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Prudential Introduces PRUKasih Aman To Protect More Underserved Families Nationwide

Prudential Introduces PRUKasih Aman To Protect More Underserved Families Nationwide

Prudential strengthens Corporate Social Responsibility initiative with its new affordable and inclusive protection plan.

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Prudential Assurance Malaysia Berhad (PAMB) has reinforced its commitment to build financial resilience among the underserved communities with the introduction of PRUKasih Aman, a new protection plan developed under its flagship PRUKasih corporate social responsibility (CSR) programme.

The PRUKasih programme was initiated in 2011 to provide temporary financial relief for urban low-income families facing unexpected loss of income due to illness, accident and death. Approximately 34,000 individuals have benefited from Prudential’s PRUKasih programme with a total payout of RM18.5 million to date.

Under the new PRUKasih Aman protection plan, more families can be safeguarded while receiving better benefits up to total coverage of up to RM18,000, which includes daily hospitalisation allowance, funeral expenses and death benefit. In the event of unfortunate death due to accident, an additional death payout will be payable. All for a premium of only RM75 for 1 year coverage.

“We are highly supportive of the Government’s efforts to expand insurance protection for the B40 population. Our vision for PRUKasih Aman is to provide a safety net to the underserved communities who are financially vulnerable to income disruptions, so that they can continue providing for their families in difficult times,” said Eric Wong, Chief Marketing and Partnerships Distribution Officer of PAMB.

Families can now increase their household’s protection as multiple family members can sign up for PRUKasih Aman, unlike the previous PRUKasih programme where protection was only offered to the family breadwinner. To ease the transition of existing PRUKasih members to the new plan, Prudential will be offering them a RM50 premium discount voucher.

With the help of technology, the PRUKasih Aman protection plan will also be highly accessible to underserved families nationwide through easy application, premium payments and claims submission on Prudential’s mobile app Pulse, thus further ensuring more families are financially resilient.

Since its inception, the PRUKasih CSR programme has gone beyond providing temporary financial relief to include financial education and entrepreneurship training with the aim to advance the community’s socioeconomic standing. The strategic programme addresses the short and long-term financial challenges faced by the underserved community so that they can build a stronger financial future for themselves.

Wong added, “Prudential remains committed to bringing programmes that will help the community be more financially independent so that they can improve their socioeconomic status. As the saying goes if you teach a man to fish, you feed him for a lifetime and that is what our CSR initiative is about – giving them an opportunity for a financially stable future so that they can get more out of life.”

In recognition of its visionary community programme, Prudential was awarded the “Company of The Year (Insurance & Investments)” and “Long-Standing Excellence Award” at the Sustainability & CSR Malaysia Awards 2022; and “Most Socially Responsible Life Insurance Company” at the International Finance Award 2022.

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