Prudential HK drops PruNextGen to nurture the next generation

Prudential Hong Kong has joined hands with a number of institutions to launch “PruNextGen”, a value-added service platform that encompasses education, skills development and wellness support.

This aligns with the recent launch of the Prudential entrust multi-currency plan, which aims to enable customers to pass on their legacy flexibly and support their children through their life milestones.

Don’t miss: Prudential HK empowers parents to support children’s dreams with new campaign

According to Ivan Choi, chief customer and marketing officer at Prudential Hong Kong, findings from the latest “Prudential financial wellbeing tracker” survey revealed that 90% of Hong Kong Gen Alpha parents believe unconventional education offers the best prospects for their children. However, only 33% have acted on this belief, with 18% admitting to having no plans at all.

“This is why other than launching a new financial product, we also introduced PruNextGen to help these parents future-prove their children with a forward-thinking mindset and practical skills for them to navigate into a future that is full of new possibilities,” Choi said. 

PruNextGen is powered by seven educational institutions, admissions consulting agencies, as well as physical and mental health specialists, including the HKU School of Professional and Continuing Education (HKU SPACE), Crimson Education, Britannia, ARCH Education, Shining Child and Family Development and Assessment Centre, EC Healthcare, and Quality HealthCare Medical Services.

This brand new platform, focusing on “skills and education development" and "wellness and mental support", provides a suite of customised smart learning courses and offers, to help parents nurture their next generation and support them to tackle diverse challenges ahead.

In a conversation with MARKETING-INTERACTIVE, a spokesperson from Prudential said PruNextGen is a comprehensive and year-long value-added services (VAS) platform to promote the importance of financial planning and equip children with knowledge and a healthy mind for customers to unlock greater possibilities for children’s potential.

Targeting Prudential customers who have children and families who would like to find ways to invest more on children’s education and personal development, the platform aims to empower with knowledge, to develop children’s skills and education with customised education programmes to foster all-rounded development, strategic university planning advisory amd tools, diverse extracurricular opportunities and education offers. It also aims to provide wellness and mental support for children with tailor-made offers and services, added the spokesperson.

At the heart of PruNextGen is the “Future Institute” (PruNextGen未來學院), an academy featuring two programmes – “NextGen visionary ventures” (多元領袖學堂) tailor-made for Prudential by HKU SPACE and “Future intelligence programme” (未來全能發展課程) in partnership with Crimson Education – designed to equip the next generation with future skills and broaden their horizons to prepare for success in the ever-evolving world.

Under the "NextGen visionary venturess" programme, HKU SPACE will launch a five-day future leaders workshop customised for Prudential, designed for the next generation. This workshop offers participants the opportunity to explore career realities through corporate visits while learning financial skills, wealth psychology, creative thinking, and communication.

The platform is amplified through holistic customer communications strategy from creating awareness to deepening engagement. During the launch phase, a series of communications are prepared to drive awareness and interest of PruNextGen. To sustain the momentum of the platform, further communications will be launched to deepen engagement with customers.

The brand will also launch a PruNextGen dedicated webpage to provide holistic information of PruNextGen offers. The brand will also keep refreshing the content with latest offers, events and experiences to drive excitement and sustainability of the platform. Financial consultants’ word of mouth and personalised invitation will also be leveraged.

Furthermore, eDMs, social media posts, SEM marketing, LinkedIn post, press release, bylined articles, advertorials will also be used. In terms of measurement of returns of investment, the spokesperson said this can measured through incremental sales, ‘voice of customers’ and net promotor score.

Ronnie Sit, senior programme director, college of business and finance, HKU SPACE, said: “The ‘NextGen visionary ventures’, a five-day workshop tailor-made for Prudential, covers topics such as financial skills, wealth psychology as well as creative thinking, and digital communication through group workshops and discussion sessions, conducted on the University of Hong Kong campus. Through interactive learning and site visits to top organisations in the city, students will acquire new skills and knowledge that are not found in classrooms, learn more about themselves and establish positive life goals and meaning.”

Jonathan Ma, Hong Kong regional manager at Crimson Education, said, “As our future generations compete globally, mastering soft skills like presentation, entrepreneurship, AI, and writing in a global context is vital. Our ‘Future intelligence programme’, a series of free unique online courses, is taught by global scholars, ensuring students gain worldwide perspectives. Additionally, Crimson Education offers exclusive education consulting services to Prudential customers. We are excited about this collaboration and its positive impact on the next generation.”

Back in February, Prudential Hong Kong launched a new campaign to empower parents to unlock greater possibilities for their children’s potential.

As part of the campaign, Prudential has launched a thematic video featuring the inspiring stories of Hong Kong singer MC Cheung (pictured); local breakdancer C Plus; and Sheng Sheng, a 10-year-old star photographer from Shanghai. Cheung performs “In Good Hands" (相信一切是最好的安排) by local singer Panther Chan, a song centered on the belief that everything happens for a reason and that dreams are attainable with the right support.

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