Frederico Rona, Cocolife Vice President and Head of Commercial Business and Sales, emphasized Cebu’s crucial role in the company’s growth strategy, “We believe the future of the insurance industry lies beyond Metro Manila, particularly in fast-developing regions like Cebu. This event allows us to reach our sales force and encourage more Visayans to explore a career in financial advisory.”
Expanding sales force, regional strategy
Cocolife is shifting from a Metro Manila-centered approach to a regional expansion strategy, ensuring that insurance services reach more Filipinos.
“This is the first time we are holding a Sales Congress outside Metro Manila. Normally, our kickoff events are centralized, but this year, we are bringing our brand closer to the regions. We started in Luzon, now we are in the Visayas, and next, we will head to Mindanao,” Rona shared.
To support this, Cocolife is actively recruiting more financial advisors and agency leaders.
According to Edward Robin Gonzales, Vice President and Head of Agency Channel, the company’s priority is to grow its sales force to better serve clients across the country.
“Our first direction is to expand our sales force through recruitment. By adding more financial advisors and leaders, we can reach more clients and provide them with financial protection and security,” Gonzales said.
Cocolife’s efforts are not only aimed at expanding its market share but also at empowering its sales force.
Janet Caldevilla, Senior Manager and Area Head of Central Visayas, spoke about the impact of the Sales Congress on motivating agents.
“The sales congress helps a lot. It boosts morale and provides agents with the tools they need to succeed in a competitive market,” she said.
Events like these help agents stay up-to-date with new products, sales techniques, and the latest industry trends, ensuring they can effectively meet the evolving needs of their clients.
Training, digital transformation, and incentives
Cocolife ensures that its advisors undergo immense training in both selling skills and ethical practices.
“Our agents go through extensive training, including seminars on selling techniques and the code of ethics mandated by the Insurance Commission. We conduct licensing exams and market conduct training to ensure compliance with all regulatory requirements,” Gonzales stated.
Beyond traditional training, Cocolife is investing in digital tools to enhance agent performance.
“Insurance products may be similar across companies, but what sets Cocolife apart is our dedication to service and innovation. We are helping our advisors build their digital presence, which is key to staying competitive in today’s market,” Rona explained.
To keep its sales force motivated, Cocolife offers travel incentives, monthly rewards, and career development programs, to ensure the continuous growth for its advisors.
Cebu’s strong performance and Cocolife’s commitment
Cebu has consistently ranked among Cocolife’s top-performing locations nationwide. “Last year, the highest sales in our entire company came from a Cebu-based agency. This proves that there is a growing demand for financial literacy and insurance solutions in the Visayas,” Rona revealed.
Cocolife aims to meet its national target of advisors by recruiting more agents in the Visayas region. That’s why we are making a conscious effort to engage with communities in the Visayas and Mindanao,” Rona added.
Innovative approaches and expanding outreach
Furthermore, Antonio Leong III, Senior Manager and Bancassurance Head for Visayas, stressed the company’s emphasis on need-based selling, “We are trying to improve the need-based selling approach, which aligns better with the financial goals of our clients.”
The company is also working on strengthening its presence through its MallAssurance initiative, led by Vice President Rowena Agustin.
Its MallAssurance channel, initially launched in SM Malls, has been so successful that Cocolife is now looking to expand beyond SM locations.
“Our goal is to make insurance services more accessible to the public. By expanding MallAssurance, we are bringing financial products closer to customers in high-traffic areas,” Agustin said.
This expansion represents a shift in the way insurance is traditionally sold, making it more visible and accessible in everyday spaces where people shop, work, and spend
leisure time.
As Cocolife continues to expand its footprint and strengthen its presence in Visayas, the company’s dedication to financial security and its drive for innovation and regional outreach ensures that more Filipinos across the nation can access reliable financial services and achieve long-term security. (SPONSORED CONTENT)
