2 minutes. 3 decades. 1 purpose: From fast closing to lifelong commitments, purpose is the real product

In an industry that has evolved from skepticism to acceptance, Joey Lee, a 32-year MDRT member from Makati City, Philippines, has not only witnessed but thrived in the shifting tides of the insurance world. He combines unwavering diligence with sharp, modern-day efficiency, and his energy and magnetic personality drive his enduring success.  

Before joining the financial services industry, Lee had already carved a name for himself in Manila’s business circles, selling and manufacturing battery crates and wooden pallets for big companies. Hard work was in his DNA. While living in Binondo, Manila’s historic Chinatown and one of the city’s oldest and busiest commercial hubs, he was approached by a Chinese businessman who recognized his strong sales skills. The man asked if he was interested in becoming an insurance advisor. Initially, he was apprehensive. Being a businessman, he was used to running things independently. However, after several conversations, he realized the importance of life insurance and that the same drive he had as a business owner could fuel a successful career as a financial advisor, providing both purpose and economic freedom for his own family. He eventually agreed and passed the Licensure Exam in 1992. 

 

How "Two-Minute Lee" won trust in a tough market 

The early nineties weren’t kind to insurance advisors in the Philippines, posing a significant challenge for Lee as he began his career. People didn’t see the value of his services and eyed him suspiciously. "Who are you to have my money?" Walking into homes was sometimes met with wariness rather than openness. 

Back then, insurance products were simple, offering pure protection with no living benefits, which made conversations even tougher. But Lee turned the challenge into an opportunity. Equipped with boundless energy and sharp instincts, he brought a refreshing, no-nonsense style to every client meeting. He spoke clearly and confidently, earning him the nickname "Two-Minute Lee" because he could close a deal in under two minutes. Not only did his speed impress people, but his natural charm, warmth, and sincerity put clients at ease. Instead of drowning them in thick brochures, long presentations, or long-winded explanations, he would discuss real-life challenges and applications of insurance – the coverage amount, the premium, and other benefits. Every meeting felt more like a conversation between friends than a sales pitch, leaving clients feeling secure, valued, and cared for.  

In 1994, a pivotal moment defined his journey. The chief executive officer of his insurance company said, "I want you to be an MDRT member." Lee took the challenge to heart and has achieved MDRT status yearly, consistently securing more lives. 

 

How insurance evolved over two decades 

Today, the landscape is vastly different. Clients are more financially literate and increasingly recognize the value of protection. "They’ve seen firsthand what happens when the unexpected strikes, especially during times like the pandemic,” he said. Many families struggled with costly hospital bills, funeral expenses, and rebuilding their lives after losing the breadwinner. 

One story that sticks with him is that of a contractor and a civil engineer client who passed away unexpectedly. The family was financially protected because of their insurance policy, particularly for the children's education. After witnessing its profound impact, the wife, who had once been skeptical about insurance, decided to get insured.  

Modern insurance products have evolved. Life insurance is not just about death benefits but also about living benefits, including investment options, guaranteed cash payouts, and health funds that clients can access during their lifetime. Lee observed that policies with guaranteed health funds for critical illness until age 99, cash benefits with maturity payouts, and guaranteed monthly retirement plans are now among the most in-demand offerings. 

With real-life case studies and a product portfolio that adds value, Lee finds today's client conversations smoother and more meaningful. His energy during presentations is contagious, often spurring them to take action immediately. 

 

The core pillars that remain 

Despite the massive changes in the industry, Lee believes the essentials have stayed the same. "You cannot last long in this business if you do not have credibility, persistence, and trust." His consistency in meeting 80 to 100 clients yearly, maintaining meticulous records, and showing up with unwavering intent has defined his 30-year career. 

Lee is known for his relentless and hands-on follow-ups, making it a point to travel to different parts of the Philippines almost monthly to meet clients, who are mainly business owners and high-net-worth individuals, face-to-face and then reports to the office the next day. He prefers in-person follow-up meetings over virtual ones, believing they better reflect his commitment to service and help strengthen client relationships. Given their demanding schedules, his clients also value time flexibility, personalized service, and long-term commitment — qualities Lee consistently delivers. Fueled by passion and dedication to his clients, his energy is often the deciding factor in closing deals. He believes that prospects do not just buy a product. They buy the financial advisor and his conviction. 

Furthermore, Lee remains a devoted student of the industry: "Life is a constant learning process. I attend training or seminars conducted by the company every time. I encourage younger advisors to do the same. Always learn something new from other people’s experiences and stay updated to serve your clients better." 

 

Always sell with a purpose 

Throughout his career, Lee has remained anchored by a singular mission: "My business is to help people become financially independent." 

He moves forward with the same passion and commitment as when he first started. Lee remains cool under pressure, sharp in the face of challenges, and focused on his mission to protect and empower others. Shaken, not stirred. Much like Agent 007 James Bond, who is the inspiration behind his brand. He carries the same branding over to social media, reinforcing his image as composed, confident, and ready for anything. Some clients find it playful; others see it as powerful — but everyone remembers him for it. His office also mirrors this identity, featuring a sleek accent wall showcasing his agency logo — a bold red 007 that nods to the iconic Bond persona. 

No matter the obstacles, he faces them head-on with resilience, precision, and the kind of presence that leaves a lasting impression. Lee’s career is a masterclass in authenticity and relentless commitment.  

Lee advises financial advisors to show up with energy and purpose every time. He says, “Clients who feel your sincerity and drive are more likely to trust you. That focused, passionate, and unwavering presence turns even the most challenging conversations into lasting relationships.” 

 

Contact: MDRTeditorial@teamlewis.com