Leading with Purpose in the Future of Finance

At Singlife Philippines, financial independence is more than a goal. It’s the driving force behind every product, decision, and innovation. As a purpose-led fintech insurer, the company is redefining how financial services are built and delivered: fully digital, customer-centric, and designed to give Filipinos greater control over their financial futures. 

In this second installment of Inside Singlife Philippines: Leadership Perspectives, Chief Executive Officer Lester Cruz shares how Singlife’s mission shapes its long-term vision and leadership approach. From developing accessible, future-ready solutions to leading with clarity and intent, this feature highlights how Singlife Philippines is building a new standard in digital finance—one that turns purpose into real, lasting progress.  

1. Singlife was built with a strong sense of purpose—to help Filipinos achieve financial independence. How do you keep that purpose front and center while driving innovation and business growth? 

At Singlife Philippines, our purpose, to help Filipinos achieve financial independence, isn't just a mission statement; it's the lens through which we make every decision. We keep this purpose front and center by consistently putting our customers at the heart of what we do. That means deeply understanding their evolving needs, preferences, and aspirations, and then designing solutions that fit seamlessly into their lives.  

Innovation, for us, isn’t about technology for its own sake, it’s about using digital tools to simplify, personalize, and enrich every interaction. We’re focused on making the financial journey not just easier, but also more engaging and rewarding. Whether it’s through relevant insurance plans, real-time policy management, or rewarding experiences, we aim to make the process of protecting and growing one's finances feel intuitive and even fun. 

We actively listen to our customers, using data and direct feedback to shape our offerings and continuously improve how we connect with them. From onboarding to claims, we strive to create moments of delight that build trust and foster long-term relationships. By staying agile and customer-obsessed, we ensure that our innovations are always grounded in real value, empowering more Filipinos to take charge of their financial future with confidence. 

2. As the first all-digital life insurer in the Philippines at launch, how do you see the role of fintech evolving in reshaping the insurance industry?  

As the first all-digital life insurer in the Philippines at launch, we proudly took a bold step forward, not just for ourselves, but for the entire industry. We’re secure in our position as pioneers, and we see that leadership as a responsibility, not a territory to defend. Fintech has the power to fundamentally reshape how insurance is experienced, making it more accessible, transparent, and relevant to how people live and interact today.  

But real transformation doesn't happen in isolation. We want to see more players enter this space, because a thriving, competitive digital insurance ecosystem ultimately benefits the Filipino consumer. The more innovation, collaboration, and disruption we see, the faster we move as an industry toward better, smarter, more human-centered solutions.

Together, we can raise the bar, challenge outdated norms, and redefine what insurance means for this generation. The more we open up and evolve as an industry, the closer we get to truly helping every Filipino achieve financial independence. 

3. What does financial empowerment really mean to you—and how do you think companies like Singlife can make it more tangible for everyday Filipinos? 

For me, financial empowerment means having the security, peace of mind, and confidence to live life on your own terms. It’s about knowing that no matter what happens, you’re in control, not just of your money, but of your future. Whether that means saving for your child’s education, starting a small business, or simply being able to say "yes" to opportunities without fear, financial empowerment gives you the freedom to choose the life you truly want. 

At Singlife, we believe that this kind of empowerment should be tangible, practical, and within reach for every Filipino. That’s why we build solutions that are simple to access, easy to understand, and designed to grow with our customers’ goals. From affordable protection plans to digital tools that help track and grow savings, we’re focused on giving people not just products, but a sense of progress, so they feel supported and confident every step of the way. 

Ultimately, our role is to make financial empowerment more than a buzzword. It should feel real in everyday decisions, big and small. That's what we’re here to deliver. 

4. As a leader, what future are you trying to build—not just for the business, but for the industry and the people it serves? 

As a leader, the future I’m working to build goes beyond just growing our business, it’s about reshaping how people see and experience insurance in their daily lives. We’re creating a new norm for insurance distribution, where digital-first, fully self-service fulfillment becomes the standard, not the exception. Our goal is to remove the traditional barriers, complexity, paperwork, and intimidation—to make insurance as familiar and effortless as owning a smartphone or using social media. 

Imagine a Philippines where insurance is no longer seen as a luxury or an afterthought, but as a basic part of life, as natural and essential as having a car or a bank account. No stress, no second-guessing, just protection and peace of mind, always there when you need it. 

We want to help move the industry from a “push” model to a “pull” mindset, where Filipinos actively seek out insurance because they see real value in it. That’s how we build a more financially secure society. By using technology to simplify access and amplify impact, we’re not just modernizing insurance, we’re making it personal, accessible, and truly relevant to every Filipino’s life. 

Lester Cruz is the Chief Executive Officer of Singlife Philippines. He has over 19 years of work experience in various roles within the banking and financial services industry. He has held leadership positions in notable organizations such as UNO Digital Bank, CIMB Bank Philippines, Inc., and Citicorp Financial Services and Insurance Brokerage Philippines, Inc., where he demonstrated expertise in customer franchise development, product and partnerships management, wealth management, and strategic leadership.