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Prudential Rolls Out ‘Cha-Ching On the Go’ to Bring Money Skills to Every Child

KUALA LUMPUR, 27 August 2025 – In Malaysia, children are often urged to excel academically as the path to success, but financial education is rarely part of the picture. This gap has consequences later in life with many young adults struggling to manage their finances and showing worrying signs of debt[1]. Recognising this pressing challenge, Prudence Foundation and Prudential Assurance Malaysia Berhad (PAMB) launched the ‘Cha-Ching On the Go’ programme for primary school students, with the inaugural phase set to reach 17,400 children across Kuala Lumpur and Putrajaya. The launch was graced by YB Senator Puan Saraswathy Kandasami, Deputy Minister of National Unity.

Expanding from the original Cha-Ching programme, developed by Prudence Foundation in 2011, ‘Cha-Ching On the Go’ aims to transform financial education into an engaging, accessible experience for children through interactive activities and games that spark curiosity. The new phase takes the programme beyond a classroom setting to ensure that children in underserved communities have increased opportunity to learn essential money management skills.

Organised in collaboration with non-governmental organisation Pertubuhan Kebajikan Dana Kita, ‘Cha-Ching On the Go’ features a roadshow where the Cha-Ching On the Go truck as well as the Bank Negara Malaysia (BNM) Jelajah Ilmu truck and Mobile Lab bus will visit targeted schools and residential areas. In its first year, the programme will be implemented across 30 government primary schools and 12 Program Perumahan Rakyat (PPR) communities in Kuala Lumpur and Putrajaya.

Speaking at the launch, YB Senator Puan Saraswathy said, “When government, corporates and NGOs join forces, we not only strengthen national policies, but we also bring real change to communities. This is the spirit of Malaysia MADANI - a multi-stakeholder collaboration to nurture a financially literate, resilient and inclusive generation.”

Eric Wong, Chief Marketing & Partnerships Distribution Officer, Prudential Assurance Malaysia Berhad (PAMB) commented, “We believe every child deserves to learn financial literacy, just like we teach them reading, writing and numeracy. Through 'Cha-Ching On the Go', we aim to make financial education fun and engaging from an early age and equip the new generation with the tools they need to build a secure future. This is in line with our commitment to providing simple and accessible solutions for every generation, a key direction for Prudential Malaysia."

Muhammad Zahran Bin Yaacob, Treasurer from Pertubuhan Kebajikan Dana Kita sees Cha-Ching On the Go as an extension of its mission to empower underserved communities. "At Dana Kita, we believe education is the key to breaking cycles of poverty and financial literacy is an important part of that. Many of the children we work with have never been exposed to basic money management concepts. ‘Cha-Ching On the Go’ allows us to give them not just the tools to manage their finances, but also the confidence to dream bigger and make better choices for their future."

"Financial literacy is an essential life skill. By introducing basic money management concepts in an interactive way to children, we can build a future generation of financially savvy and responsible individuals. At Prudence Foundation, we are proud to see Cha-Ching On the Go bring fun and educational Cha-Ching activities to children in communities who may otherwise have limited access to such education,” said Nicole Ngeow, Executive Director, Prudence Foundation.

Over the next year, PAMB aims to expand the programme nationwide, ensuring children from diverse backgrounds gain essential money management skills from an early age.

Cha-Ching, developed in partnership with Cartoon Network, teaches children aged 7 to 12 four key money concepts: Earn, Save, Spend and Donate. Using animated videos and experiential modules, it makes learning fun and relatable, with supporting materials for teachers and parents. The Cha-Ching Curriculum with structured lessons has been implemented in schools since 2014. The Curriculum programme has since trained 3,851 teachers and reached 283,250 students across the country to-date. Across Asia and Africa, the Cha-Ching Curriculum has been implemented in 16 markets, trained close to 90,000 teachers and reached over 3.2 million students. 

For more information on Cha-Ching and Cha-Ching On the Go, please visit https://www.prudential.com.my/en/our-company-community-investment-programmes/cha-ching/.

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[1] Ministry of Finance. Press Citations.AKPK Reports 53,000 Under-30s Owe RM1.9 Bln – Amir Hamzah