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Manila Bulletin devider Business devider Banking & Finance devider Gift for the afterlife: St. Peter targets Valentine's shoppers

Gift for the afterlife: St. Peter targets Valentine's shoppers

Published Feb 13, 2026 10:38 am
St. Peter Life Plan Inc., the country’s largest pre-need memorial provider, is repositioning death care as core component of financial planning this February, urging Filipinos to view memorial preparedness as pragmatic “act of love” rather than a morbid necessity.
As the country celebrates Valentine’s Day, the company is targeting a broader demographic beyond the elderly, framing its life plans as hedge against inflation and shield for family members against the sudden financial shocks associated with end-of-life arrangements. The initiative comes as the cost of funeral services in the Philippines continues to rise, driven by increasing labor costs and the higher price of memorial materials.
Jonathan B. Vitangcol, St. Peter Life Plan president and chief executive officer, said the company aims to redefine the cultural perception of life plans from fear to responsibility.
Love is a deliberate act of commitment, and choosing a life plan ensures a family’s peace of mind is protected against future uncertainties, Vitangcol said in a statement.
The company's portfolio includes traditional and cremation life plans designed to lock in memorial service packages at current prices, shielding beneficiaries from future price hikes. St. Peter’s plans are structured to be “anti-inflationary,” an attractive feature for middle-class Filipinos concerned about the diminishing purchasing power of the Philippine peso. By paying for services at today's rates, planholders effectively bypass the rising costs of wood, metal, and professional services that typically appreciate over time.
Beyond the logistical benefits, St. Peter is emphasizing the “assignability” of its plans, which allows the contract to be transferred to any deceased person, providing flexibility for families with changing needs.
The plans also incorporate various insurance features, such as credit life coverage and cash assistance. Under specific qualifying conditions, the company offers a waiver of installments, ensuring that the plan remains active even if the primary payor faces unforeseen hardships.
For over 50 years, the company has leveraged its nationwide branch network to maintain its position as the market leader in the pre-need sector.
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