Continuous Innovation Drives Prudential Syariah to Win Best Sharia Life Insurance 2026
PT Prudential Sharia Life Assurance (Prudential Syariah) has received an award at the Indonesia Sharia and Halal Top Brand Awards 2026, winning the Indonesia Best Sharia Life Insurance 2026 category with Inclusive Protection Solutions through Continuous Innovation. This recognition affirms Prudential Syariah’s commitment as a pioneer in innovation within Indonesia’s Islamic insurance industry, delivering protection solutions that are relevant, inclusive, and oriented towards participants’ needs.
Amid rising trends in Islamic financial literacy, inclusion challenges remain significant. According to Indonesia’s National Survey on Financial Literacy and Inclusion (SNLIK) conducted by the Financial Services Authority (OJK) in 2025, Islamic financial literacy increased from 39.11 per cent (2024) to 43.42 per cent (2025), whilst inclusion rose modestly from 12.88 per cent to 13.41 per cent. Islamic insurance penetration has yet to reach 1 per cent. This situation underscores the importance of innovation alongside expanded access to enable more people to benefit from Shariah-based protection.
Vivin Arbianti Gautama, Chief Customer Marketing Officer at Prudential Syariah, stated that the award reflects strong collaboration among participants, sales personnel, and business partners to expand public access to Islamic insurance. The award serves as both a reminder and motivation that innovation must continue delivering tangible benefits and become increasingly accessible.
“Looking forward, our focus is on delivering protection solutions that are truly relevant to various segments, expanding protection access through distribution channels, and ensuring every solution we offer stems from participants’ actual needs rather than mere trends. So it is not just about introducing new products, but providing targeted, inclusive, and affordable protection,” Vivin said in a statement on Saturday (28 February 2026).
Prudential Syariah continues to innovate by introducing products tailored to participant needs, including:
Life protection solutions for preparing valuable legacies through PRUHeritage Syariah Essential Plan and PRUHeritage Syariah USD.
Life protection solutions against critical illness risks through PRUCritical Amanah.
Protection solutions focused on Islamic values through PRUSafar Plan, providing protection for every stage of preparing for and undertaking the Hajj pilgrimage.
Health protection solutions through PRUWell Medical Syariah, which applies fair pricing concepts, and PRUSehat Syariah as an innovative product for younger generations.
Beyond product innovation, Prudential Syariah maximises distribution channels and expands the reach of Islamic protection through more than 80,000 business partners and sales agents across Indonesia, all trained in the Sharia Way of Selling. Additionally, Prudential Syariah is expanding bancassurance channels through partnerships with Bank Syariah Indonesia (BSI), reaching over 22 million BSI customers.