Prudential Syariah Targets Families at CFD to Boost Children's Insurance Penetration

Prudential Syariah is consistently innovating in the development of insurance services to meet the needs of Indonesian families, including protection for children. The company is also intensifying its literacy and education activities. In commemoration of National Children’s Day, Prudential Syariah engaged directly with the public at the Car Free Day area in Jakarta on Sunday (26/7/2026) to introduce its insurance protection innovations, particularly for children. The event was packaged with various entertainments, ranging from cardio dance and a performance by child artist Quinn Salman, to quizzes. ‘This is our first CFD event in a series of campaigns about #1 that protects, as well as to celebrate National Children’s Day. All these activities involve the family because we believe that family, especially children, are the most important and must be prioritised,’ said Prudential Syariah Chief Customer Marketing Officer Vivin Arbianti Gautama at the #1 Family Fest event in the Sudirman CFD area, in front of the Ministry of Education and Culture building, on Sunday. Vivin noted that around a thousand people participated in the event, mostly children accompanied by their parents. During the moment, Vivin emphasised that Prudential Syariah consistently invites Indonesian families to jointly protect children through guaranteed future planning via insurance. ‘Of course, we want to further introduce Prudential Syariah. We want to invite families to focus together on planning for children’s futures, especially from a financial perspective. It is very important for families to start planning immediately, whether for education, health protection, or other insurance protections,’ she explained. Among the products introduced by Prudential Syariah is PRUTahapan Cemerlang, a term life insurance policy designed to prepare a child’s future fund. Having been launched only about two months prior, Vivin revealed that public enthusiasm has been positive. ‘Just launched, it already has thousands of customers. We strongly believe customers are very concerned about their children’s future. When we launched PRUTahapan Cemerlang, which focuses on education where the benefit can guarantee a policy for funding stages from kindergarten to university, the response was very positive because many Indonesian families are increasingly aware of the importance of guaranteed education costs for their children’s future,’ she explained. In addition to PRUTahapan Cemerlang, Prudential Syariah also offers various other types of insurance for Indonesian families, including a range of health and critical illness insurance (PRUCritical Amanah). Vivin hopes that the event can reach more Indonesian families to learn about types of insurance protection. Prudential Syariah is also actively promoting literacy and education to the public through various other activities. It is hoped that these consistent efforts can boost the Sharia insurance inclusion rate in Indonesia. ‘Our target is as many as possible, because if we look at Sharia penetration, it is still small, less than 1 percent, so we want to continue introducing this Sharia insurance. That Sharia insurance is not only life protection but also health, children, critical illness, and even inheritance preparation. So, it is very broad and can meet various protection needs of Indonesian families,’ she said.