Prudential Targets Gen Z with Affordable Life Insurance
Prudential Indonesia has launched PRUMapan, a traditional life insurance product designed for the Millennial and Gen Z generations. This product aims to help young people plan their long-term finances while reducing the risk of falling into the ‘sandwich generation’ cycle.
Data from the Central Statistics Agency (BPS) indicates that Indonesia’s inflation will reach 2.92% by the end of 2025 (year-on-year), while YouGov research (October 2024) shows that approximately 41 million people in Indonesia belong to the ‘sandwich generation’, with the majority being Millennials (53%) and Gen Z (26%).
Chief Customer & Marketing Officer of Prudential Indonesia, Karin Zulkarnaen, stated that the potential market among young people is still very large. She added that the latest data shows that only 21 million Indonesians have individual insurance policies.
“The market for Gen Z and Millennials is still very large. Our population is largely composed of young people, so this market is very important to us. We see that many people in Indonesia still lack insurance protection,” said Karin during the launch of PRUMapan at Bale Nusa on Wednesday (February 26, 2026) evening.
The PRUMapan premium starts from IDR 200,000, with flexible payment options, guaranteed returns in the form of the ‘Dana Mapan’ benefit, and a registration process that does not require a medical examination.
Some of the benefits of this product include life protection against natural death and additional coverage for accidental death, as stipulated in the policy. It also includes the ‘Dana Mapan’ benefit, which is paid from the age of 55 to 75 (or 20 years after the ‘Usia Mapan’).
Furthermore, it offers flexibility to access the ‘Dana Mapan’ benefit earlier, starting from the age of 45 or after 11 premium payments (whichever comes later), as well as the option of additional premiums at the beginning of the policy to increase the ‘Dana Mapan’ benefit, specifically for policyholders aged 37 or older.
The maximum benefit that can be received is up to 5.8 times the annual premium, depending on the policyholder’s age. The product also provides flexible cash benefit options to suit customer needs, such as the option to receive the ‘Dana Mapan’ benefit in equal annual installments over 21 years or in a larger amount in the first year and equal amounts in subsequent years.
Registration is easy, with no health examination required for a maximum annual premium of IDR 250 million per policyholder, or with a few health questions for annual premiums exceeding IDR 250 million up to IDR 500 million per policyholder.