Mobile-first life insurance company Singlife has ushered in a new chapter with refreshing brand identity and bold customer experience innovation as it celebrates five years of destruction of the country’s insurance landscape with digital technology.
The brand refresh marks a turning point for the company, not only sending out a new look, but also expressing new commitments that make insurance simpler, easier and deeper with everyday Filipinos.
“Five years ago, we set out to break the barriers that made people unable to buy insurance,” Lester Cruz, CEO of Singlife, Philippines, said at a media roundtable ahead of the company’s anniversary. “Today, we are not only celebrating growth – we are growing to better reflect the people we serve and how we can help them from survival to thriving.”
Digital Filipino brand humanization
Updated brand identity deals are conducted with abstract icons and comics real stories and real people. With a more dynamic and inclusive visual language, the new Singlife brand is designed to resonate with modern Filipinos and navigate the uncertainty of life with manual mobile devices.
This shift also reflects Singlife’s mature voice as a digital insurer that speaks with clarity, empathy and empowerment.
“Digits don’t have to mean impersonality,” Cruz added. “We believe in combining the power of technology with human touch. That’s how we earn trust and make people really want to interact with it.”
Seamless Digital CX Journey
Singlife’s planning and protection applications set this promise. The app is designed as an all-in-one financial platform that allows users to save, plan, invest and secure themselves on their smartphones – no agents, no paperwork, and no branch access required.
The app has recorded over 1.4 million installations, and the app’s annual Advanced Equity (APE) has increased six times from the previous year and now accounts for a large proportion of Singlife Total Ape.
The app itself has received awards and has recently received significant honors at the 2025 Asian Banking and Financial Technology Awards, including mobile app of the year and customer experience solutions of the year.
Experience, innovation drives performance
Since its official launch in 2020, Singlife has sold more than 1 million policies and covers nearly 1 million lives. The company also recorded its highest apes ever in June and continued to show strong monthly growth.
This growth is not only driven by mobility convenience, but also depends on product innovation. Singlife’s products include industry-first products such as fun funeral cost cash, prevent funeral costs, and income multipliers that combine insurance and investment with monthly payments.
Singlife is also pioneering in-app savings with its Super Boost Rewards Program, up to 15% annual net income and further integrating financial health into its customer journey.
Expand coverage and deepen impact
In addition to technology, Singlife also builds a more solid business through partnerships with platforms such as GCASH, MAYA, UNO Digital Bank and Globeone. It also increases community visibility through running organizations, baby fairs and grassroots events.
Geographic expansion outside Metro Manila is a key focus as the company tries to bring protection closer to underserved communities across the country.
As part of the brand Refresh, Singlife is preparing to launch two new market-leading products this year, further strengthening its position as a digital local insurer that listens, learns and has a purposeful way.
“Our journey has just begun,” Mr. Cruz said. “We are building a brand that grows with users, speaks their language and adapts to their needs – not only technology, but heart-filling.”
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