AIA Singapore bags SBR International Business Awards 2024 for addressing holistic wellness needs

Its overarching goal is to help people live Healthier, Longer, Better Lives.

A leading insurer, AIA Singapore was awarded the winner of the Life Insurance category at the prestigious SBR International Business Awards 2024. The win was attributed to its successful partnerships and campaigns that promoted holistic well-being, in line with its purpose of helping individuals live Healthier, Longer, and Better Lives (HLBL). As a customer centric organisation, AIA Singapore’s customer-focused strategies helped customers to close their protection gap and better achieve their holistic wellness, while also brought about a widespread engagement across various media platforms.

Driven by their consumer-centric ethos, AIA Singapore commissioned the AIA Live Better Study 2023, which revealed that half of all Singaporeans are unable to live their desired quality of life and face worrying gaps in their well-being and happiness across various aspects – financial, social, physical, and mental well-being. 

Leveraging this study, AIA Singapore created AIA Health360, a comprehensive suite of solutions which addressed the holistic wellness needs of Singaporeans built around four key pillars – Plan Well, Protect Well, Be Well, and Live Well. The offering features AIA’s comprehensive financial planning tools, digital tools such as My AIA SG app and AIA Plan360, as well as its compelling insurance solutions covering health, life, savings, investment, accident protection, wealth, legacy protection, travel, and lifestyle needs.

Continuing its commitment to address the needs of Singaporeans, AIA Singapore also launched the AIA Centurion PA plan in August 2023, the first personal accident insurance plan in Singapore covers early, intermediate, and even last stage Alzheimer’s Disease/Severe Dementia and Idiopathic Parkinson’s Disease. This was based on another survey, AIA Personal Accident Insurance Survey, which revealed that 60% of Singaporeans are concerned about dementia, making it the nation’s top worry, and yet, over half of Singaporeans do not own policies that cover neurological diseases. To raise awareness of the need to be protected for neurological diseases, the company partnered with Our Grandfather Story to conduct street interviews, showcasing heartfelt stories from the public on how they would feel if their parents forgot them. AIA also engaged Gurmit Singh as Phua Chu Kang, a national icon, to target the sandwiched and silver generations through a short, nostalgic film. 

The launch of AIA Centurion PA resulted in a significant spike amongst the elderly age group 66 - 80 being protected against personal accidents. The short film featuring Phua Chu Kang also achieved over 1.32 million video views, 5 million impressions, and 15,000 link clicks.

AIA Singapore continues to encourage its consumers to live healthier, more engaged lives through AIA Vitality and Think Well. Think Well was launched in 2023 as the region’s first insurer-backed digital mental health solution for corporate policyholders, in partnership with telehealth provider WhiteCoat Global. Users can make self-assessments, consult qualified mental health professionals in real-time, and access a library of resources. This aligns with AIA’s goals of driving greater awareness in mental health and improving access to quality mental healthcare.

Through a plethora of comprehensive and market-first solutions that improves consumers’ quality of life, AIA Singapore pushes the boundaries of the life insurance industry, establishing itself as an industry leader. 

The SBR International Business Awards is presented by Singapore Business Review Magazine. To view the full list of winners, click here. If you want to join the 2025 awards programme and be acclaimed for your company's outstanding contributions in your organisation's growth, please contact Jane Patiag at [email protected].