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Details 11 December 2020
When it comes to loyalty programmes in the finance and insurance sector, Prudential is a familiar name to most. In fact, the company s Ascend by Prudential programme won it the bronze award for Best loyalty programme – financial & insurance at
MARKETING-INTERACTIVE s Loyalty & Engagement Awards 2020. According to Angeline Alexander, head of HNW (high net worth) & Affluent segments at Prudential, the company pivoted to provide immediacy and simplicity in its offerings this year in a bid to suit the changing consumer behaviour.
Alexander (pictured) also noticed there is a change in consumers lifestyles. Consumers are slowly transitioning from a three-stage life (education, work, and retirement) to a multi-stage life where they can expect to take several breaks during the course of their lives to gain more knowledge, pursue passions, take sabbaticals from work and explore new career paths. Prudential thus sought t