Prudential plc has appointed Patrick van Heerde as chief partnership distribution officer, effective Nov. 4.
Van Heerde (pictured), who will report directly to Dennis Tan, managing director of Prudential’s strategic business group, will oversee the company’s bancassurance strategy across its 24 markets in Asia and Africa.
Van Heerde brings more than two decades of financial services experience in Asia and Europe, including a background in distribution, product development, and partnership strategies.
His expertise spans customer engagement models and digital transformation, critical areas as Prudential continues to expand its partnerships.
Prudential, which reported steady progress in several areas for the first half of 2024, operates a multi-channel distribution model across its markets, including both agency networks and bancassurance partnerships. This distribution approach provides broad customer reach through over 200 banks, including 10 strategic partners.
Tan welcomed the appointment, stating that Prudential’s bancassurance partnerships remain central to the company’s success, supporting its commitment to innovation and data-driven customer solutions.
“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, utilising technology, data analytics to deliver exceptional value for our bank partners and customers,” he said.
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“I am delighted to welcome Patrick to Prudential,” Tan said. “His diverse skills and extensive experience make him an ideal candidate to lead the growth and transformation of our bancassurance business.”
Van Heerde succeeds Anthony Shaw, who is leaving Prudential after nearly 20 years.
Tan recognised Shaw’s impact, noting his work in evolving the company’s partnerships and advancing health and protection solutions for customers.
“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,” he said.
