EastWest Ageas Top Executive inducted as Philippine Life Insurance Association President

EastWest Ageas President and CEO Sjoerd Smeets has taken on a bigger role in shaping the future of the local insurance industry after being elected as the new President of the Philippine Life Insurance Association (PLIA). His induction marks a new chapter for the organization as it looks to widen insurance awareness and financial literacy among Filipinos, especially the younger generation.

With a focus on trust, inclusion, and easy-to-understand insurance solutions, Smeets aims to push the industry to do more than sell policies. The goal is to make insurance more relevant, accessible, and meaningful for everyday Filipinos as they plan for their future.

EastWest Ageas President and CEO Sjoerd Smeets has been elected as the head of the Philippine Life Insurance Association (PLIA). During the January 30 induction ceremony led by Insurance Commissioner Reynaldo Regalado, Sjoerd Smeets formally began his presidency alongside the newly appointed Board of Directors and Committee Chairpersons.

EastWest Ageas President and CEO, Sjoerd Smeets during his acceptance speech at the Philippine Life Insurance Association (PLIA) induction ceremony

In his acceptance speech, Smeets said that despite the local insurance industry’s growth, more work must be done. Thus, PLIA will now focus on raising insurance awareness, particularly among Generation Z. This is part of the organization’s wider mission to improve Filipinos’ financial literacy and money management.

More than just insurance awareness, Smeets stressed the importance of delivering high-quality and trusted service to the people. He furthered, “We need to raise the bar in our commitment and outreach, as we work hand-in-hand with government initiatives that foster financial inclusion for all. This means our solutions and services must work for the people to inspire them to pursue the future that they deserve.”

EastWest Ageas President and CEO, Sjoerd Smeets (fourth from the right) along with other newly appointed Board of Directors and Committee Chairpersons during the Philippine Life Insurance Association (PLIA) induction ceremony.

Smeets has been heading EastWest Ageas since 2022. Since then, the insurer has launched plans like Life Advantage, Sure Start, Dream Builder, Future Assure, and Future Assure MAX. These plans have straightforward benefits, making them easier for first-time policyholders to understand.

With his decades of experience in the insurance industry, Smeets has helped EastWest Ageas, through his leadership, grow and achieve milestones in the local insurance market.

Before EastWest Ageas, Smeets had previously held key leadership positions in Ageas’ European markets, proving his ability to adapt to global policyholders’ needs.

Meanwhile, EastWest Ageas Risk Management Head Vinzon Luis Velasquez was also appointed as PLIA Risk Management Committee Chairperson. He has been with EastWest Ageas since 2019 and previously served as its Assistant Vice President for Pricing.

Founded in 1950, PLIA serves as an umbrella organization for all Philippine life insurance companies. Its 32 active members drive the life insurance industry’s growth to support the country’s socioeconomic development