digital CX to lead insurance innovation

Digital life insurer Singlife Philippines is ushering in a new chapter with a refreshed brand identity and bold customer experience innovations, as it celebrates five years of disrupting the country’s insurance landscape through digital technology.

The brand refresh marks a turning point for the company, signaling not just a new look but a renewed commitment to making insurance simpler, more accessible, and deeply relevant to the everyday Filipino.

“Five years ago, we set out to break the barriers that kept people from protecting themselves financially,” said Singlife Philippines Chief Executive Officer Lester Cruz in a media roundtable ahead of the company’s anniversary. “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.”

 

Humanizing the Brand for the Digital Filipino

The updated brand identity trades in abstract icons and caricatures for real stories and real people. With a more vibrant and inclusive visual language, the new Singlife brand aims to resonate with modern Filipinos navigating life’s uncertainties with a mobile device in hand.

This shift also reflects Singlife’s maturing voice as a digital insurer—one that speaks with clarity, empathy, and empowerment.

“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.”

 

A Seamless Digital CX Journey

Singlife’s Plan & Protect App anchors this promise. Designed as an all-in-one financial platform, the app allows users to grow their money, plan, invest, and insure themselves completely on their smartphones and at their own pace—no agents, no paperwork, and no branch visits required.

Since the app’s launch in 2023, it has logged over 1.4 million installs, with policies issued via the app now accounting for the biggest proportion of Singlife Philippines’ annualized premium equivalent (APE)—a six-fold increase from the previous year. It also contributes to the company’s 4.6 out of 5 TrustScore—equivalent to an Excellent rating—in the independent customer review portal Trustpilot.

Award-winning in its own right, the app was recently recognized at the 2025 Asian Banking & Finance Fintech Awards, winning Mobile App – Philippines, and was instrumental in two other major wins: Customer Experience Solution – Philippines for Singlife’s fully digital protection journey, and New Fintech Product – Philippines for Income Multiplier, an investment-linked plan providing monthly cash payouts, available exclusively in the app.

 

Performance Fueled by Experience and Innovation

Since beginning operations in the country in 2020, Singlife Philippines has sold more than 1 million policies and covered nearly a million lives. In June 2025 alone, preliminary premium income grew by double-digits compared to the same period last year. The company also recorded its highest-ever APE in June.

This growth is driven not just by mobile convenience but by product innovation. Singlife’s offerings include industry-first products such as Protect from Funeral Costs, a whole life insurance plan available on the Singlife Plan & Protect App, with a built-in financial needs analysis tool that allows customers to estimate their funeral arrangements based on their preferences, and Income Multiplier, the first-ever regular-pay investment-linked insurance plan with monthly cash payouts.

Singlife also pioneered the high-interest-earning Singlife Account, growing funds with up to 15% p.a. net through its Super Boost Rewards Program, further integrating financial wellness into the customer journey and rewarding responsible financial behavior.

 

Expanding Reach, Deepening Impact

Beyond the app, Singlife has built a more grounded presence through partnerships with platforms like GCash, Maya, UNO Digital Bank, and GlobeOne. It’s also increasing community visibility via RUNRIO-organized races, baby fairs, and grassroots events.

Geographic expansion beyond Metro Manila is a key priority, as the company seeks to quickly reduce the protection gap nationwide.

As part of the brand refresh, Singlife is preparing to launch two innovative products this year—further reinforcing its position as a digital-native insurer that listens, learns, and leads with purpose.

“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.”