St. Peter Life Plan Inc. is using the Valentine’s season to promote memorial preparedness, encouraging Filipinos to view planning ahead as a practical expression of care for their families.

In a statement, the pre-need company said that while Valentine’s Day is often associated with romantic gestures, long-term financial and emotional security for loved ones is another form of responsibility.

“Love is not just a feeling, it is action. And for Love Month, we honor love not only as an emotion, but as a deliberate act of commitment and responsibility,” Jonathan Vitangcol, president and chief executive officer of St. Peter Life Plan Inc., said.

“Choosing a St. Peter Life Plan is an expression of love that stands the test of time. It’s about ensuring that your family’s peace of mind is protected – today and tomorrow,” he added.

The company, which has operated for more than five decades, offers traditional and cremation life plans that allow clients to lock in memorial service packages at current rates. It said the plans are designed to shield families from potential future increases in funeral costs.