About us

Company Profile

First Life Financial Co., Inc. (First Life) provides the best financial advice to Filipino families. We strive towards protecting your finances and securing your future. For over 50 years, First Life has maintained a leading position among life insurers in the Philippines. Through an expansive range of individual and group packages, First Life is committed to deliver competitive, world-class service to help your family manage your present and future financial needs.

Mission and Vision

Mission

Vision

In First Life, we aim to provide meaningful, adequate and responsive financial security products and services to every family through placing our customers first. United in the goal of company growth and stability, members of our organization guarantee to treat every client with respect, care, and excellence.




To be the country’s leading life insurance company in:

  • quality of people
  • products and services
  • growth and innovation
  • ethical standards

All member of the organization shall conduct themselves in harmony with organizational philosophies of:

“Customer First”
“Caring for People”
“Passion for Excellence”
“Creativity and Innovation”
“Respect for the Community”
“Growth and Stability”

In pursuit of this vision, we shall be guided by the following core values of:

F ilipinism
I ntegrity
R esponsiveness
S ocial Responsibility
T eamwork
L eadership
I nnovativeness
F amily-Oriented
E xcellence

Meet Our Team

First Life is made up of highly decorated insurers focused on providing indispensable financial guidance. With unyielding determination, our core team treats every client as their top priority.

These are the individuals you can expect to do good business with:

EXECUTIVES AND OFFICERS

Peter C

Peter G. Coyiuto

President and Chief Executive Officer

Miguel Angelo M. Cruz

Vice President for Human Resource and Customer Advocacy

Gina R. Bernando

Manager, New Business Department

Ninian A. Cedo

Manager, Group Insurance Department

Marianito C. Alveniz

Manager, Information Systems Department

Bella J. Ochoa

Manager, Finance Department

Melody Lyn T. Catanaoan

Manager, Human Resource Department

Ronald V. Vergel de Dios

Manager, Individual Insurance Marketing & Sales Department

Erwin U. Perez

Assistant Manager, Office of the Actuary

BOARD OF DIRECTORS

Peter G. Coyiuto

Chairman

Robert G. Coyiuto, Jr.

Vice Chairman

James G. Coyiuto

Director

Samuel G. Coyiuto

Director

Stephanie Michel C. Tay

Director

Sofia Elaine T. Coyiuto

Director

Jane C. Cuyegkeng

Director

Alexander Peter T. Coyiuto

Director

Michael Joseph R. Estaniel

Independent Director

Fernando M. Ordoveza

Independent Director

First Life Milestone

1959

Builders Life Assurance Company, Inc. was established, eventually becoming the Corregidor Life Insurance Company.

1988

The Coyiuto Group of Companies buys Corregidor Life to enter the life insurance industry. It launches First Guarantee Life Assurance Company, Inc. (First Life) as the Group’s life insurance arm, complementing Prudential Guarantee and Assurance Inc., its non-life business venture.

1989

First Life moves to the Makati Central Business District from its home in Escolta.

1990

First Life launches its dividend paying product “Millennium”.

1991

First Life opens its Escolta, Pampanga and Cebu branches.

1993

First Life receives the Life Office Management Association (LOMA) Recognition of Excellence in education, and launches its “Bless the Children” charity.

1995

First Life opens its Pasig Branch in Ortigas Center.

1995

First Life opens its Pasig Branch in Ortigas Center.

1996

First Life forms partnership with Swiss Life.

1997

First Life forms partnership with Dai-chi Life.

1998

First Life President Peter Coyiuto assumes PLIA Presidency.

1999

First Life inaugurates First Life Center, its new corporate headquarters, as well as its Bacolod Branch. The Company reaches the 21 billion level in total life insurance in force, representing 232% growth.

2000

First Life changes its logo.

2001

First Life opens its Lipa Branch.

2002

First Life’s Bless the Children helps “Nayon ng Kabataan” kids with the Booklat & Medical Mission Program.

2003

First Life launches the First Life Values Photo Contest.

2004

First Life advocates Life Insurance with the movie, “Mano Po 2”.

2005

First Life launches retirement product, “1st Cash Builder”.

2006

First Life holds leadership summit.

2007

The Company is renamed First Life Financial Company, Inc.

2009

First Life celebrates its Golden Year.

2011

First Life launches “1st Investment Plus”.

2012

First Life launches “1st Asset Builder 88”, and holds another leadership summit at the Manila Polo Club.

2013

First Life reaches 1 Billion in Premium Income.

2015

First Life launches “1st Investment Dollar Max” and “CA Protect”.

2016

First Life launches “Regular Investment Peso iProtect”. First Life opens a new branch in Dagupan City, Pangasinan.

2017

First Life opens a new branch in Cabanatuan City, Nueva Ecija.

Corporate Governance

ASEAN Governance Scorecard for 2018

Source Documents