Great Eastern wins two awards at Asian Innovation Excellence Awards 2025

Innovative solutions strengthen financial resilience for families and children in Singapore.

Great Eastern won Singapore Consumer Product Innovation of the Year - Life Insurance and Singapore Marketing Innovation of the Year - Life Insurance in the Asian Innovation Excellence Awards 2025.

Singapore’s longest-established insurer earned the honours for two initiatives that address evolving customer needs across generations.

Its GREAT Life Multiplier whole-life insurance plan was developed to support the sandwich generation, young professionals and mid-career adults balancing care for both children and ageing parents. Recognising the lack of a single, affordable protection solution, Great Eastern created a plan that brings peace of mind as it financially secures families against death, terminal illness, and total and permanent disability, with optional critical illness coverage.

The plan allows flexible multiplier options and riders that extend coverage to dependents, such as the Parent Care Rider that protects elderly parents against late-stage critical illnesses like severe dementia, Alzheimer’s disease, Parkinson’s disease, and major head trauma.

Policy ownership can later be transferred to children, ensuring continued protection and financial security. Designed from customer feedback, GREAT Life Multiplier simplifies lifelong financial planning and empowers families to stay resilient as responsibilities grow.

Meanwhile, the Great FinChamp online game was recognised for its impact on youth financial literacy. Aimed at primary school children aged 7 to 12, the free game introduces money management concepts in a fun, story-based format. Players learn the importance of saving, spending, and investing wisely, whilst also discovering how insurance can protect against life’s uncertainties.

“Besides financial literacy concepts, the game also includes insurance components for players to appreciate the importance of having protection against life’s curveballs, such as illnesses and accidents! It encourages students to weigh the pros and cons for informed decision-making, understand the impact of choices (cause and consequence), and to reflect on personal goals and aspirations, because money is never the end-all,” Great Eastern stated.

Launched at the National Families for Life Festival 2025, The Great FinChamp drew nearly 400 children in its debut and continues to expand through the nationwide Great FinChamp Challenge. The initiative forms part of Great Eastern’s financial literacy outreach under its Great Eastern Cares programme, underscoring the company’s commitment to nurturing financially confident future generations.

The Asian Innovation Excellence Awards honours companies that achieve measurable outcomes and address key challenges through innovation and operational improvement, recognising initiatives that drive meaningful progress across diverse industries in the region.

The Asian Innovation Excellence Awards is presented by Asian Business Review. To view the full list of winners, click here. For more information on the awards programme, you may contact Julie Anne Nuñez-Difuntorum at (+65) 3158 1386 ext 242 or at [email protected].