Why does access to protection matter just as much as protection itself?
In this article, Prudential Assurance Malaysia Berhad's Chief Customer, Marketing & Product Officer Chee Foong Wai shares why making protection accessible is an important part of helping Malaysians make their promises real. Drawing on Prudential's work with underserved communities through PRUKasih Aman, she reflects on the experiences of persons with disabilities who support their families and why every promise deserves the chance to be made real.
Everyone deserves the chance to protect the people they love. For underserved communities, getting protection can be difficult. Questions around eligibility, access and where to begin can leave people vulnerable when the unexpected happens.
Working with Beautiful Gate has helped us better understand the experiences of persons with disabilities who support their families, with some contributing to the household income and others serving as the primary breadwinners. Their hopes are no different from ours. They work hard for the people who depend on them and want to know their loved ones will be cared for, even when they are no longer around.
When developing insurance products, we often focus on the protection and benefits they provide. Access matters just as much. Even the right protection cannot help if the people who need it struggle to reach it.
PRUKasih Aman helps close this gap by making protection simpler and more accessible. Working with community organisations such as Beautiful Gate, our teams and volunteers go on the ground to explain the protection available, answer questions and guide people through registration. The support continues when a loved one is no longer there, helping families receive the financial support intended for them.
I am proud of PRUKasih Aman and the team behind it for giving more Malaysians the opportunity to protect those who depend on them. By listening to the communities we serve, understanding the barriers they face and bringing support directly to them, the team is helping ensure no one is left behind. This is how Prudential makes promises real.
Being named Insurance Inclusion Initiative of the Year at the Insurance Asia Awards 2026 for the fourth consecutive year, alongside receiving the CSR & Sustainibility Award for the eight consecutive year, is a proud reminder of why making protection accessible matters. Everyone deserves the opportunity to protect the people they love. Every promise deserves the chance to be made real.
