Prudential

Simplifying Prudential’s participating funds through storytelling

Service: Consulting
Focus: GTM Assets

Overview

Structurally complex participating funds customers struggled to understand

Prudential is a leading insurer in Singapore offering a range of financial solutions, including participating (par) funds that underpin many of its long-term wealth and protection products. Its products are sold through a wide network of distributors and financial representatives, most of whom speak to and interact with customers directly.

Challenge

Communicating a complex financial concept with clarity

While parfunds are foundational to many financial products, explaining how they worked often proved difficult for Prudential’s Financial Representatives. These Representatives understood the mechanics of par funds, but found it difficult in translating them into simple, customer-friendly language, and linking the fund structure to real benefits for less financially savvy customers.

Approach

Making finance more approachable and understandable

We began by speaking with stakeholders and financial representatives to understand where conversations were breaking down. Through isolating the core dynamics of the par funds, we reframed them into something more intuitive and relatable for the everyday customer.

Garden Analogy Creation: We developed an analogy that related the mechanisms of the par funds to a garden, transforming an abstract financial concept into a visual, everyday idea that customers could easily grasp.
Sales Enablement Materials: We created supporting materials for Financial Representatives to explain the concept of the Par Fund Garden, including a placemat that would empower them to explain the analogy in a structured and consistent manner.
Explainer Video: We scripted and produced a short explainer video that animated the garden concept, educating both Financial Representatives and customers alike about how carefully cultivated wealth can lead to long-term growth.

Results

Clearer and more confident conversations about par funds

By transforming par funds into a relatable narrative supported by tangible tools, Prudential was able to equip its Financial Representatives with a more consistent and customer-friendly way of communicating complex financial solutions.