Etiqa Insurance Singapore appoints new CEO

Etiqa Insurance Singapore has appointed Claudia Soh (pictured) as chief executive officer (CEO), effective 14 August 2026, following a six-month stint as acting CEO.

Soh had been serving as acting CEO alongside her role as chief financial officer, during which she led the insurer through a period of growth and transformation, with a focus on innovation, operational efficiency and customer-centricity.

Her appointment comes as Etiqa looks to strengthen its distribution capabilities and ecosystem partnerships, while developing new solutions around protection, savings and financial wellness.

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Soh brings more than 20 years of experience across the financial services and insurance sectors, spanning finance, strategic planning, risk management, mergers and acquisitions, investor relations and auditing.

Prior to joining Etiqa, she served as chief risk officer at AXA from 2019 to 2022. Before that, she spent more than 13 years at Great Eastern, holding leadership roles across risk management, group strategy and management reporting, before becoming chief internal auditor. Her career also includes experience at the Monetary Authority of Singapore (MAS).

During her time at Etiqa, Soh has also championed efforts to reposition the finance function from a traditional support role into a strategic business partner, with the aim of delivering stronger outcomes for customers, employees and other stakeholders.

Under Soh's leadership, Etiqa said it will continue to deepen its distribution capabilities and partnerships to make protection more accessible and relevant to customers.

This will include strengthening its longstanding relationship with Maybank, with the two companies looking to deliver more integrated financial and protection solutions by tapping into the bank's network and customer ecosystem.

Etiqa will also continue working with partners across Singapore to develop products and solutions catering to consumers' evolving protection, savings and financial wellness needs.

“Soh has demonstrated strong leadership, strategic clarity, operational excellence and resilience. Her ability to drive innovation, build strong teams and adapt to changing customer needs will continue to strengthen our market position in Singapore to deliver long-tern value for our customers, employees and stakeholders," said Kamaludin, group CEO, Etiqa Insurance and Takaful.

On her appointment, Soh said, “I am honoured to undertake the role of CEO at Etiqa Insurance Singapore at a time of significant change for our industry. As customer expectations continue to evolve, we must remain agile, innovative and focused on delivering purposeful value."

"By combining digital innovation, data-driven insights and strong partnerships, we will continue to enhance the customer experience and help more individuals and businesses build financial confidence and resilience," she added. 

In recent months, Etiqa has also been building its consumer-facing presence around the idea of everyday preparedness. In June, the insurer took the message to the streets with an experiential campaign titled "When life spins, stay ready", encouraging Singaporeans to reflect on their readiness across mental, physical and financial wellbeing.

The out-of-home activation sought to challenge the idea that preparedness is only necessary during major life events or crises, instead positioning it as something built through everyday habits and decisions.

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