AIA Singapore Joins Forces with Singapore Airlines
In a landmark collaboration, AIA Singapore partners with Singapore Airlines Academy to create a tailored talent development programme, setting a new industry benchmark for customer experience and workforce upskilling in the life insurance sector.
Leading life insurer AIA Singapore has tapped into the world-renowned service excellence of Singapore Airlines Academy to design a curated training programme for its workforce, according to a media release sent on Monday.
The initiative will roll out progressively to all employees and aims to transform the way customer interactions are experienced, embedding a culture of excellence across the organisation.
The collaboration is not just about business—it also aligns with Singapore’s national priorities. With Budget 2025 emphasising the need for continuous reskilling and upskilling, AIA Singapore’s move underscores its role in supporting a future-ready workforce. By investing in its people, AIA sets a powerful example of how private enterprises can contribute to the country’s vision of lifelong learning.
A Curriculum Designed for Impact
The programme, co-created with Singapore Airlines Academy, consists of small, interactive classes of 20 to 25 participants. Through immersive workshops, employees will undergo a mindset shift that prioritises delighting customers and creating memorable moments. The training will also equip staff with tools to handle real-world service challenges with empathy, clarity, and professionalism.
The initiative kicks off with the Customer Experience (CX) Transformation workshop, where employees will explore the emotional impact of service interactions and commit to AIA’s guiding principle: every customer should feel cared for.
A follow-up CX Excellence module will focus on advanced skills for customer-facing roles, teaching frameworks like the «Positive No» and the «4 As of Apology» to preserve trust even in difficult conversations.
A Testament to Customer-Centric Philosophy
«At the heart of our customer-centric philosophy, we believe world-class customer experience means anticipating and exceeding expectations,» said Wong Sze Keed, CEO of AIA Singapore. «By fusing Singapore Airlines’ iconic service standards with our customer-first approach, we’re set to transform AIA Singapore’s capabilities and significantly contribute to Singapore’s vision for a highly skilled and adaptable workforce.»
This partnership builds on AIA Singapore’s strong track record in customer service and talent development. The insurer recently celebrated its 11th consecutive year as the leader in Million Dollar Round Table (MDRT) membership, a global gold standard for professional excellence in financial services. With initiatives like the AIA+ digital platform and plain-English policy documents, the company has consistently demonstrated its commitment to making insurance accessible, clear, and customer-focused.
New Benchmark for the Industry
By embedding structured learning and continuous development into its DNA, AIA Singapore is doing more than upskilling its workforce – it is raising the bar for the entire life insurance sector. With this pioneering collaboration, the company is poised to deliver unparalleled customer journeys, strengthen trust, and cement its position as a leader in service excellence.
