Sjoerd Smeets, President and CEO of EastWest Ageas, has been elected as the new head of the Philippine Life Insurance Association (PLIA). The induction ceremony took place on January 30, led by Insurance Commissioner Reynaldo Regalado, where Smeets formally assumed his presidency alongside the newly appointed Board of Directors and Committee Chairpersons.
In his acceptance speech, Smeets acknowledged the growth of the local insurance industry but emphasized that there is more work to be done. PLIA’s focus under his leadership will be on raising insurance awareness among Generation Z, as part of a broader mission to strengthen Filipinos’ financial literacy and money management skills.
“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. Our solutions and services must work for the people to inspire them to pursue the future that they deserve,” Smeets said.
Driving Accessible and Trusted Insurance
Since taking the helm of EastWest Ageas in 2022, Smeets has spearheaded the launch of accessible and straightforward insurance products, including Life Advantage, Sure Start, Dream Builder, Future Assure, and Future Assure MAX. These plans are designed with clarity in mind, making it easier for first-time policyholders to understand their benefits.
With decades of experience in the global insurance industry, Smeets has guided EastWest Ageas toward key milestones and growth in the Philippine market. Prior to his tenure in the Philippines, he held senior leadership roles in Ageas’ European operations, honing a deep understanding of policyholder needs across different markets.
Strengthening PLIA’s Leadership
Joining Smeets in PLIA’s leadership is Vinzon Luis Velasquez, appointed as PLIA Risk Management Committee Chairperson. Velasquez, with EastWest Ageas since 2019, previously served as Assistant Vice President for Pricing, bringing extensive experience in risk management and insurance strategy to the association.
Founded in 1950, PLIA serves as the umbrella organization for all Philippine life insurance companies. Its 32 active members drive the industry’s growth and play a crucial role in supporting the country’s socioeconomic development.
Under Smeets’ leadership, PLIA aims to combine innovation, education, and trusted service to make life insurance more accessible, relevant, and impactful for every Filipino.
