FWD Life Accelerates Growth With Digital-First Strategy and Market Expansion
FWD Life has reported impressive growth in the first half of 2025, achieving P26 billion in premiums and positioning itself as a leading player just behind Sun Life, which posted P29 billion. The insurer has rapidly built its business in just 12 years, a feat that took other competitors over a century to accomplish. This swift ascent highlights FWD's strong market presence and strategic initiatives.
FWD holds the top spot in the single-premium insurance sector, largely driven by a bancassurance partnership with Security Bank, giving it access to over 2.4 million customers. This partnership has enabled penetration rates of up to 15 percent, showcasing the effectiveness of its distribution and customer acquisition strategies. Additionally, the company's strong sales performance is reflected in its second-place ranking in the 2025 Million Dollar Round Table.
Digital transformation has been a key driver for FWD's rapid growth. With more than 77 percent of transactions conducted online, the company leveraged digital platforms to enhance customer experience and operational resilience, particularly during market disruptions like the pandemic. This digital-first approach has helped FWD grow approximately four times faster than the overall life insurance industry growth of 9 percent over the past four years.
Customer satisfaction remains a critical focus for FWD Life, where it ranks highly among its peers according to independent surveys. The company's emphasis on efficient claims processing addresses a common industry challenge, contributing to improved client service and retention.
Looking ahead, FWD plans to expand into the traditional insurance product market, which currently accounts for 70 percent of the industry. Starting in 2026, the company intends to offer education and retirement insurance plans, maintaining its digital-first strategy and straight-through processing to streamline customer interactions and bolster market competitiveness.
Supported by robust shareholders like Pacific Century Group and rated investment-grade by Fitch and Moody’s, FWD Life is positioning itself to challenge the dominant player Sun Life for market leadership. The company aims not only to increase its market share but also to redefine customer perceptions of insurance through innovation and service excellence.