As Asia’s high net worth (HNW) population continues to expand, AIA Singapore (AIA) is stepping up to meet the changing needs of this discerning clientele. In recent years, the insurer has experienced significant growth in the HNW segment, fueled by a powerful combination of tailored wealth management products and a holistic focus on well-being.
At the core of AIA’s success is the ‘Wealthbeing’ by AIA proposition, a comprehensive offering designed to support both the financial and personal aspirations of HNW clients. Leading this evolution is CEO Wong Sze Keed, whose vision and hands-on leadership have strengthened AIA’s approach to serving the HNW market since she took the helm in 2020.
Putting People at the Heart of Success
For Wong, the key to success lies in prioritizing people. “At the heart of our organization are the people—be it our clients, employees, or insurance representatives,” she says. This guiding principle has redefined AIA’s culture, resulting in an inclusive and positive environment, where employee well-being and professional growth are front and center.
By championing employee wellness, Wong’s leadership has led to improved outcomes for employees and clients.
As an advocate for mental well-being, Wong made the award-winning comprehensive wellness program, AIA Vitality, available to employees as part of their benefits. This initiative extends to customers, and aims to encourage healthier lifestyle choices by empowering members on their wellness journey. It ensures AIA employees are well-supported and better positioned to serve customers and positively impact the broader community.
Additionally, Wong focuses on equipping her team with necessary skills to thrive in an ever-evolving industry, ensuring they deliver exceptional service to clients. One notable achievement is AIA’s partnership with the Wealth Management Institute of Nanyang Technological University, where personal wealth managers receive specialized training and certification to match the expertise of private bankers.
“Our clients have noticed the difference,” Wong says, reflecting on the overwhelmingly positive feedback. “When our wealth managers are empowered with the right tools and knowledge, they can offer an enhanced level of service, providing clear guidance and personalized solutions.”
This investment in professional development has improved employee engagement and spurred innovation, translating into stronger service and higher customer satisfaction.
Going Beyond Wealth
With Asia’s HNW population expected to increase by 61% to 28.2 million by 2026, the need for wealth management solutions that offer more than just financial security is growing. In response, Wong led the ‘Wealthbeing’ by AIA proposition, which blends wealth creation with well-being, aligning with her vision of helping HNW clients achieve financial success and a healthier, more fulfilling life.
“‘Wealthbeing’ by AIA is about maximizing growth and personal fulfillment,” Wong explains. “We help HNW individuals prioritize their well-being so they can live Healthier, Longer, Better Lives—because health is wealth.”
A key feature of this initiative is AIA Altitude, a bespoke program that offers HNW clients a range of exclusive benefits, from personalized services to premium health solutions and invitation-only lifestyle experiences. AIA Altitude surpasses typical wealth management, helping clients grow their portfolios while enhancing overall quality of life.
Shaping the Future of Wealth with Bold New Solutions
Wong has driven the creation of innovative products tailored to the unique needs of wealthy clients. One standout offering is the AIA Platinum Series, a suite of wealth management solutions that includes the AIA Platinum Wealth Elite and AIA Platinum Indexed Legacy plans. These products provide flexible options for legacy protection and wealth accumulation, helping clients to manage and transfer their wealth effectively across generations.
The AIA Platinum Indexed Legacy plan, launched this year, is particularly notable for combining high insurance coverage with opportunities for wealth growth. Clients can benefit from potential market gains while maintaining protection during downturns, a key feature that appeals to those seeking security and growth potential.
Dedicated Platforms for Personalized Service
AIA introduced new platforms including the recent launch of the AIA Wealth Centre and AIA International Wealth, reflecting the company’s commitment to providing comprehensive, tailored solutions for its HNW clients.
Situated in Singapore’s business district, AIA Wealth Centre provides an exclusive space where HNW clients can consult with experts in fields such as legal, tax and trusts. This multidisciplinary approach provides clients with holistic advice tailored to their financial goals and personal aspirations.
AIA International Wealth, a subsidiary of AIA, leverages Singapore’s standing as a financial hub to offer curated insurance solutions across the region. By drawing on AIA’s wealth management expertise, AIA International Wealth ensures clients can securely grow and manage their wealth.
Aligning With Singapore’s Financial Hub Vision
Wong not only transformed AIA from within but positioned the company to align with Singapore’s broader financial ambitions. As Singapore strengthens its role as a global wealth management hub, AIA plays a key role by investing in innovation and talent development.
“Singapore will continue to attract more Asian and global wealth residents in the coming years,” Wong says. “It’s the perfect base for businesses and investors looking to capitalize on Asia’s immense growth potential.”
Her long-term vision for AIA is clear: to remain the leading and most trusted insurer for HNW clients, both locally and regionally. As the financial landscape shifts, Wong is committed to keeping AIA ahead of the curve, leveraging technology and data insights while ensuring that the company’s personal touch remains intact.
“As we grow, we aim to stay at the forefront of the industry, setting new standards of excellence in meeting the needs of our discerning clients,” she says.
Under Wong’s thoughtful leadership, AIA continues to raise the bar in serving its HNW clientele. With a bold vision, innovative solutions and a dedicated focus on well-being, AIA remains well-positioned to lead in the wealth management space, offering clients not just financial solutions, but a pathway to living Healthier, Longer, Better Lives.
