Latest research by Prudential plc reveals that Thailand ranks third in Asia for overall financial wellbeing, with a score of 60.4 — behind Vietnam and Indonesia. This reflects that many Thais are managing their day‑to‑day financial commitments effectively, including controlling expenses, planning savings, and making financial decisions that support their current quality of life.
However, deeper analysis reveals a notable gap between present and future financial freedom of choice. Thailand records a score of 59.9 for present financial freedom compared to 55.5 for future financial freedom — a decline of seven percentage points — representing one of the largest drops among markets in the region. This suggests that while Thai consumers are able to make financial choices that support their lifestyle today, fewer feel they are on track to meet their longer‑term financial goals.
The research, which forms the foundation of Prudential plc’s inaugural Financial Wellbeing Index, surveyed more than 7,000 respondents aged between ages 18 and 60 across eight key Asian markets — Hong Kong, Indonesia, Malaysia, the Philippines, Singapore, Taiwan, Vietnam and Thailand. The findings show that across Asia, there remains a disconnect between present financial security and future freedom, indicating that confidence today does not necessarily translate to readiness for the future.
The Index assesses financial wellbeing across four key dimensions: present financial security, future financial security, present financial freedom, and future financial freedom — combining attitudes, behaviours and expectations into a single score to indicate overall financial resilience.
Mr. Bundit Jiamanukoonkit, Chief Executive Officer Prudential Thailand, said that “The findings provide valuable insight into how Thai consumers approach financial planning. While many feel confident in managing their finances today, they are less confident about achieving long‑term financial goals. The top three financial concerns among Thais include rising costs of living, volatile macroeconomic conditions, and the physical health of parents and family members. Prudential Thailand, we understand these concerns and remain committed to supporting Thai consumers with guidance and protection solutions that help build long‑term financial wellbeing for both life and health. We believe that preparing today is the foundation for transforming future financial uncertainty into sustainable financial freedom”.
Despite ongoing concerns around long‑term financial preparedness, the survey also highlights encouraging signs among Thai consumers. The majority demonstrate an understanding of financial planning and confidence in their access to the resources needed for financial success. The findings show that: 59% believe they possess sufficient financial knowledge, 59% report having access to financial services and products and 61% indicate that their financial future is carefully planned
Prudential Thailand recognizes that customers today are looking beyond financial products alone. They increasingly seek confidence, clarity, and trusted advice to guide them towards achieving their long‑term financial aspirations. Financial planning is therefore not solely about preparing for retirement but about enabling wellbeing at every stage of life. By encouraging early financial planning and supporting individuals through life’s transitions, Prudential Thailand aims to help Thai consumers manage their financial wellbeing more effectively and build sustainable financial security and freedom for the future.
