In an industry where convenience and customer experience have become as important as coverage itself, Etiqa Philippines is setting new standards through a comprehensive suite of digital platforms designed for policyholders, healthcare providers, and corporate partners. By investing heavily in innovation, the insurer is advancing its vision of being a truly customer-centric and digitally enabled player in the Philippine market.
At the forefront of this transformation is the Etiqa Smile PH App, a mobile platform that empowers members to take control of their insurance needs with ease. The app recently earned the Customer Service Initiative of the Year award at the Insurance Asia Awards 2025, a recognition that highlights Etiqa’s success in reshaping customer engagement. Through the Smile PH app, users can file claims, check benefits, request consultations, and even settle payments — all through their smartphones. For those who prefer desktop access, a web-based Members’ Portal offers the same functionalities, ensuring accessibility and convenience across devices.
The Smile PH app also connects members to Etiqa’s extensive network of more than 1,500 accredited hospitals and clinics nationwide. With just a few taps, users can locate nearby healthcare providers, ensuring that medical support is always within reach. This ease of access reflects Etiqa’s commitment to simplifying what has traditionally been a complex and paper-heavy process for both patients and providers.
Healthcare partners are equally supported through Etiqa’s digital ecosystem. Hospitals and clinics now have access to a Provider Portal, which allows them to request Letters of Guarantee (LOG) online for consultations, laboratory services, emergency cases, and confinement. The portal also streamlines billing submissions, minimizing delays and administrative hurdles. Physicians benefit from a Doctor’s App that simplifies patient-related transactions, while corporate clients are given an HR Portal that enables employee data uploads, medical transaction monitoring, and oversight of key activities such as annual physical exams. Collectively, these tools enhance efficiency and reduce workload while ensuring quality healthcare access for employees.
Customer service has also been elevated through Etiqa’s 24/7 virtual assistant and chatbot, available on its website to address queries, complaints, and support requests instantly. This initiative earned recognition in 2024 industry awards, further cementing Etiqa’s reputation as a digital-first insurer. Looking ahead, the company is preparing to launch Smile PH App Plus in early 2026. The enhanced version will feature an even more user-friendly interface, new functionalities, and the ability for members to purchase additional insurance policies directly within the app.
Etiqa’s digital strategy is also strengthened by its global connections. Its partnership with Insurope, an international network of employee benefits providers, expands its multinational coverage, ensuring consistent protection for global companies and their employees. Supported by best practices from its Malaysian head office, Etiqa Philippines continues to deliver globally informed innovations tailored for the local market.
According to Philippe Guzman, Head of Digital and Technological Services at Etiqa Philippines, the company’s mission is clear, “Our goal is to design solutions that anticipate client needs and simplify complex processes. By integrating innovation at every touchpoint, we’re making insurance more accessible and intuitive for all.”
Anthony Lou Bernabe, President and CEO of Etiqa Philippines, added that the company’s approach goes beyond technology, “Our digital platforms are designed with one clear purpose — to make the insurance experience smarter, faster, and more inclusive for everyone we serve. Innovation is not just about technology; it’s about empowering our members, partners, and communities with the tools they need to live more secure and meaningful lives.”
By combining cutting-edge digital tools, customer-first design, and global expertise, Etiqa is redefining how insurance is delivered in the Philippines. From mobile apps to provider portals, each innovation reinforces its mission of creating a smarter, more connected, and more supportive insurance ecosystem.