Singapore Life Ltd. is bolstering its marketing capabilities by hiring James Chen as its content strategist. He joins the insurer from the Asian Television Awards, where he was an editor and was in charge of marketing and partnerships.

Chen has extensive experience in marketing and communications, having worked for the Media Publishers Association Singapore and Accor Hotels. He stated that insurance is mostly seen as a “dry topic” and that at Singapore Life, he wants to make it more “sexy”.

“I’m very excited to be joining the Singapore Life team at a time when the industry is being disrupted by insurance tech,” Chen told marketing and advertising news site Mumbrella Asia. “Starting from a clean slate gives us the opportunity to embrace technology without being saddled by existing legacy issues.

“Policyholders in Singapore are in for a refreshing change. Insurance has been commonly perceived as a dry topic, but we will make insurance sexy.”

“Being a new brand in Singapore’s life insurance scene, awareness and top of mind recall are our top priority,” added Singapore Life founder and CEO Walter de Oude. “Driving conversations around the brand is invaluable in helping us establish ourselves against the incumbents.”

Singapore Life was founded in 2014, and its recent ad campaign made headlines for showing six women giving birth on camera.


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