AIA Philippines Life and General Insurance Company Inc. (AIA Philippines), formerly Philam Life and now the domestic arm of Hong Kong-based insurer AIA, took home three major accolades at the Insurance Asia Awards 2025, a regional awards program that recognizes the most outstanding insurance companies across Asia.
The life insurer was recognized for two of its digital innovations—iRecruit and PamilyaProtect—and was also awarded Employee Engagement Initiative of the Year. The wins reflect AIA Philippines’ strong push to expand access to protection, enhance the customer, distributor and employee experience, and build a more connected, purpose-driven organization.
Modernizing recruitment with iRecruit
AIA Philippines was recognized for iRecruit, its digital recruitment platform built to enhance the way it brings in agency talent, as Digital Transformation Initiative of the Year. The platform iRecruit allows the company to attract, license, and onboard financial advisors much faster and with a better candidate experience.
“Our digital recruitment platform is built to simplify and accelerate our recruitment processes. Designed with both recruiters and candidates in mind, iRecruit enables seamless end-to-end recruitment—from candidate sourcing and profiling to onboarding—all in one intuitive interface,” said Melita Teo, President and CEO, AIA Philippines. “With iRecruit, we’ve also allowed our teams to dedicate more time to meaningful relationship-building and comprehensive support for new advisors.”
iRecruit covers the entire candidate journey, from pre-licensing to onboarding, and includes a centralized content hub, automated compliance updates, and smart workflows powered by machine learning. This is one of the ways AIA Philippines is using technology not just to improve efficiency, but also to make meaningful human interactions easier.
Breaking barriers with PamilyaProtect
BPI AIA Life Assurance Corporation (BPI AIA), the strategic alliance between the Bank of the Philippine Islands and AIA Philippines, also won for PamilyaProtect, a fully digital, mobile-first life insurance product. It was named Digital Insurance Initiative of the Year by Insurance Asia.
“PamilyaProtect was created to break down the usual barriers, price, complexity, and inaccessibility,” said Teo. “We wanted to offer a simple, affordable option for families who may not have considered insurance before. This recognition tells us we’re on the right track.”
Launched through Facebook Messenger and now available via a dedicated e-commerce site, BPI AIA’s PamilyaProtect is designed for mobile-first access, with a fast, paperless application process and easy-to-understand benefits. Premiums start at just PHP 417 per year, with coverage of up to PHP 2 million, plus accidental death, disability, and hospital confinement benefits. The platform was built to make insurance approachable, even for first-time users, and has helped BPI AIA reach more Filipinos in underserved communities.
Cultivating a people-first culture that delivers
Rounding out its wins, AIA Philippines was awarded Employee Engagement Initiative of the Year for its commitment to building a workplace where employees feel supported, heard, and empowered.
“At AIA Philippines, employee engagement means showing up not just to work—but to make a difference,” said Ellen Imasa, Chief Human Resources Officer, AIA Philippines. “This recognition reflects our unwavering commitment to building a culture where every employee feels empowered, valued, and connected to a greater purpose. By investing in their growth, well-being, and sense of belonging, we enable our people to thrive and bring the best version of themselves at work.”
The company’s approach to employee engagement brings together a wide range of initiatives that strengthen culture, collaboration and shared identity across teams. Programs under Grow@AIA support learning and leadership development. AIA Philippines also invests in employee well-being through its Wellbeing@AIA framework; physical activity programs like the AIA League, and financial wellness initiatives. The results speak for themselves: higher employee satisfaction, stronger engagement, and recognition as one of the best places to work in the industry.
With this triple win, AIA continues to lead with purpose, leveraging technology to serve customers better, while fostering a culture where people and innovation thrive. As a strong and unified organization under One AIA — comprising AIA Philippines, BPI AIA, AIA Investment Management, and MediCard — AIA offers comprehensive and integrated solutions that address the health, life protection, savings, retirement, and investment needs of Filipinos, empowering them to live healthier, longer, better lives.
