AIA leads on consideration and records the biggest year-on-year gain, Singapore’s life insurance sector recorded a 21.4% year-on-year rise in weighted new-business premiums in the first half of 2026, according to the Life Insurance Association Singapore. As insurers compete for customers across insurance needs, which brands are making it onto Singaporeans’ consideration lists?
Drawing on YouGov BrandIndex data collected from 1 October 2025 to 30 September 2026, our 2026 insurance rankings highlight the brands leading on consideration and unveil how consideration for these brands has shifted from the previous year.Which insurance brands are Singaporeans most likely to consider?
AIA ranks first, with 23.2% of Singapore adults saying they would consider the brand the next time they acquire an insurance policy. Great Eastern follows at 20.5%, then Prudential at 19.0% and Income Insurance at 18.4%.
Singlife takes fifth place at 13.9%. FWD is sixth (10.3%), followed by Manulife (9.8%), HSBC Life (6.0%), Allianz (5.6%) and Etiqa (4.5%).
The two leaders were also visible beyond traditional advertising during the year. AIA backed AIA HYROX Singapore at the National Stadium from 3 to 5 April 2026, with complimentary accident coverage available to eligible participants and spectators who opted in. Great Eastern extended its community presenceat the same venue, naming the 888-metre sheltered track the Great Eastern Promenade on 22 March 2026 and launching activities including a run club and family financial-literacy initiatives.
Which insurers gained the most consideration year on year?
AIA’s 2.0-point gain is more than double that of any other brand. Elsewhere, movement was modest: Manulife, HSBC Life and Prudential each rose 0.8 percentage points and Allianz 0.6 points, so no brand other than AIA gained more than a single point. These results point to a market where the leader is extending its position while the rest of the field holds relatively steady.
See rankings for the other APAC markets: Australia and Indonesia
Tracking consideration alongside other BrandIndex measures, such as value, quality, awareness and satisfaction, can help reveal what is behind the momentum and where other brands have room to grow.
Interested in how your brand compares with competitors and across customer groups? Get in touch with our researchers to explore BrandIndex data for Singapore in depth.
Methodology
YouGov BrandIndex data covers Singapore adults, from 1 October 2025 to 30 September 2026. Year-on-year changes are calculated against 1 October 2024 to 30 September 2025. The leaders table shows the top ten by current Consideration; the improvers table identifies the five largest positive changes. Percentage-point differences are calculated from unrounded scores; published values are displayed to one decimal place.
Current-period sample: n > 9,370; previous-period sample: n > 9,630. Consideration question: “When you are in the market next to acquire a new insurance policy (e.g life, endowment, retirement, auto), from which of the following would you consider acquiring a new policy?”
Disclosure: The data analysis in this article was conducted by YouGov with the assistance of AI tools.
About YouGov BrandIndex
YouGov BrandIndex is an always-on brand tracking tool that monitors consumer perceptions across brands, sectors and markets. It can help teams examine insurance brand Consideration alongside other measures and audience segments.
Explore more Singapore insurance brand data
The overall rankings offer a starting point for understanding which insurers consumers consider and which brands are gaining ground. Reach out to YouGov’s expert researchers to find out more about competitor performance, audience differences and other brand-health measures.