Newsroom - Press Release

Walking Your Way
to Free Cancer Coverage

KUALA LUMPUR, 12 October 2020 – As more Malaysians turn to apps to better manage their health and wellness, Prudential Assurance Malaysia Berhad (PAMB) has introduced the Step Up Against Cancer (SUAC) Challenge on its AI-powered health app, Pulse by Prudential. Innovating the way protection is provided, the challenge is in line with its commitment to provide affordable and accessible healthcare to all Malaysians.

One of the insights from the Malaysian Health Survey 2020 conducted by PAMB and iMoney earlier this year, is that one in four Malaysians would rely on their friends and family to help them cover their medical costs in health emergencies. The SUAC Challenge aims to increase awareness among Malaysians about the importance of financial protection against cancer, a critical illness that does not discriminate and can strike anytime.

Registered users of Pulse* are challenged to take at least 5,000 steps a day and invite friends and family members to join as new Pulse users to earn up to RM12,500 of free cancer coverage for one year, within the first 100 days from signing up for the challenge. All they need to do is to enroll for the SUAC Challenge and make sure their fitness tracker is connected to Pulse so that their steps are synced with the app. The challenge is open to Pulse users who are not yet a Prudential customer.

Users who have signed up for the SUAC Challenge are also automatically eligible for Prudential’s Special COVID-19 Coverage. The coverage provides a RM1,000 cash relief upon diagnosis and hospitalisation, as well as a RM10,000 death benefit due to COVID-19.

For its existing customers, PAMB has introduced a campaign where policyholders will receive a premium cashback of up to three months** when they sign up for PRUCancer X, a cancer protection plan which provides coverage of up to RM2 million.

“Digital technology continues to revolutionise the delivery of healthcare creating limitless possibilities of empowering the health of Malaysians. The Step Up Against Cancer Challenge is a great way to start their protection planning as it combines the fitness element of walking with the reward of free cancer coverage. While the challenge is targeted at non-Prudential customers, we have in tandem launched a campaign where Prudential customers will enjoy a premium cashback when they sign up for our flagship cancer solution, PRUCancer X. Pulse users who have signed up for Step Up Against Cancer Challenge are also eligible to participate in this campaign to enhance their coverage with PRUCancer X.

Through these campaigns, we want to empower more Malaysians to take charge of their health, encourage them to raise cancer awareness among their family and friends, and seek adequate protection against this debilitating illness,” said Eric Wong, Chief Customer and Marketing Officer, Prudential Assurance Malaysia Berhad.

For more information on Step Against Cancer Challenge please visit:


*Open to first 100,000 non-Prudential customers who are Malaysian citizens, aged 19-50 on their next birthday, on a first come-first serve basis

**Terms apply