Prudential appoints Patrick van Heerde as chief partnership distribution officer

He was formerly the APAC head of partnerships for HSBC Life.

Prudential has appointed Patrick van Heerde as chief partnership distribution officer, effective 4 November.

Van Heerde is tasked with spearheading Prudential’s bancassurance businesses across its 24 markets in Asia and Africa. He will be based in Hong Kong.

He brings over 20 years of experience working in the financial services industries of Asia and Europe. His expertise includes product development, distribution architecture, customer touchpoint management, partnership models, and digital and data, according to Prudential.

Most recently, Van Heerde was the Asia-Pacific Head of Partnerships for HSBC Life.

He was also previously the head of Partnership Management for AIA in Thailand and also held senior partnership, business development, e-Business and transformation roles for Manulife Asia in Thailand and Indonesia.

He reports to Dennis Tan, managing director, strategic business group.

Van Heerde succeeds Anthony Shaw, who has decided to leave Prudential after nearly 20 years to pursue opportunities outside of the group.