Emmanuel C. San Miguel II, AFP®, is a financial professional and Senior Marketing Director at International Marketing Group (IMG). He is a Life Licensed professional through The Insurance Institute of Asia Pacific, a Certified Associate Financial Planner, a Second Generation International Marketing Group Builder, and a Kaiser Long Term Health Care Authorized Representative. His financial journey was shaped by early experiences of earning money and realizing how quickly it can disappear without proper discipline, planning, and wise decision-making.
San Miguel’s perspective on money deepened after losing his job during the pandemic and later working abroad, where he realized that having a paycheck does not automatically create financial security. Through IMG and the AFP® program, he learned the importance of saving, investing, protecting income, and building multiple sources of income. Today, he approaches financial planning with intentionality, long-term thinking, and a mission to help families and Filipinos become financially educated and secure.
AFP® Certification Story
Early Lesson on Earning and Managing Money
“I remember earning my own money for the first time and spending it quickly without thinking. Later, I realized how fast money disappears when you don’t manage it well. That experience taught me the importance of discipline, planning, and making smarter financial decisions.”
Realizing That Earning Is Only One Part of Financial Success
“Growing up, I wasn’t really taught how to manage money. The focus was simply to study hard, get a stable job, and earn a salary. I wish I had learned earlier that making money is only one part of financial success—you also need to know how to save, invest, protect your income, and make your money work for you.
When I started working, I realized that no matter how hard you work, it’s easy to stay stuck if you don’t have financial education. That’s why I made it a priority to learn financial literacy, investing, and building a solid financial foundation. Looking back, I wish I had learned those lessons much earlier because they would have saved me time, money, and a lot of financial stress.”
Financial Turning Point After Losing His Job During the Pandemic
“Yes. My biggest financial turning point happened when I lost my job during the pandemic. I eventually had to work abroad, and even though I was earning, I realized that having a paycheck doesn’t automatically mean you’re financially secure.
That experience made me see that working harder isn’t always the answer. What I was missing was financial education—understanding how to save consistently, protect my income, invest, and build additional sources of income.
When I was introduced to IMG and started learning about personal finance, my perspective completely changed. I stopped thinking only about earning money and started focusing on building long-term financial security and financial freedom. That turning point changed not only how I manage money, but also how I help others become financially educated.”
Becoming an Investor with the Mindset of a Saver
“I would say I’m primarily an investor with the mindset of a saver.
There was a time when I focused only on earning money, but I eventually realized that income alone isn’t enough. Today, I make it a habit to save first, invest consistently, and spend intentionally. Before making a purchase, I ask myself whether it’s something that adds value or simply satisfies a temporary want.
For me, money isn’t just meant to be spent—it’s a tool to create opportunities, build long-term financial security, and help provide a better future for my family.”
Best Financial Advice from Sir Joen Delas Peñas
“One lesson from Sir Joen Delas Peñas that has stayed with me is that we should move from being a spender, to a saver, and eventually to an investor. He emphasizes that financial success is built through consistent habits, not overnight results.
Another message that deeply resonated with me is ‘No Family Left Behind.’ It reminds me that financial education isn’t just about improving my own life—it’s about helping families build a stronger financial foundation so they can protect their future, grow their wealth, and break the cycle of financial struggle.”
Intentional Budgeting and Long-Term Financial Planning
“I used to go with the flow when it came to money. But after learning about financial education, I became more intentional with my finances. Today, I follow a budget, save and invest first before spending, and make sure my financial decisions align with my long-term goals. For me, budgeting isn’t about restriction. It’s about being wise in handling finances.”
Investment Lesson from Market Fluctuations
“Yes. Like many new investors, I’ve experienced seeing my investments go down in value, especially during market fluctuations. At first, it was discouraging. I learned that successful investing requires patience, discipline, and a long-term mindset.”
Balancing Risk and Reward Through Informed Decisions
“I balance risk and reward by making informed decisions, not emotional ones. I invest with a long-term perspective, diversify when appropriate, and only invest in things I understand. For me, managing risk is just as important as growing wealth.”
Current Goal of Building Wealth and Passive Income
“One of my biggest money goals right now is to continue building long-term wealth and create multiple sources of passive income. I also want to ensure that my family’s future is secure by consistently investing, growing our assets, and achieving financial freedom. For me, it’s not just about accumulating wealth—it’s about having the freedom to spend more time with my family and helping others improve their financial future as well.”
Motivation for Joining the AFP® Program
“I joined the Associate Financial Planner (AFP) program because I wanted to deepen my knowledge and become more effective in helping individuals, families, and every Filipino make better financial decisions. While experience is valuable, I believe continuous learning is essential.”
Better Investment and Wealth-Building Decisions Through AFP®
“I joined the Associate Financial Planner (AFP) program because I wanted to deepen my knowledge and become more effective in helping individuals, families, and every Filipino make better financial decisions.”
Most Valuable Lesson from the AFP® Program
“The biggest lesson I learned from the AFP program is that successful financial planning starts with a solid foundation, not just investing. I’ve applied that by setting clear financial goals, protecting my finances, investing consistently, and making decisions based on a long-term plan.”