Taking a look at AIA Singapore’s over 90-year legacy

The company is this year’s recipient of the Life Insurance Award at the SBR International Business Awards.

For leading insurer AIA Singapore, the past year remained a challenging year like others. Whilst the health crisis emerged on top, they mentioned that it is crucial for them to remember other perennial challenges that have taken a backseat due to COVID-19.

Having served generations of Singaporeans for more than 90 years, the company is ever-cognisant of the evolving needs and priorities of Singaporeans.  With this in mind, they revitalised their commitment to responsible and sustainable business practices. Their brand promise of helping Singaporeans live healthier, longer, better lives then took on a renewed purpose, to make positive contributions not only to the health of Singaporeans but also to the well-being of the environment and the community.

“Global warming is the challenge of our generation. We understand the urgent need to take action against climate change in order to build a more sustainable and inclusive environment for future generations,” Chief Customer and Digital Officer of AIA Singapore, Melita Teo said.

In this regard, AIA Singapore launched a brand-new green pledge, committing S$5m to the National Parks Board’s registered charity, Garden City Fund, to plant trees in Singapore’s parks and nature reserves over the next five years. Its contribution is the largest by any organisation to NParks’ OneMillionTrees movement, which aims to plant more than a million trees across Singapore over the next 10 years as it transforms into a ‘City in Nature’.

The company also introduced the AIA Better Lives Fund, administered by Community Chest - which aims to raise funds to support disadvantaged children, youths, and their families. The funds raised will go toward creating greater access and opportunities for education, growth and development. 

Teo noted that there has been significant progress as they meet alongside the community of Singapore.

“Whilst the macro environment has changed and our customers' needs have evolved, for us at AIA, we have been constantly reinforcing our core belief and brand promise to enable healthier, longer, and better lives for our fellow Singaporeans,” she said.

Teo mentioned that one of the legacies the company has built- in its time is the approach it has taken to the business, moving away from the traditional transaction focus insurance model to a trusted partner for every stage of our customers' lives. The company is doubling down on this promise by consistently strengthening their digital capabilities. 

“Digitisation has materially changed the way we operate and improve our business operation efficiencies. More importantly, as we leverage high tech, we also deliver high service and create high trust with our customers,” she said.

With the company’s centennial a few years away, Teo emphasised that the company will remain steadfast in its focus on customers, to better understand their needs, anticipate what they might expect of them, and also to support them in their financial and protection needs.

“To serve our customers better, we will continue to accelerate our efforts to embed Technology, Digital, and Analytics in our business operations, and develop seamless customer propositions with a focus on personalisation. From now till our 100th year, we remain focused on doing more that would really bring value to our customers and community,” she added.

AIA Singapore’s renewed commitment to sustainability, as well as the legacies they have built- in their more than 90 years in Singapore, have brought recognition to their company, winning the Life Insurance Award for SBR International Business Awards 2022.  

“We are very honoured and grateful to be recognised. This award has certainly motivated us to make more positive contributions to the health of Singaporeans. We look forward to being able to serve the needs of our community with our renewed brand purpose.” Teo said.