Prudential Indonesia Launches PRUMapan, Targeting Millennials and Gen Z
PT Prudential Indonesia has launched its new traditional life insurance product, PRUMapan, targeting the Millennial and Gen Z generations to help them plan for their long-term financial future. This product offers the ‘Dana Mapan’ benefit with affordable premiums and a registration process that is claimed to be easy.
Chief Customer & Marketing Officer of Prudential Indonesia, Karin Zulkarnaen, stated that the launch of PRUMapan is motivated by the financial challenges faced by young people today, ranging from high living costs to increasing family responsibilities.
“For young people, today’s financial challenges are not just about income, but about having a sense of security for the future, not to mention the market volatility that can occur at any time. At Prudential Indonesia, we start from the customer’s perspective, how a solution can truly be relevant to their life realities,” said Karin in an official statement.
Data from the Central Statistics Agency (BPS) shows that Indonesia’s inflation reached 2.92 percent year-on-year by the end of 2025. Meanwhile, a YouGov survey in October 2024 revealed that around 41 million people in Indonesia belong to the ‘sandwich generation,’ with the majority being Millennials (53%) and Gen Z (26%). This situation is considered to have the potential to create prolonged financial burdens if not anticipated through careful planning.
On the other hand, the ‘Indonesia Millennial and Gen Z Report 2026’ from IDN Research Institute shows that 63% of young people have side jobs to help their families, and 60% do so to save for personal savings. The same survey also found that 43% of Gen Z and 44% of Millennials are interested in increasing their income through side businesses or small businesses.
In response to this, PRUMapan is offered with premiums starting from IDR 200,000 per month, flexible payment options, and guaranteed returns in the form of the ‘Dana Mapan’ benefit. This product also provides life protection against the risk of death due to natural causes or accidents, as stipulated in the policy.
The ‘Dana Mapan’ benefit is paid from the age of 55 to 75 or 20 years after the ‘Usia Mapan’ (Mapan Age). Customers also have the option to access the benefit earlier, starting at age 45 or after 11 premium payments, whichever comes last. The maximum benefit that can be received is up to 5.8 times the annual premium, depending on the insured’s age at entry.
This product allows registration without a health check for annual premiums of up to IDR 250 million per insured person. For annual premiums above IDR 250 million to IDR 500 million, prospective customers only need to answer a few health questions.
Chief Strategy & Transformation Officer of Prudential Indonesia, Yolanda Yasinta, said that PRUMapan is designed to provide certainty as well as flexibility for young people.
“We designed PRUMapan as a long-term planning solution that provides certainty and flexibility from the start. With a predetermined benefit value and affordable premiums, young people can build a more planned financial foundation,” said Yolanda.
The founder of Keripik Maicih, Reza Nurhilman, believes that financial planning and protection are important for young entrepreneurs. “Building dreams requires more than just courage and hard work. Risks always exist, and without proper planning, one unexpected event can hinder the dreams that have been built,” he said.
Through PRUMapan, Prudential Indonesia aims to encourage young people to start planning for their future early on so that they can achieve a more stable and controlled financial condition. (E-2)