Prudential chief customer officer Theng Kiat Goh steps down after 7 years

The day has come for Theng Kiat Goh (pictured) to sign out from Prudential Assurance Company Singapore after seven years with the insurer. The 30th of June marked his last day with the company, where he was closely involved in key moments that shaped Prudential’s brand and marketing agenda through COVID-19 and an evolving macroeconomic climate.

Reflecting on his departure, Goh said the decision came down to one question: “What next do I want in life - and can these goals be achieved if I stay in Prudential, or should I pursue them elsewhere?”

Before joining Prudential Singapore, Goh held senior marketing roles across the banking and FMCG sectors. He previously served as chief marketing officer for OCBC’s global consumer financial services division, and was also marketing manager at Imperial Tobacco Group, among other roles.

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During his time at Prudential Singapore, Goh played a pivotal role in securing the title sponsorship of the Tour de France Prudential Singapore Criterium from 2022 to 2024, marking its first staging in Southeast Asia. The partnership brought together two brands with a combined history of 300 years and gave Prudential a platform to push its wellness and health message to diverse customer segments, from high-net-worth clients to families.

Goh also oversaw the launch of new products, from investment-linked to index-linked offerings, while working closely with corporate teams and distribution partners to strengthen Prudential’s financial advisory capabilities.

During an interview with MARKETING-INTERACTIVE, Goh said: 

Insurance is a people business, and leadership must demonstrate that care for customers starts with care for staff, representatives and partners.

Other standout moments during his time at Prudential Singapore include Opus by Prudential, which helped grow Prudential’s penetration in the high-net-worth segment exponentially over the last six years, and the customer experience team’s push to embed customer centricity in daily operations.

According to Goh, this focus helped Prudential secure the top spot in the "Straits Times–Statista best customer service" survey in 2023 and 2024.

Looking ahead, Goh plans to take a career break under the banner of ‘TK2dot0’, a personal project that will see him focus on what he calls his ‘4Ps’: podcast, personal training, photography and passport for travel.

“I believe in the multi-stage life. Our life journey is not going to be the three-stage life of education, work and retirement. With higher longevity, we can go through multi stages of education, work and break; repeating that cycle more frequently and in shorter periods,” said Goh.

“Have a framework to define this chapter which gives you purpose and direction. The 4Ps form the framework for my next chapter and I know I can wake up each day during this career break knowing clearly what I need to do,” he added.

As for the industry, Goh highlighted the continued need for strong financial representatives supported by better digital tools, and the growing importance of wealth management in Asia, particularly in Singapore. 

He said: 

This is a people business. What’s important is for financial representatives to be equipped with good digital tools to improve their financial advisory and customer service.

“Financial institutions are all geared up with the manpower, expertise, products, tools and services. Competition will be keen in this area — and so are the rewards," he added. 

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