Singapore life insurance advisers capture 79.4% of new policies

The two channels facilitated 504,951 purchases.

Advisory channels remained the main route for Singaporeans buying life insurance in the first half of 2026, with Financial Advisory (FA) Representatives and Tied Representatives accounting for 79.4% of all new policies purchased during the period.

The two channels facilitated a combined 504,951 new policies as individuals reviewed their protection and wealth needs, data from the Life Insurance Association, Singapore showed.

FA Representatives recorded the largest share of weighted new business premiums, which rose 35.9% year-on-year from $777.9m (S$994m) to $1.1b (S$1.35b).

The channel accounted for 37.3% of total weighted new business premiums and 40.8% of total sum assured.

Tied Representatives remained the largest distribution channel by number of policies sold, accounting for 40.7% of all new policies. This highlights the continued role of personalised financial advice in insurance decisions, according to the industry.

Other distribution channels also accounted for a share of new business.

Bank Representatives made up 25.8% of total sum assured, whilst Online Direct Channels contributed 5.2%. Policies purchased without intermediaries accounted for the remaining 0.9%.

Looking ahead, Wong said the life insurance industry would continue to focus on the sustainability of health insurance, financial literacy and consumer education as Singaporeans’ healthcare and financial needs change.

“We will continue to drive financial literacy and consumer education, equipping Singaporeans with the knowledge and confidence to make informed decisions about their protection, healthcare and long-term financial well-being,” Wong said.

($1.00 = S$1.28)

Follow the link s for more news on

Life Insurance Association, Singapore

insurance

Life insurance

You're the reader we write for. You're also the person our partners want to reach.

If that sentence describes you — a founder, a C-suite, someone whose attention companies pay good money for — then you already understand why SBR works. We've spent twenty years earning the trust of readers exactly like you. Which is exactly what makes this an interesting place for your company to show up, too.

The ways it can show up are broader than most people assume — thought leadership articles, sponsored content, industry summits across Southeast Asia, regional awards programmes, podcasts, and media placements in print and digital. The right fit depends on what you're trying to do, which is why we'd rather start with a conversation than send a rate card.

If your company has something this audience should know about, we'd like to hear what you're working on.

No rate cards until we understand the brief. It's a better use of everyone's time.

Book a meeting

| Or download the media kit (PDF)

240,000 senior readers quarterly in print Top 1,700 Singapore companies reached

7 markets across Southeast Asia