Corporate Social Responsibility

PRUKasih Journey

Helping people to get the most out of life is our purpose, which has always motivated us to do what we do. With our commitment to helping the underserved communities achieve their life goals by providing them with the support they need, PRUKasih is born.

PRUKasih is a free financial protection plan introduced by Prudential Assurance Malaysia Berhad (PAMB) to support the Government's initiatives by improving the lives of the urban low-income households (LIH) in Malaysia. This initiative started in 2011 as a brainchild of a partnership between PAMB and Yayasan Generasi Gemilang.

Through PRUKasih, eligible community members from our participating communities will receive temporary financial relief when the breadwinner of a family is unable to generate income due to accident, illness or even death. Apart from covering their monthly rental and food needs, PRUKasih also provides the affected families with monetary aid for funeral expenses when the breadwinner passes away to help the family during these difficult times.

With the success of the pilot programme in PPR Sri Pantai, PRUKasih has then since expanded into 35 communities in the Klang valley, Johor, Penang, and Sarawak. The recent community in PPR Seri Semarak has provided access to 40,429 families within the span of 4 years. PRUKasih has protected over 33,857 community members as of June 2022 with more than 12,134 claims approved with a total of RM17.7M that has been paid out to the community members.

During the pandemic, we extended our PRUKasih coverage to members who lost their income due to the pandemic. We also provided essential needs such as face masks, food, and medical aid to our PRUKasih members as a call of need for our community #kitajagakita.

PRUKasih Congregated Adult Financial Education

In 2019, the PRUKasih journey continues through our PRUKasih Congregated Adult Financial Education in collaboration with Agensi Kaunseling & Pengurusan Kredit (AKPK) and the Malaysian Financial Planning Council (MFPC). The focus on increasing financial awareness for adults in the PRUKasih communities.

Over the years, the programme’s financial module has been enhanced to focus on individual and family budgeting. We also equip participants with knowledge on financial protection such as takaful and insurance. The programme also engages participants with real-life scenarios of financial management decisions such as prioritising needs over wants, investments, and saving for a rainy day. 

PRUKasih Entrepreneurship Programme (PEP)

We have collaborated with Taylor’s Community to launch PRUKasih Entrepreneurship Programme in 2020. This programme provides business knowledge and emotional readiness that can be applied in their business. As of today, we have 84 micro-entrepreneurs who graduated from the programme and were able to increase their income. Although each participant has their unique journeys. Overall these participants have gained better control of their emotional health, have learnt the art of designing marketing campaigns for their business, and have shown courage in pitching their product to judges in the final pitching session.

Beautiful Gate Entrepreneurship Programme (BEP)

Similarly to PRUKasih Entrepreneurship Programme, Beautiful Gate Sustainability Programme was initiated to help the residents from Beautiful Gate Foundation for the Disabled to grow and sustain their homemade coffee business, BG Coffee.

During the duration of this six-month programme, they were equipped with business knowledge to grow their coffee business. In June, the participants of this programme presented their business proposal and was entitled to receive a grant worth of RM5,000. We had our Chief Human Resource Officer, Karen Ow, as one of the judges along with our collaborating partners, Taylor's Community and Yayasan Generasi Gemilang.

PRUKasih would not have been as successful as it is today if it weren’t for the support of various local and national government agencies as well as NGOs in this journey together to DO Good for our community. We hope that through PRUKasih, we can continue to bring positive change to our communities to help them get the most out of life.

“The greatness of a community is most accurately measured by the compassionate actions of its members." – Coretta Scott King.