Prudential Targets the 'Sandwich Generation' and Young Professionals with PRUMapan
REPUBLIKA.CO.ID, JAKARTA — PT Prudential Life Assurance (Prudential Indonesia) has launched PRUMapan, a traditional life insurance product with the ‘Dana Mapan’ benefit, designed to help Millennials and Gen Z plan their long-term finances in an affordable, flexible, and easily accessible manner. Through PRUMapan, Prudential Indonesia hopes to support young Indonesians in realising a secure future while reducing the risk of being caught in the ‘sandwich generation’ cycle.
The launch of PRUMapan is relevant to the current realities faced by young Indonesians. Many young people are under financial pressure due to high living costs, family responsibilities, and rising inflation.
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, according to YouGov research (October 2024), around 41 million people in Indonesia are classified as the ‘sandwich generation’, with the majority consisting of Millennials (53 percent) and Gen Z (26 percent). This situation has the potential to create prolonged financial and emotional burdens if not anticipated through careful financial planning from an early age.
On the other hand, awareness among young people about the importance of financial planning is increasing. Prudential Indonesia’s internal survey in 2025 recorded that 82 percent of young Indonesians are starting to think about financial planning, and 88 percent of them want to have protection and be able to be financially secure in old age so as not to become a burden on their families.
In line with this, the Indonesia Millennial and Gen Z Report 2026 by IDN Research Institute also shows that 63 percent of young people have side jobs to help their families, and 60 percent do so to prepare personal savings. This reflects the spirit of young people to be more independent, productive, and responsible for their future.
Karin Zulkarnaen, Chief Customer & Marketing Officer of Prudential Indonesia, said that for young people, today’s financial challenges are not just about income, but about a sense of security for the future, not to mention the market volatility that can occur at any time. Prudential Indonesia starts from the customer’s perspective, how a solution can truly be relevant to their dynamic life, full of responsibilities, and full of dreams.
A survey from IDN mentions that as many as 43 percent of Gen Z and 44 percent of Millennials show a strong interest in increasing income through side jobs or having a small business. “For this reason, PRUMapan is designed so that young people can plan for their future to be financially independent, which can be done by building a business or starting a business one day that can start now in an affordable, flexible, and certain way so that they can remain productive today to realise their dreams in the future,” she said on Wednesday (25/2/2026).
Responding to the needs of today’s young people, PRUMapan is designed as a long-term financial planning solution that is easy to understand and relevant to the lifestyle of young people. With premiums starting from IDR 200,000, flexible payments, guaranteed returns in the form of the ‘Dana Mapan’ benefit, and a registration process without medical examinations, PRUMapan makes it easy for young people to start now.