As Thailand approaches a pivotal moment in intergenerational wealth transfer, Prudential Life Assurance (Thailand) Public Company Limited (“Prudential Thailand”) is strategically expanding its business by targeting the High Net Worth (HNW) segment. Under the concept “PRULegacy: Your Mark Lives On,” the company aims to empower individuals to pass on not just wealth, but also values, life purpose, and aspirations to future generations.
Mr. Bundit (Kenny) Jiamanukoonkit, Chief Executive Officer of Prudential Thailand, stated: “Thailand’s High Net Worth market is experiencing steady growth. According to the UBS Global Wealth Report 2024, the number of HNW individuals in Thailand is projected to rise from 100,000 in 2023 to over 120,000 by 2028—a 24% increase. Recognizing this trend, Prudential Thailand is offering a comprehensive suite of exclusive solutions through its ‘PRULegacy’ and ‘PRULegacy+’ memberships, tailored specifically to meet the unique needs of HNW clients.”
This initiative aligns with data from the Bank of Thailand, which indicates that the country is entering a decade of massive intergenerational wealth transfer, valued in the trillions of baht. However, many Thais still perceive estate planning and wills as distant concerns. Prudential Thailand sees this as a critical opportunity to raise awareness about Thoughtful Legacy Planning—a holistic approach that encompasses not only asset transfer but also the meaningful intentions behind them.
“Legacy planning isn’t just for the elderly. It’s something we can prepare for as soon as we have a family or long-term goals. Prudential Thailand is committed to being a trusted advisor at every life stage, offering holistic solutions that go beyond financial products to include family security, tax planning, and long-term value transfer.” Mr. Jiamanukoonkit added.”
At the heart of the PRULegacy offering is a focus on exclusive products designed to help clients pass on the best of what they have to their loved ones. In collaboration with strong financial partners such as ttb (TMBThanachart Bank) and UOB Thailand, Prudential has launched two flagship products are ttb Ultimate Legacy 99/3 and UOB Beyond Legacy 3/99.
These life insurance solutions are crafted to protect and enhance asset value, ensuring a secure future for the next generation. With just three years of premium payments, policyholders receive coverage up to age 99.
To further elevate the customer experience, PRULegacy members enjoy a suite of exclusive after-sales services, including: Will drafting services, Tax planning consultations via Chandler MHM Limited (CMH), Premium discounts for healthy individuals, Personalized guidance from Legacy Advisors, Fast Lane Underwriting for expedited policy approvals, Access to a VIP Call Center, and more.
This year, Prudential Thailand continues to take a proactive approach in driving the organization forward through technology, with a particular focus on digital infrastructure, data management, and artificial intelligence (AI) to adapt to global changes. One of its most notable achievements is the complete migration of its operations and data management systems to the cloud. This includes applications for sales presentations, customer service systems, telephone channels, and employee support systems—enhancing business agility and operational efficiency to deliver the best customer experience and care.
Additionally, Prudential Thailand has elevated its customer service with a new digital platform, “PRUServices,” available via LINE @Prudential Thailand. This platform is designed to streamline every step of the customer journey, including policy management, premium payments, claims submission, and all-in-one information services, accessible anytime, anywhere.
AI technology has also been integrated to further enhance customer service, making processes faster and more convenient—such as simplifying the claims submission process through digital channels. This marks a significant step in the company’s transformation into a fully AI-First Organization, boosting its capacity to support business expansion. The shift not only improves internal operational efficiency but also directly enhances the speed, accuracy, and quality of services delivered to customers.