[PHOTO] Capital Brew’s official opening ceremony, led by PFI Group President and CEO Jaeger Tanco (2nd person from right). He was joined by (from left) Dra. Eilyn Evora-Ayuste, Ms. Michelle Ambagan, and Dr. Antonio Cena.
The Philippines First Insurance (PFI) Group has unveiled a new concept designed to reshape how Filipinos approach financial discussions, officially opening Capital Brew on 10 February 2026 as a relaxed venue where conversations about insurance, investments, and financial planning can begin over coffee instead of across office desks. The initiative reflects a growing industry shift toward more approachable, client-centered engagement, particularly aimed at younger generations who value comfort, informality, and personal interaction when making financial decisions.
The concept was inspired by findings from the PhilLife Meter: Feeling the Insurance Pulse of Pinoy Gen Y and Z, a research study examining how Millennials and Gen Z Filipinos prefer to receive financial information. According to the report, 58% of respondents rely on financial agents as their primary source of financial guidance, while half said they would directly contact an insurance agent when considering coverage. Notably, 72% indicated a preference for face-to-face consultations, and 43% favored meeting in a comfortable setting rather than a formal office. The data suggests that despite the rapid rise of digital platforms, personal interaction remains a crucial factor in building trust and understanding in financial planning.
Located at the Filinvest One Building within Northgate Cyberzone in Alabang, the café offers premium coffee and pastries alongside a space intentionally designed for meaningful dialogue between clients and financial advisors. The environment aims to reduce the pressure and intimidation that some individuals associate with traditional financial consultations, replacing it with a welcoming atmosphere that encourages open discussion and thoughtful decision-making.
PFI Group President and CEO Jaeger Tanco explained that the goal is to meet people where they feel most at ease. He noted that financial decisions are deeply personal and that creating a familiar, relaxed setting allows conversations to flow more naturally. By removing barriers and formalities, the company hopes to make financial planning a more approachable part of everyday life rather than an intimidating task postponed for later.
Beyond consultations, the venue is also envisioned as a community hub that will host events, informal talks, and learning sessions focused on financial wellness. By blending lifestyle elements with professional guidance, the space seeks to transform traditional advisory meetings into engaging discussions that build confidence and strengthen relationships between clients and advisors.