Prudential Singapore is among the top three life insurers in Singapore. Established in 1931, it is a wholly-owned subsidiary of UK-based Prudential plc - one of the world's top retail financial products and services company with over S$408 billion of funds under management worldwide. Prudential plc is one of only 10 insurance companies worldwide with an 'AAA' financial strength rating from both Standard & Poor's and Moody's.
Prudential Singapore is known for providing quality service and offering innovative products to its customers. It was the first insurer in Singapore to introduce a comprehensive range of investment-linked insurance products in 1992 and is the market leader in this product category. Its PruLink investment funds form the largest investment-linked insurance funds in Singapore at over $2.1 billion.
Prudential's commitment to deliver quality service was recognised by the National Productivity Board in 1994. We won the National Productivity Award for our high rate of productivity and dedication to excellent customer service. In 1997, we became the first insurance company in Singapore to receive the Singapore Quality Class certification. The certification is awarded by Singapore Productivity and Standards Board for business excellence.
Besides excellence in business, Prudential is also committed to developing our people. We were awarded the People Developer Award by the Singapore Productivity and Standards Board in 2000. This is a distinguished national award that recognises Prudential's investment in people and commitment to systematic staff development.
Prudential Singapore was also named Asia's Life Insurance Company of the Year at the Asia Insurance Industry Awards 2000. This award pitted us against the best life insurance companies in the region. What clinched the award for us was our commitment to innovation, to constantly deliver the best products and services to our customers, for instance, our success with the PruSmart Lady product, introducing the unique Dreams Card loyalty programme and exploiting technology readily to deliver strong value.
In 2001, we launched the Prudential Credit Card, the first and only credit card in Singapore that allows for Prudential insurance premiums to be paid from points earned on the card. The PruCard is an enhancement of the Dreams Card loyalty programme. With PruCard, Prudential Singapore is well on our way to becoming a total financial solutions provider with our comprehensive range of insurance products, bancassurance and unit trusts operations.
Prudential is also an active corporate citizen. Under our community service banner 'PruFriends', the company contributes to the welfare and development of children in Singapore. Over 60,000 children have benefited from various 'PruFriends' programmes. For the last three years, Prudential has been the main sponsor of Singapore's first children's theatre festival - Prudential Children First!
In addition, Prudential is the proud sponsor of Singapore's first permanent heritage trail that will take Singaporeans and tourists on a 6-km journey to learn about the story of modern Singapore. Permanent markers, storyboards and road signs will guide walkers on the trail covering key sites such as Raffles Landing Site, City Hall, Parliament House and Raffles Hotel. In recognition of our contributions, the National Arts Council conferred the Friend of the Arts Award on us in 2001.
Prudential Singapore currently has 3,000 full time insurance advisers and