Philam Life: Leading Transformation in the Life Insurance Industry



Philam Life’s transformation and unrelenting journey towards improving the lives of Filipinos, and innovating the life insurance industry is underway.

“Philam Life has always been the leading innovator in the life insurance industry. Among the roster of recent innovative transformation initiatives we have to introduce is GENESIS by Philam Life, a modern state-of-the-art facility supported by technological tools and development programs which paved the beginning of a culture of excellence in the financial advisor practice,” said Philam Life CEO Ariel Cantos.


The latest addition is the opening of their first flagship store in Bonifacio Global City, Taguig. SPARK by Philam Group derived its name from the light that has ignited a flame in transforming the culture of customer service experience. “Our innovation, this time, focuses on giving our customers the best experience. We are transforming our customer service centers into one-stop shops to make sure we cater to their growing and differentiating needs in this fast-paced environment. 

What makes it different is that we have expanded our services to the entire Philam Group including agency, bancassurance and mutual fund business transactions”, Cantos added. “This shows our commitment to making significant investments in setting new industry standards in customer service and financial advisor practice in the country. We have the capacity to do this being the strongest life insurance company with a solid foundation of consistent financial growth in key metrics that matter to our customers, ” he concluded.



SPARK by Philam Group is a state-of-the-art customer service center that offers fully digital and personalized services. It serves as the pilot office of all the company’s flagship stores that will open soon in key cities nationwide.

SPARK makes use of technological platforms to make services faster and easier for customers amidst the sleek interiors of a modern-day office. It showcases the company’s latest technological capabilities such as the online customer portal called e-Plan, the Agency Portal for Philam Life financial advisors; and



My PAMI Investor Portal, for the company’s mutual fund customers. The newly launched customer portal E-plan allows Philam Life clients to manage their policy details and transact, anytime and anywhere, transforming the level of customer service beyond the traditional face-to-
face transactions.

Philam Life’s Chief Life Operations Officer Richard Bracken said, “At Philam Life, we believe that everything should start and end with the customers. This portal has a human-centric design, which means that this was designed by the customers for the customers. For example, one of our key findings revealed that 90% use mobile devices for online activities, so we have made e-Plan to be mobile-
optimized.” With the help of our customers, Philam Life’s e-Plan has become the customer portal with the most comprehensive digital platform in the market today.

To those who prefer face-to-face transactions, Spark has customer service representatives to help customers with their inquiries and policy concerns. There are digital ambassadors who can guide them on the use of the digital platforms available in the center. In addition to that, an Advisor for the Day is present to conduct the financial needs assessment to customers looking for solutions for their real-life needs.

A special corner is dedicated to Philam Vitality – the first of its kind in the Philippines and the only full-
scale wellness program offered by Philam Life to promote healthy living. Through Philam Vitality, members earn points, discounts, and rewards for living a healthier life.

Bracken said, “SPARK is the outcome of our extensive series of customer relationship studies that were devised to understand our customers in terms of ways to make it easier for them to do business with us. The key findings guided us in working our way to reinvent and improve the face of customer service.”

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