Prudential Indonesia Highlights Agents' Role in Insurance Education

Strengthening Distribution Through Professional Agents

Prudential Life Assurance Indonesia has maintained a robust distribution network with over 75,000 licensed agency partners as of Q3 2025. The company's Chief Customer and Marketing Officer, Karin Zulkarnaen, emphasized that agents play a crucial role in explaining complex insurance products to potential customers, particularly regarding claims processes and coverage details.

Enhancing Agent Capabilities

To support their distribution network, Prudential Indonesia has implemented comprehensive training and certification programs to enhance agent professionalism. The company has also developed digital tools that enable agents to create personalized insurance illustrations for clients, streamlining the sales process while maintaining personal interaction.

Industry Context and Trends

The importance of agents in the insurance distribution landscape is further highlighted by industry data. According to Otoritas Jasa Keuangan (OJK), the number of registered insurance agents reached 390,217 between June and November 2025, representing a 12% growth. The Asuransi Jiwa Indonesia (AAJI) alone reported 233,998 registered agents, a 14% increase from June 2025.

Digital-Native Consumer Behavior

Interestingly, Prudential's research indicates that even among millennial and Gen Z consumers who typically conduct online research, there remains a strong preference for purchasing insurance through agents. This trend underscores the continued relevance of personal interactions in the insurance industry, even as digital tools become more prevalent.

Industry Recognition

Prudential Indonesia's agent network has received industry recognition, with 862 agents qualifying for the Million Dollar Round Table (MDRT) in 2024. This achievement demonstrates the company's success in maintaining a high-performing distribution network.