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AIA Singapore’s Melita Teo wins Executive of the Year for Life Insurance

She spearheaded and revolutionised customer experiences through digitalisation and technology.

When it comes to putting forward new projects and changes within a business, a company leader plays an important role in making it a success.

At AIA Singapore, Melita Teo as the Chief Customer and Digital Officer, drew on her wealth of industry experience to help AIA deliver its customer-driven innovations through digital technology.

Melita has been instrumental in strengthening the Customer, Brand, Health, and Wellness propositions of AIA Singapore, advancing the enterprise-wide analytics capabilities and usage, and accelerating the delivery of an integrated digital experience across customers and distribution.

She led the launch of AIA Vitality, one of the most comprehensive wellness programmes in Singapore to positively impact the health outcomes of employees and customers. Since its launch in 2013, 65% of Vitality members have shown improvement in glucose pressure and 51% of members have shown improvement in blood pressure from partaking in the programme’s activities.  

Under her leadership, AIA also launched its award-winning retirement campaign, emphasising the importance and need for Singaporeans to be adequately insured and protected for their golden years. She also drove the launch of AIA Live in Singapore, a three-part virtual event series advocating mental well-being, as well as the AIA Better Lives Fund to raise funds for children, youths, and their families in need.

As a leader, Melita is a big advocate of her people, and she embodies what AIA stands for. She firmly believes in creating a safe space, empowering her teams to step outside of their comfort zones and cultivating a spirit of innovation.

Melita’s people-centric approach is also reflected in AIA’s digital transformation strategy. Digital tools were developed with the end goal of providing personalised user experience for customers. AIA’s transformation marries technology with the personal touch, revolutionising customers’ experiences.

Today, there are over 800,000 registered users on MyAIA – a one-stop app for customers’ financial, health and wellness needs. In addition, the app allows customers to connect securely to SGFinDex to access their consolidated financial data in one view. 

Customers, and the firm’s insurance representatives, are also able to submit pre-authorisation requests and claims for health insurance digitally online. The use of Artificial Intelligence technology to assess these requests had enabled AIA to provide financial assurance and coupled with Pay Now, claims can be paid within 30 mins of submission.  

For these achievements, Melita was bestowed the Executive of the Year - Life Insurance award at the recent Singapore Business Review Management Excellence Awards.

The awards programme recognises the most outstanding leaders in Singapore for their hard work and dedication that brought tangible contributions to their businesses. It also honours employee engagements and COVID management initiatives that made a positive impact to its workforce and customers.

AIA Singapore’s successful initiatives is a testament to the great work of its Chief Customer and Digital Officer, Melita Teo.

AIA Singapore was first established in 1931 and has since been a leading life insurance company and industry champion in Singapore.

The SBR Management Excellence Awards is presented by Singapore Business Review Magazine. To view the full list of winners, click here. If you want to join the 2023 awards programme and be acclaimed for your company's employee engagements and management initiatives, please contact Julie Anne Nuñez at julie@charltonmediamail.com.

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