Prudential plc has announced the appointment of Patrick van Heerde as its new Chief Partnership Distribution Officer. Mr. van Heerde will assume his role on November 4, reporting to Dennis Tan, Managing Director of the Strategic Business Group. He will oversee Prudential's bancassurance operations across 24 markets in Asia and Africa.
Mr. van Heerde is based in Hong Kong and brings over two decades of experience in financial services within Asia and Europe. His expertise spans product development, distribution architecture, customer touchpoint management, partnership models, digital strategies, and data utilization.
Before joining Prudential, Mr. van Heerde served as the Asia-Pacific Head of Partnerships for HSBC Life. His previous roles include Head of Partnership Management for AIA in Thailand and senior positions at Manulife Asia in Thailand and Indonesia.
Prudential operates a multi-channel distribution platform across its markets in Asia and Africa, which includes a robust agency force and an extensive bancassurance network with over 200 bank partners. These partnerships aim to enhance access to financial and health solutions for diverse customer segments.
Dennis Tan commented on the appointment: “Our distribution capabilities continue to be pivotal to our business success. We will continue to drive a successful bank partnership model by broadening our proposition to multiple market segments, utilizing technology, data analytics to deliver exceptional value for our bank partners and customers. I am delighted to welcome Patrick to Prudential. His diverse skills and extensive experience make him an ideal candidate to lead the growth and transformation of our bancassurance business.”
Mr. van Heerde succeeds Anthony Shaw, who is leaving Prudential after nearly 20 years to explore opportunities outside the group. Mr. Tan acknowledged Shaw's contributions: “Anthony has been instrumental in pivoting our partnerships to address customer needs, significantly increasing health and protection penetration. On behalf of Prudential, we wholeheartedly thank Anthony for his commitment and dedication.”
Prudential plc offers life insurance, health insurance, and asset management services across Asia and Africa. The company aims to provide accessible financial solutions through its dual primary listings on the Hong Kong Stock Exchange (2378) and London Stock Exchange (PRU), along with secondary listings on other exchanges.