BPI AIA, the life insurance joint venture in the Philippines, has appointed Melissa Henson as its new chief executive. Henson moves up from a senior marketing role, bringing experience in building the company’s brand and reaching customers.
She previously served as chief marketing officer at AIA Philippines, where she worked on efforts to grow the insurer’s presence and connect with a wider set of policyholders. Her promotion places someone with a customer-focused background at the head of the business.
BPI AIA combines the reach of one of the country’s largest banks with the insurance expertise of a major regional group. That partnership gives the company access to a broad base of potential customers through the bank’s branches and digital channels.
Leadership changes at insurers often come with a focus on growth and on adapting products to what customers want. The industry has been working to expand coverage in a country where many people still lack life insurance.
Henson’s appointment continues a pattern of promoting executives from within, a sign of confidence in the company’s existing leadership pipeline. Her marketing background may point to a continued emphasis on reaching new customers.
The company said she would lead its efforts to grow the business and deepen its relationships with policyholders across the Philippines.
