AIA Singapore, CEO Wong Sze Keed honoured at Insurance Asia Awards 2025

The company brought home three awards, with Wong Sze Keed winning the accolade of CEO of the Year.

Insurance firm AIA Singapore (AIA) emerged victorious at the prestigious Insurance Asia Awards for its excellence in delivering customer-focused solutions and strong digital innovation, driven by the vision leadership of CEO Wong Sze Keed.
 
Amidst rising medical costs and rising demand for mental wellness support, AIA continued to spearhead people-first solutions and support customers and their loved ones. Through its exclusive partnership with WhiteCoat, AIA strengthened healthcare accessibility to deliver affordable telemedicine, health screenings, and paediatric care to over a million insured members. AIA also introduced the first-in-market mental health enhancement for corporate insurance at no additional premiums, ensuring accessible, high-quality mental healthcare for a third of Singapore’s workforce.

Recognising the need to empower Singaporeans to achieve their goal of holistic wellness, AIA strategically consolidated its offerings and launched AIA Health360, a comprehensive suite of solutions encompassing the gamut of total wellness. Built on 4 key pillars—Plan Well, Protect Well, Be Well, and Live Well—AIA Health360 empowers customers to take charge of their holistic needs, spanning financial wellness, healthcare, insurance solutions, and physical wellness.

Under its Protect Well pillar, AIA introduced targeted solutions to address pressing health concerns and critical protection gaps faced by Singaporeans.

AIA found that Singaporeans vastly underestimate the Critical Illness (CI) coverage they need, with affordability cited as the primary barrier to purchasing CI insurance. To tackle these challenges, AIA launched AIA Ultimate Critical Cover (UCC), an affordable, comprehensive CI  plan designed to make CI coverage more accessible and encourage young adults to be adequately protected against CI as early as possible.  

AIA UCC covers 150 medical conditions and 73 critical illnesses across early, intermediate, and major stages. It provides unlimited reset benefits, and customers are eligible for premium discounts on the plan if they remain active and enhance their health status through AIA Vitality. This is AIA's comprehensive wellness programme designed to support members in maintaining an active lifestyle and staying healthy.

Understanding that simply offering a CI plan was not enough, AIA also sought to tackle widespread misconceptions and reshape perceptions about CI through a strategic storytelling-driven campaign. This campaign successfully drove awareness of the importance of CI coverage, narrowed the knowledge gap, and empowered Singaporeans to take proactive steps to protect their future.

Another key solution AIA introduced was AIA Centurion PA, Singapore’s first personal accident plan covering Alzheimer’s and Parkinson’s Disease. With findings revealing that 60% of Singaporeans are most concerned about dementia amongst old-age ailments, AIA launched the Centurion PA plan. This plan features the market’s first optional rider attached to a personal accident plan, addressing the nation’s top health worry.

Under CEO Wong Sze Keed’s leadership, AIA Singapore achieved another year of strong results in 2024 with a 15% value of new business growth for the full year, supported by double-digit growth across both our agency and partnership distribution channels. Its annualised new premium has also increased by 52% to US$897m. At the same time, Gallup scores for employees have improved year on year, with an increase in engaged employees.

Through her bold leadership and people-centric solutions, Wong has empowered Singaporeans to take charge of their holistic wellness. Her innovative approach has not only reinforced AIA’s market leadership but has also fostered a lasting, positive impact on the well-being of customers and AIA employees alike. Sze Keed’s vision for AIA goes beyond profit—she fosters wellness, inclusivity, and empowerment within the company, supporting employee well-being with wellness days, mental health insurance, and flexible benefits. She also promotes a learning-driven culture through the EXCO mentorship programme, providing direct mentorship and leadership opportunities to young talent.

For her contributions to the company and to the insurance industry alike, Wong Sze Keed emerged as CEO of the Year in the awards programme, with AIA Singapore being recognised as the International Life Insurer of the Year - Singapore. AIA UCC has also been awarded the Health Insurance Initiative of the Year - Singapore.

Marking its 10th anniversary, Insurance Asia Awards honours companies, initiatives, and leaders that have achieved outstanding milestones, set new benchmarks, and transformed the insurance landscape through cutting-edge innovation.

The Insurance Asia Awards is presented by Insurance Asia Magazine. To view the full list of winners, click here. If you want to join the 2026 awards programme and be acclaimed for your company's significant impact on its customers with exceptional products, services, and solutions in the insurance industry, please contact Julie Anne Nuñez-Difuntorum at [email protected].