PhilFirst has partnered with AI-enabled insurtech platform ProTech to digitize how insurance is sold, managed, and serviced in the Philippines, making it easier for consumers to buy and use insurance through digital channels.
The partnership combines PhilFirst’s more than 100 years of experience in non-life insurance with ProTech’s AI-powered insurance platform, which is already used across South Asia and other emerging markets. The companies said the collaboration will help insurers, lenders, retailers, and digital businesses integrate insurance directly into their customer transactions.
Founded in 1906, PhilFirst is one of the Philippines’ oldest non-life insurance companies and is part of the Philippines First Insurance Group. ProTech is headquartered in the United Arab Emirates and provides technology that automates insurance enrollment, policy administration, customer support, and claims processing.
For consumers, the partnership aims to simplify what has traditionally been a paperwork-heavy process. Instead of managing insurance separately, customers can enroll, access policies, receive support, and file claims through a digital platform.
The companies said the approach also supports businesses that want to offer insurance as part of their existing services, allowing protection products to be embedded into online purchases, loans, and other customer transactions.
“At PhilFirst, our century-long legacy has always been anchored on trust and an unwavering commitment to the Filipino people,” said Analiza Evasco, chief operations officer of PhilFirst. “As the lifestyle of our consumers evolves, our delivery of protection must evolve with them. Partnering with ProTech allows us to infuse our time-tested underwriting expertise with world-class AI technology.”
Insurance companies worldwide are increasingly investing in digital platforms and artificial intelligence (AI) to reduce manual work, speed up claims processing, and improve customer experience. In the Philippines, where digital banking, e-commerce, and online financial services continue to grow, embedded insurance is becoming a larger opportunity for insurers and technology providers.
“The strongest insurance ecosystems are built by combining trust with technology,” said Azer Villola, country general manager of ProTech Devices Insurance Agency. “PhilFirst brings an invaluable, century-long legacy of protection, while ProTech introduces intelligent digital capabilities. Together, we are raising the standard of customer protection, making it more accessible, responsive, and perfectly aligned with the expectations of today’s digital consumers.”
The companies said the partnership is designed to help expand access to insurance by combining PhilFirst’s underwriting expertise with ProTech’s AI-powered platform, giving businesses a simpler way to offer insurance while making it easier for Filipinos to purchase, manage, and use their policies online.