CEO of Prudential Vietnam: “Trust and quality create the foundation for every long-term commitment”

CEO — Mr. Kevin Kwon - General Director of Prudential Vietnam at the launching event of the unit-linked insurance product PRU-Strong Investment. Photo: Prudential Vietnam

Restoring customer trust is a top priority

The Vietnamese life insurance industry has just gone through a period of market fluctuations, when the amended Law on Insurance Business officially took effect from July 1 with a series of strict requirements on transparency, consulting standards and risk management. In that context, insurance companies were forced to change their operating strategies to adapt and restore customer confidence.

However, the market picture in the first 8 months of 2025 recorded positive signs. According to data from the Vietnam Insurance Association, the total number of new exploitation contracts reached about 1.1 million, an increase of 8.3% over the same period in 2024; in which the number of unit-linked insurance product contracts increased by more than 12%.

This growth is the result of a concerted effort from regulators, associations and insurance companies to tighten standards, improve experiences and gradually restore trust with customers.

According to Mr. Kevin Kwon, General Director of Prudential Vietnam, customer trust can be explained by a simple formula: Trust = Quality of advice x Quality of service. When both of these factors are improved, customers will feel more confident when choosing to participate in life insurance.

That is also the core commitment that Prudential has pursued for more than two decades in Vietnam, not chasing short-term growth but persistently improving quality standards with a long-term vision.

"We have a responsibility to help customers protect their financial future, as well as redefine the way life insurance is perceived with quality, transparency and practicality," said Mr. Kevin Kwon.

Trust and quality – the foundation for every long-term commitment

After 26 years of presence in Vietnam, Prudential has built a solid foundation of scale, operational capacity and market experience that allows the business to implement bold, long-term strategies.

Mr. Kevin Kwon said that Vietnam is at a “very important juncture,” with a dynamic economic growth and a rapidly expanding middle class. However, Vietnamese people still have a particularly large protection gap compared to other developed markets. “Our goal is to provide practical solutions that meet real customer needs and help them close this gap, while keeping innovation simple and accessible to everyone,” he added.

From that orientation, Prudential has continuously launched diverse financial solutions, suitable for the diverse needs of customers. Notably, the joint insurance product PRU-Maximum Protection launched in April 2025, meeting the need for optimal protection at the insurance premium most suitable to financial capacity.

Following in September, Prudential continued to introduce the PRU-Stable Investment unit-linked insurance product. This is also the first time in the life insurance sector in Vietnam that a unit-linked insurance product has the feature of supporting customers to exercise the privilege of transferring the prosperity value of the contract to the next generation.

Combining three core values: Responsible and reliable investment - Opportunity to increase effective asset accumulation - Complete protection, PRU-Vung Tien Investment unit-linked insurance product is expected to bring optimal protection benefits and long-term investment solutions, helping customers feel secure in the present and prepare firmly for the future.

Products linked to PRU-Dau Vung Tien — The PRU-Vung Tien Investment unit-linked insurance product was just launched in September 2025. Photo: Prudential Vietnam

Not only diversifying its product portfolio, Prudential also raises social awareness about financial protection and life insurance. Through long-term activities, the company contributes to narrowing the protection gap and joining hands to solve the problem of population aging. Typically, through the content series "Insurance: Understand enough - Buy right" by Prudential in collaboration with industry experts and representatives of the Vietnam Insurance Association, helping customers understand life insurance and their rights, approaching the product with a more proactive and knowledgeable mindset.

According to Mr. Kevin Kwon, quality is not only in the product or process, but also in the business development philosophy: “We are not in a hurry. What we focus on is doing the right thing, in the right way, with the right people. Because only then can we bring about sustainable development. Quality will attract quality, there is no shortcut to building customer trust.”

Prudential consistently implements this philosophy through concrete actions, from initiatives that bring sustainable values to the community such as the Cha-Ching financial education program, initiated by Prudence Foundation and in cooperation with the Ministry of Education & Training, helping more than 60,000 primary school students access financial management knowledge, training 2,000 teachers at 372 schools nationwide, to applying technology to enhance user experience at every touchpoint.

Typically, applying AI in recording to ensure transparency, eKYC, smart chatbot, to cashless compensation settlement, Prudential always considers technology as a growth driver, contributing to shaping the future of the finance - insurance industry in Vietnam.

Mr. Kevin Kwon believes that by doing these things consistently, repeatedly, and without stopping, customers will have full confidence in life insurance, especially with Prudential. And from Prudential's side, they will continue to maintain trust with customers. That is also the steadfast orientation of this business on the journey to bring complete peace of mind to every Vietnamese family.

Source: https://daibieunhandan.vn/ceo-prudential-viet-nam-niem-tin-va-chat-luong-tao-nen-tang-cho-moi-cam-ket-dai-han-10395493.html