Leading Filipino insurer Insular Life (InLife) is redefining the role of insurance under its new brand campaign, “Love in Life,” aimed at transforming the perception of life insurance from a fear-based safeguard into a proactive act of love and empowerment.
At the heart of the campaign is the message: insurance is not about bracing for loss but about securing the well-being of loved ones. “We want love to be lived so it becomes real,” said InLife chief marketing officer Gae L. Martinez. This emotional reframing ties financial planning—whether for health, education, or retirement—directly to everyday expressions of care.
The shift is supported by new, needs-based offerings such as iProtect (affordable term life), Wealth Assure Plus(customizable protection), and Retire Assure (billed as the country’s first true retirement-focused policy). These solutions highlight InLife’s responsiveness to evolving customer demand while reinforcing its competitive edge in a dynamic market.
Tapping into Filipino values of family and selflessness, the campaign resonates strongly with Gen Z and millennial consumers. By positioning insurance as a modern “love language,” InLife is making protection products more relatable, especially to younger Filipinos seeking financial security for themselves and others.
Internally, InLife is realigning its operations to support this vision—enhancing customer touchpoints, feedback systems, and digital platforms to deliver on its brand promise consistently. The company is embedding empathy into service, building trust beyond policy sales.
Celebrating its 115th year, InLife draws on its deep history of resilience—from wars to pandemics—to lend credibility to its evolved brand message. “That’s not just business. That’s love manifested in action,” Martinez added.
By merging emotional resonance with practical financial solutions, InLife is positioning itself not only as an insurer but as a life partner—deepening customer relationships while reinforcing its long-term commercial and cultural relevance.
