First Life is a company well-known for its organizational strength and its steadfast promise of financial protection to the Filipino family. Keeping to its thrust, First Life works to provide long-term financial security for the family, promoting life insurance as the only product that provides real leverage to face the uncertainties of the future.

So what could be the secret to First Life's success? A big part of the company's success derives from its People, Strategic Partnerships and Community Involvement.

People at Their Best

One of the main factors behind First Life's staying power amidst tumultuous times are its people. The company thrives on a simple philosophy - "relationship based sale". This same philosophy provides clients with a deep understanding of products they have purchased. The exchange is supported by people who always reach out to clients, making sure the relationship is built to last - a reason why First Life remains strong and competitive.

Celebrating 50 solid years of excellence, First Life places value in the future of its clients, employees and financial planners by keeping its promise to serve, protect, and assure the financial well-being of others.

The First Life philosophy is really about building meaningful relationships with customers, enabling them to achieve financial freedom. This commitment is evident in First Life's long-time faith in traditional permanent life insurance products.

"We're not in the business of making the most money, we are here to deliver the best value to our clients who have supported us over the years, and as a result, everybody involved in the company is going to be benefitting from that," says Peter Coyiuto, President & CEO of First Life.

First Life continues its evolution towards creating strategic partnerships with the world's finest. In 1996, it was chosen to be the local pooling partner of Swiss Life Insurance and Pension Company, the world's largest employee benefits network. A year after, it forged another strategic international alliance with Dai-ichi Mutual Life Insurance Company of Japan.

With 50 years of experience, First Life is among the country's leading providers of employee benefit products and services. It finds itself in the leading position in group business due to its financial strength and professionalism in providing high standards of customer service to its clients.

First Life has been recognized for reinvesting 100% of earnings in the Philippine economy as it remains to be purely Filipino. With branch offices situated in various strategic locations all over the Philippines, First Life is committed to deliver world-class insurance products and services that evolve and scale to meet the ever-changing needs of its clientele. In the light of the continuing globalization and the rapid development of emerging economies, the steady, yet deliberate, growth of the Swiss Life Network is bound to continue over the years to come.

With First Life's long-held reputation for safety, stability and performance, the company stands in good stead and is well placed to weather any potential financial crisis. In fact, according to Peter Coyiuto, "the current economic climate provides an opportunity for First Life and the company is going to make it in much better shape than most others." With its strong partnerships and clients' trust and faith, First Life is able to create long-lasting ties, nurturing relationships through the years.

50 Years of Passion
to Fulfill Corporate Social Responsibility

Child's play: First Life's Lorna Lao (left) and Josie Gotohio care for less-privileged children through the CRIBS Foundation.

First Life salutes its financial planners, (L-R) Ester Sy and Lourdes Yao for their dedication to both their career and social responsibility.

First Life employees and financial planners are among the strongest advocates of corporate social responsibility. First Life CEO, Peter Coyiuto, says, "Our core business is protecting families, ensuring that the family is financially provided for in the event something unexpected happens to the breadwinner. It is, therefore, especially touching to learn that many kids are abandoned every year because of poverty. Our hearts go out to them; I'm very happy to know that with the "We Care Fund" many of these innocent kids will be provided with good nutrition with the help of CRIBS Foundation."

As part of its campaign, the company launched "We Care Fund" project to raise funds for the CRIBS (Create Responsive Infants by Sharing) Foundation Inc. CRIBS Foundation provides temporary shelter and holistic residential care to abandoned and surrendered babies from 1-day-old to 4 years old. Financial planners and employees contributed a portion of their income to this fund monthly until the First Life anniversary month of November 2009. First Life organized a party for the kids of CRIBS, dressing up the library with balloons and fairy tale decors. The turnover ceremony of the fund will be witnessed by the kids of CRIBS during First Life's 50th Anniversary on November 11.

"It is a great privilege for our employees and financial planners to have helped several kids by giving part of their income to CRIBS. This 50th year anniversary celebration is about our clients, employees and financial planners and just as important, the charity projects we support" said Peter Coyiuto. "Our people are proud to be part of this community project and this celebration is an ideal time to reinforce that."

Founded in 1959, First Life belongs to the progressive Coyiuto Group of companies. A dynamic provider of financial products and services designed for the protection of the family, First Life Financial Company Inc. has been serving the financial needs of its clients for 50 years. First Life Financial Company, Inc., with a nationwide network of financial planners, provides life insurance, retirement and employee benefit services.

The company's promise established 50 years ago is of significance as we foresee the future of Filipinos to be living life with great financial security. The whole business is managed towards long-term financial strength and economic viability.

Visit the www.firstlife.com.ph for information about the First Life.

First Life, Passion to Fulfill @50!

First Life has moved to the latest innovation by dialing one number to access all our offices nationwide. Another customer service initiative to serve you better!

First Life's Employee of the Year, Rhodalyn T. Magsino being
awarded by CEO, Peter Coyiuto and EVP Jaime Santiago.

Ms. Rhodalyn T. Magsino, 1st Life's Assistant Supervisor for Recruitment & Agency Training, was recently named as "2008 Employee of the Year (EOY)", the company's most prestigious award for employees. Believing that human resource is its most important asset, First Life continues to provide numerous avenues for employee development where a strong track record in the areas of work ethics, building positive relationships and contribution to productivity is recognized and celebrated by the entire organization.

Ms. Rhodalyn Magsino holds a bachelor's degree in Behavioral Science from Miriam College and has been with 1st Life since 1998, holding various responsible positions in the company.

Apart from giving recognition to employees who have rendered notable contribution to the company while upholding
corporate values, the EOY Award also promotes peer recognition as nominations are submitted by fellow employees.

Now on its sixth year, the award continues to motivate and give credit to all the hard work and dedication of First Life employees.

Rosalie "Sally" Aslon
Million Dollar Round Table Achiever for 2008

Who would have thought Rosalie "Sally" Aslon, at age 55, will make a mark at First Life as a Financial Planner. A Management graduate of Far Eastern University, Sally joined the financial services profession in 2003 while working as an auditor for almost 35 years for the Interco company. "Joining this profession is a matter of being in the right place at the right time. I thought being a financial planer is only suited for those in their 30's and 40's but I was mistaken. There is room for everybody regardless of age as long as you have the skills, network and right attitude," stated Sally.

Sally already had an idea of what life insurance is, since she is also a policyholder of First Life. She was convinced by her manager to join First Life in February 2003. At 55 years old she could not believe herself when enrolled for the Professional Agents Enhancement Program (PACE), a program designed to provide new financial planners extensive knowledge in total needs planning, salesmanship, soft skills and mentoring. Several training programs were lined up immediately for her to fast track her career.

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First Life Financial Co., Inc. (First Life) recently celebrated its partnership with banking giant, Citibank in providing life insurance and disability benefits to 5,000 to their employees. The celebration was led by Mr. Peter Coyiuto, President and CEO of First Life and Mr. Nigel Romano, Citibank Regional Head for Citi Business Services & Country Chief Financial Officer - Philippines. Swiss Life, represented by Ms. Margrit Schmid, CEO, Mr. Simon Wirth, Deputy and Mr. Cedric Luah, Head of Sales for Asia-Pacific, is the world's largest employee benefits network operating in over 40 countries worldwide and serving 420 multinational corporations, 160 of which are present in the Philippines, through customized international benefit programs. First Life, which is also celebrating its 50th anniversary this year, has been the Philippine network partner of Swiss Life since 1996.

First Life has three reasons to celebrate this year - Lorna Lao has been named president of the Life Underwriters Association of the Philippines (LUAP), First Life marks its 50th Founding year and launches its new corporate identity.

First Life's Lorna Lao Heads LUAP

Lorna Lao, LUTCF, and agency leader of First Life, has been named president of the Life Underwriters Association of the Philippines (LUAP) for 2009-2010. LUAP is a professional association of life underwriters in the Philippines with more than 1,200 members in the insurance and financial services industries.

Ms. Lao, on her 8th year as financial planner of First Life, has dedicated her career to meeting the needs of her numerous clients, fostering the professional growth and development of her co-life underwriters and protecting the future of the insurance industry.

Lorna's passion for learning has earned her international career marks such as Fellow of Life Underwriter Training Council (LUTC) of the American College, an educational institution from Pennsylvania providing the highest level of academic accreditation for financial services professionals. She has also completed The Essentials of Leadership and Management course, an academic program designed by GAMA International, an association dedicated to supporting the professional development of field leaders in the insurance and financial services with head office in Virginia, USA. Currently, Lorna is finishing her Fellow, Chartered Financial Practitioner (FChFP) designation administered by the Asia Pacific Financial Services Association (APFinSA) of Singapore.

An Interior Design graduate of the University of Santo Tomas, Lorna joined the financial services profession in 2002. What does Lorna find most gratifying about the career? According to Ms. Lao, " The Impact of this job is lasting because I sell relationships not just products, I implement client-specific needs resulting in long-term friendship because at the heart of everything we do as Financial Planner is our mission to provide financial protection for people, and help them achieve financial security. Our work is about humanity at its most emotional level."

She has earned numerous industry accolades such as the Million Dollar Round Table (MDRT) and Top of the Table qualifications. MDRT is the premier international association of financial professionals where only the top 1% of agents are admitted. First Life takes pride in growing quality agents like Lorna for she embodies the values of a true leader in the life insurance business.

LUAP president Lorna Lao plans to focus her efforts on expanding the implementation key association initiatives and focus efforts on creating more avenues for more active participation among its members. On May 11, LUAP is set to hold its annual convention at the PICC in Manila.

First Guarantee Life Assurance Co., Inc (First Life) is now First Life Financial. The name change reflects the company's evolution from an insurance company focused solely on protection to one involved in diverse financial services, including insurance and investments.

President and CEO Peter Coyiuto stated that "changing the name to First Life Financial creates a powerful brand image that accurately reflects our mission to provide a full range of financial products, making it a Filipino brand leader in both the growth and protection of clients' wealth."
First Life, founded in 1959, belongs to the progressive Coyiuto Group of companies. First Life is the only Philippine network partner of the best providers of employee benefits solutions - Swiss Life, Switzerland and Dai-chi Mutual Life of Japan.

First Life Financial Celebrates its 50th Founding Year

Tripling the celebration, First Life Financial will celebrate its 50th anniversary with special events and activities lined up to commemorate the company's legacy of service to its clients, agency force, employees and the community. First Life marks its 50th Anniversary with a donation to its charity project, Bless the Children (BTC).

President Peter Coyiuto said, "We build a legacy by what we believe in, by who we are and by what we do to others. We believe that we will realize in the life insurance business the profound meaning of legacy with the unique opportunity to give back, not only to our clients but to the community at large and this will be done through BTC and the donation that will help Filipino children."

Further information on First Life can be found at www.firstlife.com.ph.
First Life, 50 years of Passion to fulfill your dreams!