What insurance brands do Singapore’s wealthy trust most?

AIA and Prudential were ranked 2nd and 3rd most trusted brands.

Singapore’s high-net-worth (HNW) and ultra-high-net-worth (UHNW) individuals are expected to continue placing their trust in HSBC Life, AIA, and Prudential as the most reliable insurance providers in 2025, according to Agility Research & Strategy’s latest WealthLens survey.

The study, which tracks the preferences of Singapore’s wealthiest, shows that HSBC Life leads the insurance sector with a score of 83, underscoring its strength in high-value policies and integrated wealth solutions. 

AIA follows with 69 points, supported by its wide product range and established reputation, whilst Prudential ranks third at 66, reflecting its long-standing brand presence amongst affluent clients.

Agility noted that the outlook for these brands is shaped by rising demand for holistic wealth and protection solutions, as well as the growing importance of trust and stability in insurance relationships. 

The WealthLens study also found that brand perception amongst affluent consumers is driven by salience, customer experience, and long-term relevance. 

This means continued pressure on insurers to adapt their offerings to the evolving needs of both Next Gen wealth holders and legacy-driven clients.