Sharia Insurance Penetration Below 1 Percent, Prudential Sharia Expands Reach
JAKARTA – Islamic financial literacy and inclusion in Indonesia are showing an upward trend, though sharia insurance penetration remains relatively low.
Against this backdrop, PT Prudential Sharia Life Assurance has recorded contribution growth whilst expanding access to sharia-based protection through product innovation and distribution channels.
According to the 2025 National Survey of Financial Literacy and Inclusion (SNLIK) by the Financial Services Authority (OJK), Islamic financial literacy increased from 39.11 percent in 2024 to 43.42 percent in 2025.
This situation underscores the challenge of broadening access to sharia-based protection to reach a larger population.
Vivin Arbianti Gautama, Chief Customer Marketing Officer of Prudential Sharia, stated that the company’s focus is to continue providing protection solutions that are truly relevant for various segments, expand protection access through distribution channels, and ensure that every solution offered stems from participant needs rather than mere trends.
“So it’s not just about introducing new products, but about providing targeted, inclusive and affordable protection,” Vivin said in a statement on Saturday (28 February 2026).
The company also offers PRUCritical Amanah as a solution for life protection against critical illness risks, and PRUSafar Plan designed to protect every step in the preparation and performance of the Hajj pilgrimage.
On the health protection line, Prudential Sharia offers PRUWell Medical Syariah, which applies fair pricing concepts, and PRUSehat Syariah targeting young generations.
On the distribution front, the company is supported by more than 80,000 business partners and marketing agents across Indonesia, equipped with the Sharia Way of Selling approach.
Literacy enhancement efforts are also conducted through the Sharia Knowledge Centre (SKC) as an Islamic economic information channel. Additionally, the company actively uses social media and has reached approximately 3 million digital users.
Collaboration with communities, universities, and Islamic organisations such as Nahdlatul Ulama (NU), Al-Azhar, and Muhammadiyah has delivered literacy and social programmes benefiting around 300,000 people.
In line with these innovations and access expansion, Prudential Sharia has recorded positive performance trends through the third quarter of 2025 (year-to-date).