Before becoming Country Head and CEO of Sunlife Philippines, JJ Moreno’s path from the Philippine Military Academy to life insurance was anything but linear. Previously serving as a navy officer, working in corporate governance, and holding leadership roles across retail and fintech, each role offered lessons that eventually shaped his leadership of the country’s top life insurer.
One of those lessons came early, during his first year as a cadet at the Philippine Military Academy. “The experience taught me that tomorrow is never guaranteed, so the best thing you can do is give your best today.”
That mindset has stayed with Moreno throughout his career, guiding how he approaches new industries, unexpected challenges, and the decisions that move him forward. Looking back on his journey, he shares the lessons that have shaped and continue to guide his leadership.
Don’t limit yourself to what you already know
Insurance may seem like a leap from retail, fintech, or transportation but, as Moreno puts it, it is in these disconnected paths where you can learn the necessities for the bigger responsibilities of today. He cites the importance of taking every lesson and experience along for every new opportunity.
“Often, some of the most valuable ideas come from applying lessons learned from one industry to another,” he says. The learnings come from venturing into multiple industries, where it’s never really the same.
“Each industry presented a unique set of challenges, customers, business models, and ways of thinking. Those experiences broadened my perspective and taught me lessons that I might not have learned had I stayed in one field throughout my career.”
His multiple ventures meant that he must be willing to thrive within unfamiliar environments, a skill he now applies towards his decision making at Sunlife, where collaboration, tangible results, and a sense of urgency are necessary.
Leadership requires influence, not just authority
Authority alone cannot drive change, something Moreno had to learn after entering an already established force like Sunlife.
“Leading a company at Sunlife’s scale has required me to be more vigilant, more innovative, and perhaps most surprisingly, more extroverted,” says Moreno, who describes himself as naturally introverted, and recalls how he had to become more comfortable working with a large and diverse organization.
“I’ve always been comfortable working behind the scenes, helping drive outcomes without being at the center of attention,” he says. “But at Sunlife, I have the privilege of working with an advisor force of more than 22,000 people across the country.”
With that scale, Moreno had to step out of his comfort zone and become more sociable; someone approachable and easy to communicate with. Collaboration became central to his work, superseding the authoritative aspect of being a CEO. This has allowed him to earn the trust of people and align them around shared goals for the company.
“Sustainable results come not from imposing decisions, but from creating alignment and inspiring people to act with shared purpose. This taught me that leadership is ultimately less about power and more about influence,” he adds.
Take a value-centric approach to business
For Moreno, business leadership rests on three principles: being values-centered, strategy-focused, and results-driven. Of the three, he places values first.
This means balancing the pursuit of results with the responsibility to earn people’s trust and guide an organization in a way that reflects its values. “Strategy and execution remain critical, but understanding what motivates people, earning their trust, and helping them perform at their best are what ultimately enable an organization to achieve its goals and create lasting value,” he says.
“Values act as a constant,” says Moreno. “Even when business conditions change, your values will remain, and become the deciding factor in how you approach any business decision you might make in your life.”
But that does not mean that decisions should rely on values alone. Moreno also emphasizes that “decisions should be grounded in facts and insights. Data helps remove bias, clarifies priorities, and enables leaders to focus on what will create the greatest value.” Judgment and experience remain essential, but they are most effective when supported by evidence. Ultimately, achieving results matter, but so does achieving them in the right way.
Keep the people behind the work in view
Moreno’s people-centered approach comes from a deeper understanding of what Sunlife does for its clients. The numbers and policies Moreno and Sunlife deal with are human in nature, as these are all for humans after all. Thus, it is vital for establishments like Sunlife to focus on making its services more digestible and responsive to clients.
“Behind every policy is a person, a family, and a future someone is trying to protect,” Moreno says, recalling stories from clients who were able to secure their family’s future even after they’ve passed on.
“I’ve heard stories of children who were able to continue their education and pursue their dreams even after losing the family’s primary breadwinner. In those moments, you realize that what we provide goes far beyond a financial payout. It creates stability during one of life’s most difficult chapters and helps families carry on with dignity and hope.”
Sunlife, at its core, is people-centered. It encourages individuals to look at insurance through a different lens, far from the usual intimidation people associate with the word. Moreno is determined to make this conversation a part of daily life, mirroring the way he leads Sunlife.
Make the move, no matter how small it may seem
No grand action is needed towards a brighter future, as even Moreno himself had to rely on small steps to reach the top. Looking back, many of the things Moreno valued in his career “were built one day at a time.”
“Over time, I’ve learned that a fulfilling career is not about making all the right moves. It’s about approaching each opportunity with commitment, staying open to learning, and finding ways to grow regardless of the circumstances,” he says.
Even with no security in sight, Moreno has made it his principle to anticipate tomorrow through his present action. Days are no longer passive and not just about simply getting the job done.
Across the roles, industries, and challenges he has encountered, Moreno has sought to take away lessons from each experience and apply them to the next, even when the outcomes did not match his initial expectations.
“Rather than looking back and wondering what might have been, I try to focus on what I can learn from each experience and how I can make the most of the situation in front of me.”
For Moreno, progress is less about waiting for a defining moment and more about the choices we make along the way. “Not waiting for some future version of success or happiness, but making choices today that move you closer to the life you want to build,” he says. Progress does not always come from one defining moment or career-changing leap. It can simply be the accumulation of small steps, each shaped by the will to adapt and move forward.
