Singapore – AIA Singapore today unveiled a comprehensive year-long program of initiatives designed to resonate with Singaporeans of all generations, with a strong emphasis on fostering holistic wellness. Coinciding with the nation's 60th-anniversary celebrations, these efforts also underscore AIA Singapore's deep commitment to giving back to the community and making a positive social impact across the island.
The announced initiatives encompass a diverse range of activities, including the launch of a unique "Live Better with AIA" Monopoly game, a family-centric campaign promoting financial security, a partnership with Rainforest Wild ASIA at Mandai Wildlife Reserve to cultivate a love for nature, exclusive events for affluent clients under the AIA Altitude program, and a strengthened focus on Corporate Social Responsibility (CSR) activities aimed at supporting vulnerable communities.
Irma Hadikusuma, Chief Marketing and Healthcare Officer of AIA Singapore, stated, "AIA Singapore has been a steadfast advocate for the health and well-being of Singaporeans for many years. Recognizing the evolving needs of our society, we are dedicated to introducing innovative initiatives that champion holistic well-being, redefining what it means to lead a healthy and active life. As Singapore commemorates its 60th birthday, we reaffirm our unwavering commitment to empowering Singaporeans to live Healthier, Longer, Better Lives."
A key highlight of the initiatives is the introduction of the "Live Better with AIA" Monopoly game set. This marks Singapore's first-ever insurer-customized edition of the globally recognized board game. Thoughtfully designed to mirror Singaporean culture and experiences, the game navigates players through significant life stages and decisions, emphasizing the interconnectedness of physical, financial, and mental well-being, alongside social responsibility.
Notable features of the bespoke Monopoly game include street tiles that represent a Singaporean's journey of self-improvement, from fundamental needs to aspirational luxuries. Traditional houses and hotels are reimagined as "Upgrades" signifying lifestyle enhancements like wellness plans and advanced workshops, and "Transformations" representing higher achievements such as professional certifications and luxury investments. The familiar 'Chance' cards are infused with local Singaporean slang while retaining their original functions, often encouraging physical activity to earn rewards. Similarly, 'Community Chest' cards incorporate relatable local life moments, from receiving red packets during Chinese New Year to celebrating family milestones.
"The Live Better with AIA Monopoly transcends traditional financial planning," explained Ms. Hadikusuma. "It serves as an engaging platform for families to connect, learn collaboratively, and make informed decisions that contribute to their overall well-being. The focus extends beyond simply winning the game to cultivating a life rich in purpose, personal development, and meaningful relationships." The "Live Better with AIA" Monopoly game set will be exclusively available through AIA insurance representatives, with further details accessible at www.aia.com.sg/monopoly.
In conjunction with Singapore's SG60 celebrations and the National Family Festival in June, AIA Singapore is also launching the "AIA Better Together" promotion. Running from May 6th to July 31st, 2025, this campaign offers up to 20% off eligible insurance plans, coupled with a complimentary family adventure pass to the Mandai Wildlife Reserve, valued at S$200. This initiative directly supports the national emphasis on families, aiming to empower Singaporeans, particularly young families, to establish a robust financial foundation for the future. It also reflects AIA Singapore's ongoing commitment to supporting and strengthening families as a cornerstone of a resilient society. More information on this promotion will be available from May 6th at www.aia.com.sg.
Building on their commitment to both well-being and environmental conservation, AIA Singapore celebrated the opening of Rainforest Wild ASIA at Mandai Wildlife Reserve in February. This partnership aligns with AIA’s broader "One Billion" initiative, which aims to empower one billion people across Asia to live Healthier, Longer, Better Lives by 2030. As part of this collaboration, AIA Singapore has also adopted a tapir at the reserve and sponsors the AIA Vitality bounce, further promoting engagement with nature and active lifestyles.
For its affluent and High-Net-Worth (HNW) clientele within the AIA Altitude program, AIA Singapore is curating a series of exclusive events, gifts, and experiences throughout the year. These bespoke opportunities are designed to reflect the program’s "Wealthbeing by AIA" proposition, which emphasizes that true wealth encompasses not only financial prosperity but also holistic well-being.
A notable gesture for AIA Altitude Pinnacle members celebrating their 60th birthday in 2025 is an exclusively designed silk scarf by local designer Mike Tay, founder of Singaporean lifestyle brand Onlewo. The scarf's design intricately blends Singapore's rich heritage with its progressive spirit, mirroring AIA Singapore's commitment to evolving alongside its customers.
AIA Altitude is also partnering with the Michelin Guide to present "Gastronomic Heritage," a booklet showcasing four prominent family-owned restaurants and chefs in Singapore, each with a multi-generational legacy. Drawing parallels between these culinary establishments and wealth planning, the booklet will highlight the importance of legacy building and inheritance. AIA Altitude members will also be treated to unique culinary experiences at these featured restaurants.
Other exclusive events planned for AIA Altitude members include wine and sake pairing sessions, an exclusive SG60 National Day celebration at the AIA Wealth Centre overlooking the Padang, and a visit to local gin distillery Brass Lion for a hands-on experience in crafting a bespoke gin infused with local flavors. Beyond leisure, these events will also incorporate insightful discussions on investment strategies, legacy planning, and wealth enhancement.
Reinforcing its commitment to the community, AIA Singapore is dedicating the year to a series of enhanced CSR initiatives. AIA staff and insurance representatives will actively participate in volunteer programs supporting vulnerable populations. The company’s adopted charities will also be invited to raise awareness about their missions at AIA office locations, encouraging employee and representative contributions. This year will also see the recognition of dedicated "AIA Connecting Lives" volunteers. Additionally, special edition tapir plushies will be available for sale at Mandai Rainforest Wild Asia, with all proceeds benefiting the AIA Better Lives Fund.
"SG60 is not just a time for celebration; it is also an opportunity to reflect on our shared values and aspirations as Singaporeans," concluded Ms. Hadikusuma. "As we embrace the theme of ‘Building Our Singapore Together’ this year, we recognize the vital role each of us plays in supporting one another and shaping a stronger, more resilient nation."
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