As of 19th July 2021, we have updated our Privacy Notice which is available at our corporate website -

IMPORTANT NOTICE: From 1 June 2021, our Customer Service Centre at Marina One no longer accepts cash payments and is available for walk-in by appointment only. You can also chat with us over a video call by booking a slot. To make payments, please visit

New LIA Guidelines :Our Singapore-dollar (SGD) denominated Participating policies from 1 July 2021 will show updated illustrated investment rates of return, in accordance with the changes in LIA Guidelines on Policy Illustrations 2021. This change does not affect existing customers with policies submitted before 1 July 2021. For more information, please click here.

IMPORTANT NOTICE: Our Customer Service Centre at Marina One, is currently available by appointment only. Starting 1 Jun 2021, we will no longer accept cash payments. Enrol for payments via DBS/POSB GIRO or Credit Card at For more payment options, click click here.

IMPORTANT NOTICE : For more information on COVID-19 related reliefs please click here.

PRUACCESS: In accordance with PDPC's Advisory Guidelines on the PDPA for NRIC and other National Identification numbers, we will no longer be using NRIC/passport numbers/FIN for login purposes from 1 Aug 2019. If you have yet to create a user ID, please click here.


Prudential’s PRU Fintegrate 2018 Focuses on 10 Fast-Growing Areas in Insurance

Singapore, 6 August 2018 – Prudential Singapore (Prudential) today announced the second edition of its digital innovation programme, the PRU Fintegrate Partnership (PRU Fintegrate), which is now open to scale-ups from around the world.

This year, the insurer has identified opportunities for collaboration in 10 rapidly-growing areas, including preventative healthcare, enterprise solutions, customer engagement and underwriting [See Annex 1 for the full statements].

Mr Wilf Blackburn, CEO, Prudential Singapore, said these represent key areas that Prudential is transforming within its business to build for the digital future, help people live well and enable enterprises to thrive.

“PRU Fintegrate is about charting the future of insurance. This means creating truly great customer experiences, working smarter and complementing the efforts of our financial consultants to provide customers with valuable advice and solutions in meeting their changing needs.

We see tremendous untapped opportunities to innovate with the right partners in a number of areas, for example, by using technology to improve preventative healthcare and provide community support for customers with pre-existing conditions. Through such initiatives, we are proud to support Singapore’s Smart Nation vision where people are empowered by technology to lead meaningful and fulfilled lives.”

Launched in 2017, PRU Fintegrate aims to build an ecosystem of partners from the FinTech, InsurTech, HealthTech and MedTech communities to help solve business challenges with creative solutions.  

This year, Prudential welcomes submissions from scale-ups, which are companies with a valid business model and are ready to accelerate growth in their business. Prudential’s team of experts will work with selected PRU Fintegrate finalists to help them enhance their value proposition and develop their proof-of-concept. The final group of successful partners will be invited to showcase their solutions at the 2018 Singapore FinTech Festival (12 to 16 November) and start a fully-paid pilot programme of their solutions in 2019.


New in 2018 – Team and Open Challenge

In a new addition to the programme format, Prudential is encouraging scale-ups to team up and collaboratively design a comprehensive and/ or end-to-end solution that will address any of the 10 problem statements.

Close collaboration with the global scale-up community is essential to developing viable solutions, said Ms. Kalai Natarajan, Head, Strategic Engagements, Prudential Singapore.

“Through PRU Fintegrate, we aim to work more closely with the FinTech, InsurTech, HealthTech and MedTech communities in Asia and globally, and to bring the right mix of partners together. There are many game-changing solutions available but often we find that they make up individual pieces of the big picture. To develop an end-to-end solution, collaboration between various parties is key. That is why we are introducing the team challenge category this year to encourage the building of more complete solutions that we can bring to market with speed and scale.”

Another addition to the programme is the open challenge category. Participants with solutions that fall outside of the 10 opportunity areas identified by Prudential can enter the programme via this category. This is where participants themselves identify a completely new opportunity in the insurance industry and address it with a compelling solution.


Selection Criteria

The PRU Fintegrate Partnership is open to scale-ups with a proven track record in creating solutions that can be applied at scale and speed. Other participation criteria include a valid product set, an existing customer base and secured funding.

Participating scale-ups will be assessed based on their ability to put forward a value proposition that meets business and customer needs, technical and commercial considerations and market opportunity.

Applications for this year’s session of the PRU Fintegrate Partnership programme must be submitted by 16 September 2018.  

For more information, please visit the official PRU Fintegrate Partnership website at


2018 PRU Fintegrate Problem Statements

Building for the Digital Future

  • Instant Underwriting, Quotation and Policy Issuance

How can we use data-driven automation to simplify and initiate instantaneous underwriting, quotations, collection of premium and policy issuance, while maintaining prudence and enhancing customer experience?

  • Straight-through Processing of Claims and Payment

How can we build a system that expedites the claims process, requiring minimal human intervention and allows instantaneous claims payments?

  • Claims Analysis for Fraud Detection and Early Intervention

How can we better access and evaluate historical and real-time data for fraud detection, predict future claims and potential early intervention opportunities?

  • Engaging Customers Beyond the Initial Transaction

How can we engage customers beyond the initial transaction to create regular and valuable exchanges between them and their financial consultants; ensuring that financial consultants are well equipped with real-time information on their clients’ changing needs over their lifecycle.

  • Compliance and Regulation

How do we utilise technology to adhere to the ever-changing regulatory landscape and streamline our internal compliance and legal processes?


Helping people to live well

  • Increasing Healthy Years for Customers

How do we detect diseases early, intervene at the right time and provide community support to customers with pre-existing conditions and use technology to improve their health?

  • Making Protection Critical

How do we make Protection coverage more inclusive, identify and target under-insured customers?

  • Financial Inclusion

How can we better help lower-income customer segments fulfill their insurance needs?

  • Integrated Healthcare Information

How can we empower customers to have access to their own health records from across various providers and with the customer’s consent, use this information to develop personalised insurance products and solutions?


Enabling businesses to thrive

  • Facilitating Insurance Needs of SMEs

How can we encourage SMEs to make informed risk assessments based on their industries and make decisions concerning adequate insurance to cover their liabilities while also keeping their employees engaged?


Open Challenge

Is there a problem that we have yet to identify? Come to us with a problem, along with a proposed solution.


ABOUT Prudential Assurance Company Singapore (Pte) Limited (Prudential Singapore)

Prudential Assurance Company Singapore (Pte) Ltd is one of the top life insurance companies in Singapore, serving the financial and protection needs of the country’s citizens for 87 years. The company has an AA- Financial Strength Rating from leading credit rating agency Standard & Poor’s, with S$36.3 billion funds under management as at 31 December 2017. It delivers a suite of well-rounded product offerings in Protection, Savings and Investment through multiple distribution channels including a network of more than 4,600 financial consultants.