Prudential Life recorded a 55-% growth in 2007

According to chief executive of Prudential Thailand Ted Ridgway, APE for last year reached Bt1.1 billion, despite political and economic hiccups. The company continues to draw on its direct marketing sales strength, which accounts for 85 per cent of total sales. Ridgway projected that within the next two to three months sales from direct marketing should balance out and make up half of the total sales generated.

"We need to rebuild our facetoface channels," said Ridgway. Although the company has no plan to increase its agency force to ten of thousands, Prudential Thailand's main focus would be to boost its four regional hubs in Phisanulok, Khon Khaen, Surat Thani and Bangkok. To date, agency only accounts for 4 per cent of turnovers, with the remaining 11 per cent from bancassurance. Ridgway wants to see distribution leveled out to 25 per cent each.

- The Nation

Ki Nan Tsui