AIA Philippines

What AIA Philippines does

AIA Philippines is a life and health insurance provider operating in the Philippines since 1947, originally founded as Philam Life and now a wholly-owned subsidiary of AIA Group Limited, the largest independent publicly listed pan-Asian life insurance group. The company serves individual consumers and corporate clients with a portfolio spanning life protection (AIA Max Protect, AIA All-In-One, Guardian), health and critical illness (AIA Critical Protect Plus/100, AIA Max Protect – Medical, AIA Med Assist), long-term savings and unit-linked products (AIA Goals Protect, Money Tree series, AIA FutureSafe USD, AIA A-Life Prime), and group employee benefits (Group Life, Group Accident, Group Medical, WorkWell). It manages proprietary investment funds including the AIA Philam Life Elite Funds and Peso Stewardship Funds through its in-house asset management arm launched in February 2023. Vertically integrated subsidiaries include MediCard Philippines (acquired March 2023, a health maintenance organization) and BPI AIA (a bancassurance joint venture with Bank of the Philippine Islands formed in 2009).

The company distributes products through a proprietary agency force of licensed AIA Life Planners, the BPI AIA bancassurance partnership reaching customers through bank branches, physical offices across Metro Manila and regional Philippines, and digital channels including the My AIA self-service portal, Agency Portal, and the Aya AI chatbot for customer support. AIA Vitality, a science-backed wellness program with 39+ million members globally, is integrated across multiple product lines to drive engagement and retention. Reported financials as of December 31, 2024 include PHP 257.76 billion in total assets and PHP 57.35 billion in net worth, serving 1.2 million individual policyholders and 800,000 insured group members.

Revenue is generated primarily through recurring insurance premiums across individual and group lines, supplemented by fees from investment-linked (VUL) fund management and corporate group benefits plans. Product pricing is risk-based and individualized: AIA Goals Protect starts at PHP 2,085 per month with annual minimums of PHP 25,000-50,000, while premium investment-linked plans such as Money Tree require PHP 125,000 and Money Tree Elite requires PHP 1,000,000 minimum one-time payments. The company reports under the supervision of the Insurance Commission of the Philippines and pursues a multi-channel marketing strategy combining digital content, celebrity endorsements (SB19, Kathryn Bernardo), sports sponsorships (Tottenham Hotspur, UAAP/PVL), and community health programs (AIA Healthiest Schools, Rethink Healthy) to drive brand awareness and customer acquisition.

Name

AIA Philippines

Legal name

AIA Philippines

Website

https://aia.com.ph

Company type

Private

Founded year

1947

Operating status

Operating

Headcount range

501–1,000 employees

Short description

AIA Philippines is a 78-year-old life and health insurer serving 1.2 million individual and 800,000 group policyholders with protection, savings, VUL, and health products distributed through a proprietary agency force, BPI AIA bancassurance, and digital channels.

Ownership category

akta.pro rank

Headquarters

HQ city

Muntinlupa City

HQ country

Philippines

HQ region

Asia

Offices8 records

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

Personnel, Marketing or Sales, Technology or R&D, Operations, Infrastructure, Others

Revenue model

1. Life Insurance Premiums: Recurring premium payments from individual life insurance policies including term, whole life, and endowment products. Premiums are paid on annual, semi-annual, quarterly, or monthly basis depending on policy terms.
2. Investment-Linked (VUL) Insurance: Unit-linked insurance products combining life coverage with investment component. Policyholders pay premiums allocated to various investment funds managed by AIA Investment Management.
3. Health Insurance Premiums: Premiums from health insurance products covering critical illness, medical/hospitalization, and related health benefits.
4. Group Insurance Premiums: Corporate employee benefits including group life, accident, and medical insurance plans for businesses.
5. Fund Management Fees: Fees associated with investment fund management within VUL products, including Elite Funds and Peso Stewardship Funds.

Pricing tiers

Go-to-market motion3 records

Distribution channels5 records

Marketing channels8 records

Core offering

AIA Philippines is a life and health insurance company offering individual and corporate insurance products including life protection, critical illness and medical coverage, long-term savings and investment-linked plans, group employee benefits, and wellness programs. The company distributes through a proprietary agency force of licensed AIA Life Planners, a bancassurance partnership with BPI AIA, branch offices, and digital self-service channels. As part of AIA Group, the largest independent publicly listed pan-Asian life insurer, it operates an integrated insurance, wealth, and health platform serving individual Filipinos and corporate clients.

Product overview

AIA Philippines operates a comprehensive insurance and wealth management platform offering individual and corporate products. The portfolio comprises life protection plans (AIA Max Protect, AIA All-In-One, Guardian), health insurance (AIA Critical Protect Plus/100, AIA Health Cover, AIA Max Protect - Medical), long-term savings and investment products (AIA Goals Protect, Money Tree series, AIA FutureSafe USD, AIA A-Life Prime), and employee benefits solutions (Group Life, Group Accident, Group Medical, WorkWell). The company manages investment funds including the AIA Philam Life Elite Funds (global) and Peso Stewardship Funds. AIA Vitality wellness program integrates across multiple products to reward healthy behaviors. Digital touchpoints include My AIA customer portal, Agency Portal for advisors, and Aya chatbot for customer support.

Differentiator

Problem solved

Functional benefit

Brands

• AIA Vitality: Science-backed wellness program that rewards policyholders for being healthy
• BPI AIA
• MediCard
• WorkWell
• Rethink Healthy

Products and services

• AIA Max Protect Life insurance plan providing 200% life coverage up to age 100, with additional comprehensive benefits and bonus potential dividends. Offers customizable riders for total protection, health and medical coverage, and wealth transfer.
• AIA Goals Protect Flexible unit-linked life insurance plan allowing customization of coverage and savings growth through investments. Features Death Benefit Multipliers, No Lapse Guarantee, and optional riders for accidents, disabilities, hospitalization, and critical illness.
• AIA All-In-One All-out insurance protection against accidents, disability, critical illness and death with AIA Vitality integration.
• AIA All-In-One Plus Investment-linked life insurance covering critical illness, accident and total disability with AIA Vitality integration.
• 24-Hr Plus Yearly renewable insurance plan delivering comprehensive protection against accidents.
• Active Family Provider Investment-linked life insurance plan with AIA Vitality that motivates policyholders to improve health.
• Family Provider Unit-linked life insurance plan that grows life coverage and savings through investments.
• Guardian Affordable term insurance offering flexible protection benefits beyond basic coverage.
• AIA Critical Protect Plus Critical illness plan allowing multiple claims and health add-ons up to age 100 with AIA Vitality integration.
• AIA Critical Protect 100 Critical illness plan protecting against 100 illnesses until age 100 with AIA Vitality integration.
• AIA Max Protect - Medical Medical coverage for up to 90% of hospitalization and medical expenses with built-in life insurance benefit.
• AIA Health Cover Investment-linked health insurance with hospitalization, critical illness and death benefits with AIA Vitality integration.
• Active Joint Critical Protect Joint insurance plan with life and critical illness coverage for two individuals with AIA Vitality integration.
• Health Achieve Life and health plan preparing for health setbacks during prime years with AIA Vitality integration.
• AIA Med Assist Medical insurance plan funding 90% of hospital bills with life insurance coverage until age 80.
• AIA FutureSafe USD Whole-life insurance plan with guaranteed lifetime coverage, maturity and income benefits in US dollars.
• AIA Future Builder Peso-denominated variable life insurance plan helping save to build dream future with AIA Vitality integration.
• AIA Ascend Peso-denominated endowment plan with guaranteed whole-life coverage and cash payouts.
• AIA A+ Signature Peso-denominated insurance with guaranteed whole-life coverage and cash payouts.
• Future Protect Retirement savings plan guaranteeing regular cash payouts during retirement years.
• Money Tree Elite Investment-linked insurance providing high-value life protection with minimum one-time payment of PHP 1 million.
• Money Tree Investment-linked insurance designed for long-term financial growth with minimum one-time payment of PHP 125,000.
• Peso Money Tree Income-Paying Investment-linked insurance providing up to 125% coverage while growing savings through AIA Global Dynamic Income-Paying Fund.
• AIA A-Life Prime 2-Pay participating whole life plan providing guaranteed cash payouts equal to 10% of face amount and 200% life coverage.
• Group Life Corporate life insurance providing employees with accident, disability and critical illness protection.
• Group Accident Corporate accident insurance offering financial support for accidental injuries and death.
• Group Medical Corporate life and medical insurance combining healthcare cards or reimbursable benefits.
• AIA Philam Life Elite Funds Global investment fund family offering Adventurous (90% equities, 10% bonds), Balanced (60% equities, 40% bonds), and Conservative (30% equities, 70% bonds) options for investors across risk profiles.
• AIA Peso Stewardship Funds Philippine peso investment fund family offering Adventurous (55% equities, 45% fixed income), Balanced (32% equities, 68% fixed income), and Conservative (14% equities, 86% fixed income) options.
• AIA Global Elite Funds Global investment fund providing exposure and option to invest globally, actively managed by AIA Investment Management.
• AIA Global Dynamic Income-Paying Fund (Peso) Fund providing steady income and long-term growth through smart mix of assets in Philippine pesos.
• AIA Vitality Science-backed wellness program rewarding policyholders for healthy living with exclusive partner benefits.
• Rethink Healthy Wellness and prevention initiative encouraging Filipinos to move away from 'Bahala Na' mindset toward proactive health decisions.
• WorkWell with AIA Workplace wellness program supporting employee physical, mental, social, and financial well-being through engaging activities.

Quantifiable outcome

• 1.2 million individual policyholders and 800,000 insured group members served
• +2 more outcomes

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

AI capability3 records

Feature4 records

Partnerships

Eleven partnerships are on record, tiered flagship, core and minor.

• Knowledge Channel FoundationflagshipStrategic or Co-development Partner · 6 October 2025Education and health content partnership. Launched 'Gen H: Generation Healthy' TV series for health education in schools. AIA Healthiest Schools program reaches 7,200+ Filipino youth through educational content.
• Anytime Fitness PhilippinescoreGTM or Marketing Partner · 29 September 2025Partnership to expand AIA Vitality wellness program and broaden access to fitness facilities. AIA Vitality members gain access to Anytime Fitness gyms as part of wellness rewards.
• The Medical CitycoreStrategic or Co-development Partner · 18 July 2025Healthcare partnership bringing back Hope Mobi-Clinic for free breast cancer screenings. Provided free breast screenings for 1,000 women. Also partnered on PHP 10M MOA for community health initiatives.
• UAAP and PVLminorGTM or Marketing Partner · 16 January 2025Sports sponsorships supporting young athletes in UAAP basketball and PVL volleyball leagues.
• Electric Studio and Flyweight BoxingminorGTM or Marketing Partner · 13 January 2025Fitness partnerships providing exclusive workout experiences for AIA Vitality members. Includes cycling and boxing workouts as part of wellness rewards program.
• MediCard PhilippinescoreStrategic or Co-development Partner · 28 September 2022AIA Philippines completed acquisition of MediCard in March 2023. MediCard provides healthcare network services and was relocated to AIA Tower Makati in November 2025 to strengthen healthcare network for Filipinos.
• PCP Foundation (Corazon S. Atayde Memorial Foundation)minorStrategic or Co-development Partner · 18 August 2022Partnership to bring healthier habits to Philippine schools through community health initiatives.
• Tottenham HotspurflagshipGTM or Marketing Partner · 16 May 2022Global partnership as Official Principal Partner. Includes AIA One Billion Week, coaching clinics in Philippines (Baguio, Iloilo), football tournaments, and 'Here to Play' campaign with trips to watch Tottenham matches in Hong Kong and London.
• AIA Group LimitedflagshipOthers · 16 May 2022AIA Philippines is part of AIA Group, the largest independent publicly listed pan-Asian life insurance group. AIA Group operates in 18 markets with USD 289 billion+ in total assets.
• The Medical CitycoreStrategic or Co-development Partner · 18 February 2022PHP 10 million Memorandum of Agreement for community health initiatives and breast cancer awareness programs.
• Bank of the Philippine Islands (BPI) / BPI AIAcoreChannel Partner/ Reseller/ Distributor · 1 January 2009Bancassurance partnership formed in 2009 creating BPI-Philam Life Assurance Corporation (BPLAC/BPI AIA). Provides distribution of AIA life insurance products through BPI bank branches nationwide.

Scale indicators12 records

Recent moves8 records

Expansion highlights6 records

Direct peers

• Allianz PNB Life: Joint-venture life insurer between Allianz and Philippine National Bank, offering individual life, health, and investment-linked products via bancassurance. Same bancassurance-plus-agency distribution model as AIA Philippines.
• Manulife Philippines: Major multinational life and health insurer operating in the Philippines with a comparable agency-led model and product portfolio (life, health, investment-linked). Notably, AIA Philippines' CMO Melissa Henson previously served as SVP and CMO at Manulife Philippines.
• Insular Life (Insular Life Assurance Company Ltd.): One of the largest Filipino-owned life insurers, with a long domestic history and broad individual/group life and health product portfolio. Closest local incumbent comparable in agency-led distribution.
• Sun Life Philippines (Sun Life of Canada Philippines): One of the largest life insurers in the Philippines, offering individual life, health, and wealth products through agency and bancassurance channels. Directly competes with AIA Philippines for the same mass-affluent and HNW segments.
• BDO Life Assurance Company: Life insurer affiliated with BDO Unibank, the Philippines' largest bank by assets. Direct bancassurance-led peer that, like AIA Philippines' BPI AIA partnership, leverages a major bank branch network for distribution.
• Pru Life UK (Philippines): Direct UK-headquartered life insurance peer offering individual life, health, and investment-linked products through agency and bancassurance. Competes head-to-head with AIA Philippines in the VUL and protection categories.
• FWD Life Philippines: Pan-Asian life insurer operating in the Philippines with a strong digital-distribution focus. AIA Philippines' Chief Agency Officer Vincent Chong previously held senior roles at FWD Group, illustrating direct talent overlap and competitive positioning.
• Etiqa Life and Health Insurance Philippines: Maybank-affiliated life and health insurer in the Philippines offering similar individual life, health, and savings products. Competes for the same middle-market and emerging-affluent customer base.
• AXA Philippines: Global insurer with a Philippine life and health operation offering individual and group protection products. Comparable in scale, product breadth, and bancassurance-plus-agency distribution model.

Regional players

• United Coconut Planters Life Assurance Corporation (Cocolife): Filipino-owned life insurer with strong group/employee-benefits focus and broad individual life and health offerings. Comparable in product mix though distribution model leans more on group and traditional agency channels.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat7 records

Key risks5 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/aiaphilippines
• Facebookfacebook.com/AIAPhilippines
• LinkedInlinkedin.com/company/aiaphilippines
• Instagraminstagram.com/aiaphilippines

Compliance7 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles14 records

Subsidiaries3 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about AIA Philippines