Manila, Philippines — Despite the rapid expansion of artificial intelligence (AI) and digital financial technologies, young Filipinos continue to place the highest value on human financial advisors when it comes to life and health insurance. This trend highlights the confidence of the country’s youth in their financial future and underscores a preference for personalised guidance over automated platforms.
A recent report by Prudential Philippines reveals that 76% of Filipino adults aged 20 to 35 prefer consulting a licensed human advisor rather than relying solely on AI-driven platforms. The study notes, “Young Filipinos rely heavily on personal connections and credible advice. They favour a holistic approach to risk management and prioritise long-term investment strategies. Their primary objectives are financial security and stability.”
Regional Comparison
The survey spanned seven Asian markets — Hong Kong, Indonesia, Malaysia, Singapore, Taiwan, Thailand, and the Philippines — and included 5,348 young adults. Among these, the Philippines emerged as the country with the highest preference for human advisors. In neighbouring markets, younger populations are more inclined towards digital or AI-based solutions, whereas Filipino youth consistently prioritise direct personal advice.
| Insurance Advisory Aspect | Preference for Human Advisors (%) |
|---|---|
| Identifying relevant products | 68% |
| Understanding coverage details | 80% |
| Managing claims processes | 71% |
| Policy administration | 65% |
The survey also indicates a strong correlation between this preference and expectations of improved personal financial circumstances. 81% of respondents anticipate an improvement in their financial situation over the next 5 to 10 years, and 44% believe that new financial opportunities will arise during this period.
Human Guidance for High-Risk Decisions
Prudential emphasises that the preference for human advisors is closely linked to the high-risk nature of insurance decisions. “Life and health insurance are not merely transactional; they are decisions that require explanation, reassurance, and trust. Regular personal interaction strengthens confidence, with 80% of young adults reporting that they have consulted a financial advisor at least once in the past five years.”
These findings demonstrate that while Filipino youth embrace digital technology, personal advisory services remain indispensable, particularly for ensuring clarity and security in significant financial decisions. Personal guidance is seen as crucial in building both confidence and long-term financial stability.
Overall, the survey underscores a dual approach among Filipino youth: embracing technology without sacrificing human connection, establishing a foundation for sustainable financial growth and resilience.