How would you define “family”?

Parents, siblings, children, grandparents, grandchildren, aunts and uncles, nephews and nieces, cousins come to mind. Familial connections are highly important for us Malaysians, and it is not uncommon to have three generations, or more, living under the same roof. It is completely natural for us to want to care and provide for our family and extended family, and we worry about whether they would be cared for should something happen to us. Insurance plays a crucial role to secure that protection for our loved ones, and for our peace of mind.

However, for purposes of insurance coverage, the concept of family has traditionally been limited to just the “nuclear family” – recognising only spouse and children as financial dependents. Hence, if you have been providing for say an elderly uncle or a disabled niece, they don’t qualify as “family” in the eyes of most insurance providers. Clearly this is not ideal as the principle of financial dependence in today’s modern family goes beyond the typical parental and spousal relationship; it can apply to extended family such as grandparent-grandchildren, uncle/aunt-niece/nephew, as well as step-parents/children/siblings. Current protection solutions are not adequately serving or addressing this need.

But fret not! Prudential recognises that family goes beyond the nuclear family and celebrates all types of families. Prudential has broadened the definition of insurable interest to cover extended family, step family and adoptive family members. Insurance is a gift of love and Prudential is making a difference by protecting families of all types as they strive to provide for each other.

Introducing Prudential’s “Made for Every Family”

Families come in all shapes, sizes, lifestyles and beyond immediate blood ties. In line with embracing a more progressive view and inclusive definition of family, ‘Made for Every Family’ is Prudential’s brand expression that signifies its commitment to protect families of every shape and size.

The campaign aims to show that every Malaysian family is special and deserves accessible insurance solutions that serve their unique needs, regardless of their makeup.

Prudential Malaysia is expanding the definition of financial dependents for its insurance policies and takaful certificates beyond traditional relationships such as spouse, children and legal guardian relationships. This allows customers to provide insurance coverage to wider range of family members who are fully or partially dependent on them for maintenance or education.

In addition, customers can buy insurance for family members beyond those who are directly related, providing them more flexibility in determining which family member can pay for the policy.

Famvatar – create unique avatars and stickers starring you and your family

Celebrating the modern family concept, Prudential is giving families a platform to express and share what makes their family special.

Famvatar, a Prudential-only digital experience, lets you create a group avatar starring your family to use as fun-filled chat stickers and more. The avatars and stickers are instantly created from the photos you upload, stitched together as one set; no design skills required. These one-of-a-kind stickers feature caring messages and protection reminders, so every family can show their concern for each other, anytime anywhere. You can even stand a chance to win up to RM40,000* worth of prizes!

The built-in social sharing functionality make it easy to show off your famvatar to the world. Here's how to join:

Famvatar Contest

As if creating your own family avatar to use as chat stickers is not fun enough, doing so could win you some prizes too. Here's how it works:

STEP 1: Customise your family avatar via Prudential's Famvatar platform. Submit your details and be the first 100 users to download the Bonus stickers to win RM200 worth of Travel vouchers.

STEP 2: Download Pulse by Prudential app. Head on to “My Communities” and join “Live Happy” community. Post your bonus Famvatar stickers to the “Live Happy” community and include your answer of “What Does Family Mean to You?” in caption plus “#MadeForEveryFamily” hashtag in your post title. The first 100 submissions in Pulse App will win an additional RM100 Travel Voucher.

STEP 3: Stand a chance to also WIN the Grand Prize (Family Portrait Photography worth RM10,000*) when you share your Famvatar bonus stickers on Prudential Facebook (in comments section) AND/OR Instagram feed and answer the following question in your caption, “What Does Family Mean to You?”. Tag @prudentialmalaysia and include #PRUFamvatarMY and #MadeForEveryFamily hashtags.

Protect any of your family members with Prudential today! For more information on the “Made for Every Family” campaign you can visit this website or Prudential’s social media pages at Facebook, Instagram and LinkedIn.

*Terms and conditions apply