Prudential Assurance Malaysia Berhad (Prudential) has been serving Malaysians since its establishment in 1924. By the financial year ending 31 December 2014, the company recorded RM1.12 billion in new business annual premium equivalent (APE). Beyond its business success, Prudential is deeply committed to financial protection, financial literacy, and disaster preparedness, particularly for urban low-income households (LIHs). These focus areas align with its core mission of protection and enable the company to make a meaningful impact on society.
Prudential’s initiatives also support the national agenda by complementing the Government’s efforts to eradicate poverty and enhance financial literacy under the Government Transformation Programme. Through its Financial Education initiatives, the company extends learning opportunities to both adults and children in need.
Partnerships for Greater Impact
To drive its Corporate Social Responsibility (CSR) efforts, Prudential collaborates with Yayasan Generasi Gemilang (YGG), which has played a key role in implementing various initiatives. Additionally, the company works closely with the National Council of Welfare and Social Development Malaysia (MAKPEM), DBKL, the Ministry of Women, Family and Community Development (KPWKM), and Jabatan Kebajikan Masyarakat (JKM). These partnerships have helped shape Prudential’s CSR programs, which include empowering community leadership through Resident Associations in adopted communities.
By 2018, Prudential aimed to reach 50,000 households and 50,000 children across Malaysia, ensuring wider access to financial protection, financial education, and disaster-preparedness programs.
Disaster Relief and Rebuilding Efforts
When severe floods struck Malaysia’s East Coast in late 2013, Prudential stepped in to support flood victims in Pahang, Terengganu, and Johor. The company contributed RM100,000 to MERCY Malaysia’s flood relief fund, facilitating the setup of mobile clinics and the distribution of hygiene kits to affected communities.
In May 2015, Prudential Malaysia launched a large-scale rebuilding initiative for flood victims in Kampung Serasa, Dabong, Kelantan. Many residents had lost their homes due to devastating floods between December and January. With the help of over 400 volunteers, including staff, agents, and members of the public, Prudential successfully built 14 new homes in just one month. The RM1.2 million project was fully funded by Prudence Foundation, Prudential’s regional community investment arm, as part of its post-disaster relief efforts to restore communities impacted by natural disasters.
A Hands-On Approach to CSR
Prudential ensures that CSR remains relevant and engaging for its employees by fostering a hands-on approach. Volunteering opportunities are embedded in its CSR activities, allowing staff and agents to contribute actively to community service. CSR programs serve as a unifying platform, reinforcing a shared sense of purpose across the organization.
While the company acknowledges that socially responsible brands gain consumer trust and loyalty, Prudential’s commitment to CSR goes beyond business strategy. Giving back to society has long been an integral part of its identity, and it remains dedicated to supporting the communities in which it operates.
