EastWest Ageas president and chief executive officer Sjoerd Smeets has been elected president of the Philippine Life Insurance Association (PLIA). He officially began his term during the January 30 induction ceremony led by Insurance Commissioner Reynaldo Regalado, alongside the new board of directors and committee chairpersons.
In his acceptance speech, Smeets emphasized that while the local insurance industry is growing, more work remains.
PLIA will now prioritize raising insurance awareness, particularly among Generation Z, as part of a broader push to improve financial literacy and money management among Filipinos.
“Beyond awareness, we must deliver high-quality, trusted service. We need to raise the bar in our commitment and outreach, working with government initiatives that promote financial inclusion. Our solutions and services must help people pursue the future they deserve,” Smeets said.
Smeets has led EastWest Ageas since 2022, introducing plans such as Life Advantage, Sure Start, Dream Builder, Future Assure, and Future Assure MAX, designed with straightforward benefits for first-time policyholders. His leadership has guided the insurer to notable growth and milestones in the local market.
Before joining EastWest Ageas, Smeets held senior positions in Ageas’ European operations, gaining experience in serving diverse policyholder needs.
Also appointed during the ceremony was EastWest Ageas Risk Management Head Vinzon Luis Velasquez as PLIA Risk Management Committee Chairperson. Velasquez has been with EastWest Ageas since 2019 and previously served as Assistant Vice President for Pricing.
Founded in 1950, PLIA serves as the umbrella organization for the country’s life insurance companies. Its 32 active members drive the industry’s growth to support the Philippines’ socioeconomic development.
