Modest Beginnings

The Life Underwriters Association of the Philippines (LUAP) was established by a handful of individuals from different life insurance companies in February 1984 as a response to the growing need for life underwriters in the Philippines to professionalize and distinguish themselves through training, education, and personal development.

In a year prior to its establishment, efforts to form the association gained momentum through the determination and passion for the industry by its notable founders, Mrs. Avelina de Jesus, Mr. Orlando Javier, and Mr. Gonzalo B. Cruz.

Together for A Common Cause

As LUAP slowly took its place in the Philippine life insurance landscape, it attracted the volunteering spirit of movers and shakers of the industry such as Ms. Lourdes del Mundo, Mr. Ricardo Aguila, Mr. Cesar Reyes, Mr. Gregorio Tongko, Mr. Antonio Ignacio, Ms. Tedia Camarillo, Ms. Purificacion Lozare and Mr. Raphael Pacquing. With likeminded individuals working together in this organization, LUAP was subsequently registered with the Securities and Exchange Commission in March 1984.

A Symbol of Strength, Value, and Success

The current LUAP logo was designed by Mr. Fernando “Ding” Acoymo, an enthusiastic volunteer and member of LUAP, intended to symbolize the values that should be embraced by every life underwriter. The logo’s backdrop has the eagle as a symbol of strength, success, and the ambition to soar high. The two eagle heads looking at opposite directions symbolize vigilance and discernment between right and wrong. The eight claws of the eagle outlined in the logo represent the LUA Code of Ethics embodying the common ideas of the organizers. The colors of the logo are blue which symbolizes service and security, and gold which represents productivity and prosperity for all, and white signifying purity of motives and intentions.

Changing the Game

Fast-forward to the era of smartphones, reality shows, and social media, LUAP became part of the highly dynamic landscape of the life insurance industry as well as the society.


In 2013, under the Presidency of Ms. Arlyn Tan, LUAP hosted the 14th Asia Pacific Life Insurance Congress. This was the 2nd time that APLIC was held in Manila with Ms. Nenette Aseniero as the 14th APLIC Chairman. In 2014, under the leadership of Ms. Ms. Cecilia de Mesa, the industry saw the first Voice of LUAP, a contest that showcased the vocal talents of advisors representing different insurance companies. Under the helm of Ms. Janette Tan Lee in 2015, LUAP sought to bring value to its members by coming up with SMS: Sales Mastery Series which became a platform of best practices shared by different advisors and leaders in the industry. It was also the same year when the Fellow Chartered Financial Practitioners (FChFP) program was first offered to provide continuous education and professionalism to the Filipino financial advisor. LUAP also started its Corporate Social Responsibility (CSR) program, “LUAP Gives Back.”


The 32nd Anniversary of LUAP in 2016 brought the biggest membership of over 6,000 people nationwide under the leadership of Mr. Emmanuel Paras. To celebrate the 32nd anniversary, the LUAP Membership Fee was reduced from Php1200 to Php320 to make the membership attractive and accessible to rookies and seasoned members alike.


To make its impact felt by the industry and in the community, LUAP, under the leadership of Ms. Sherry Ong, in 2017 launched its first short film, “Umaga”, a story of a real life insurance beneficiary. The 10th Philippine Life Insurance Congress (PLIC) was also held on that same year.

Bigger and Better

Under the leadership of Ms. Angela Gaw-Flores, 2018 saw the widest reach of LUAP in the industry as evidenced by the most attended PLIC and MDRT echoing event with more than 1,000 registrants. It was also the first time the PLIC was held at the biggest entertainment center in the Philippines, Okada Manila. ACE Awardees and MDRT members were also recognized on that night. To address the growing concern of poaching, LUAP came out with it, “Mr. Poachie” which was shown during the LUAP General Assembly in December 2018. The video sought to provide awareness on ill effect of poaching in the industry.


Having gained strength and traction, LUAP under the leadership of Mr. Francis Nicole Serrano is poised to be more relevant than ever to its members and the industry as a whole through the programs lined up for 2019: the launching of the LUAP mobile app, the re-launch of the LUAP website, the celebration of the 35th Anniversary of LUAP and the 12th Philippine Life Insurance Congress.

Moving towards the future

Our battle cry for 2019 is “GAME CHANGER.” We desire to rally everyone with the mindset that we are the leaders and we are here to change the game. LUAP truly has come a long way. As the founders passed on the baton, 32 Past Presidents have taken the wheel and accepted the challenge of bringing the association to greater heights together with our very passionate Board of Trustees and active volunteers.


This year, as we celebrate the 35th LUAP Anniversary, let us relish the moments and remember how far we have become from our modest beginnings and as we continue moving towards the future.

Past Presidents

Avelina De Jesus
1984-1987 President
Orlando Javier
1988 President
Lourdes Del Mundo
1989 President
Gregorio Tongko
1990 President
Marilou Romero
1991 President
Esther Tan
1992 President
Enrico Calupe
1993 President
Teresita Dada
1994 President
Salvador Cabael (+)
1995 President
Nancy Baluyut
1996 President
Mercy De Baron
1997 President
Remedios Viloria
1998 President
Betty Alejandro (+)
1999 President
Efren Arnaldo (+)
2000 President
Remedios Armendi
2001 President
Atty. Felicisimo Geronimo Jr.
2002 President
Alice Lao O
2003 President
Nenette Aseniero
2004 President
Teresita Perez
2005 President
Rainelda Prostrero
2006 President
Jacquiline Ramos
2007 President
Stephen Ong
2008 President
Lorna Lao
2009 President
Hue Hun Kon Siy
2010 President
Victoria Marcaida
2011 President
Natalia Ong
2012 President
Arlyn Tan
2013 President
Ma. Cecilia De Mesa
2014 President
Janette Lee
2015 President
Emmanuel Paras
2016 President
Sherry Ong
2017 President
Angela Gaw-Flores
2018 President

Board of Trustees

Francis Nico Serrano
Immediate Past President

Nico has been in the life insurance industry for 6 years as Unit Manager of PHILAM LIFE and has served as the Ateneo Graduate School of Business Student Council President for S.Y. 2017-2018. He is a 2-time MDRT qualifier, a GAMA Frontline Leadership consistent awardee, a Registered Financial Planner, a Registered Financial Consultant (Cum Laude), an FChFP graduate and has been serving LUAP as a Board of Trustee since 2013.

Willison Yu
2020 National President

Willison, MDRT, FCHFP, CTEP, CWP, CEPP has been in the industry for 8 years now with PRU LIFE UK. He has also served with LUAP for 2 consecutive years as a Board of Trustee.

Christine Paula Duran
First Vice President

Christine has been in the industry for 8 years as Financial Adviser. She is a consistent Honor Club Awardee and 2014 MDRT Member. She is a Unit Manager of Manulife and has served LUAP as a Board of Trustee for 2 consecutive years.

Karen Yulo
Second Vice President

Karen, CWP, CEPP, FChCP has been a Sun Life financial advisor since 2013 and has been a LUAP member since then. She is a Unit Manager of SUNLIFE and is also an MDRT Member. She has served with LUAP as Board of Trustee since 2014 and she has "No regrets since day 1!"

John Michale Lau
National Treasurer

John, FChFP, MDRT, WMC is a 7-time Star Club Awardee, 6-time International Convention Qualifier, a 7-year MDRT member with 3 Court of the Table honors. He is also a 2012 President Qualifier and 2012 1st Runner-up Agent of the Year. He used to serve as LUAP Board of Trustee in 2012-2013 and  MDRT MCC Philippines Local Chair in 2012-2013.

Agnes Ng
National Secretary
Rachel Arimas
Board of Trustee
Nonna Medina
Board of Trustee
Francis Navarro
Board of Trustee
Dawn Abigail Zoleta
Board of Trustee
Unity Yang
Board of Trustee
Josh Bayabo
Board of Trustee
Cristina Maciba
Board of Trustee
Sharon Ang
Board of Trustee
Ian Cabanilla
Board of Trustee
Justin Aseron
Board of Trustee

Chapter Presidents

Ligaya Nacalaban
2020 CDO Chapter President
Haydee Lumayno
2020 Cebu Chapter President
Jimmy Ty
2020 Leyte-Samar Chapter President
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