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5-min read • 19 Feb 2026
Bancassurance
Advisory
Customer Centricity
AI
Compliance
Insurance
APAC
Reinventing Advisory in APAC: Human Trust Meets AI-Augmented Advice
Summary
- Customers evaluate relationships, not just products, making trust the core of meaningful advisory across banks and insurers in APAC.
- AI enhances productivity, ensures suitability, and enables timely, personalised engagement augmenting, not replacing advisors.
- Future-ready advisory delivers results. Combining trust and AI-augmentation boosts policy persistency, satisfaction, and sustainable growth.
Despite the growing emphasis on integrated bancassurance models and seamless digital experiences, advisory in APAC still feels like a series of disconnected product pitches. Advisors often present solutions based on budget availability, rather than individual goals, resulting in episodic interactions that lack context or continuity, and definitely do not engender trust.
Customers quickly recognise when conversations are product- or sales-driven, weakening engagement and straining long-term relationships. When advisory models fall short, both customer relationships and growth are at risk.
In this landscape, the true value of advisory is measured not by product volumes but by policy persistency, meaningful customer engagement, and long-term trust.
Written by Jason Amayun
Why advisory must be reinvented now
Customer expectations have evolved, shifting to personalised, contextual guidance, yet many advisory models fail to provide true adive, instead offering transactional engagement and product-led incentives. This misalignment not only impacts customer behaviour but also draws regulatory attention across APAC.
Regulators in markets like Australia, Hong Kong, Malaysia, and Singapore are responding with stricter guidance on conduct, suitability, and documentation. This requires firms to actually align advisor intent, customer outcomes, and technology capabilities while embedding stronger governance and transparency into their advisory practices.[1]
In Singapore, independent financial advisors face additional pressures from consolidation, succession planning, and stricter rules to prioritise clients’ interest. With nearly half of client assets managed by advisors nearing retirement, firms must maintain trust and expertise while meeting the Monetary Authority of Singapore (MAS) requirements on fees, cybersecurity, and client communications.[2]
Meeting customers where they are
Regulatory compliance is essential, but understanding and engaging customers is equally important. Data shows that 84% of customers consider communications a key factor in their overall experience, and 75% say it directly influences satisfaction.[3]
As customers increasingly demand proactive, non-intrusive, and AI-driven engagements, firms must adopt strategic approaches to strengthen loyalty and retain clients. Failing to meet these expectations can weaken trust and prompt customers, particularly younger, digitally savvy investors, to switch providers.
Trust as ‘the foundation’
Every client interaction is built on trust. Customers evaluate relationships, not just products, and expect advisors to recall past commitments, provide consistent omnichannel engagement, and show up during claims or life disruptions. Synpulse’s own in-house research shows most life insurance customers serviced by agents made their purchasing decision on trust.
Data also shows that 60% of customers say they trust insurers more when offered a consistent, omnichannel experience, reinforcing the importance of seamless engagement across the customer journey.[4]
Over the past decade, insurance loyalty in APAC, as measured by net promoter score (NPS), has increased 10 to 30 percentage points, signalling the growing importance of relationship quality over transactional interactions.[5] This shift requires advisory models to move beyond transactional ‘closing’ to relationship ‘continuity.’
The incentive gap
Current incentive structures, however, which are often tied to product sales or commissions, encourage short-term gains over long-term customer relationships. To genuinely build lasting trust, incentives should instead prioritise persistency, retention, and customer satisfaction, rather than sales volume.
A lot of the incentive structure is towards sales — new products — and it's part of the reason that customers or prospects are not so keen on picking up phone calls from agents. Because it's not fundamentally a customer-centric conversation; it's an agent or product-centric conversation.
Jason Amayun, Senior Director of Synpulse
You may buy once from a salesperson, but trusted advisors earn lifelong engagement by tailoring conversations to life stages, goals, and risks. Research shows that emotional attachment drives higher satisfaction, retention, and customer lifetime value (CLV), with emotionally connected customers delivering stronger loyalty outcomes than those only functionally satisfied.[6]
As a result, emotional intelligence and communication become core skills, replacing objection handling with empathy that sustains trust for repeat interactions.
How AI augments human advisory
While emotional intelligence and human expertise are critical, advisors cannot consistently deliver this level of trust across large customer bases without augmentation. AI plays a critical ‘enabler’ role, helping advisors scale trusted, personalised, and compliant interactions without losing relevance.
Customers are responding positively, with 44% saying using AI for customer service improved their experience, indicating that when applied thoughtfully, AI can enhance rather than erode trust.[7]
In practice, AI strengthens advisory across three critical areas:
- RM productivity: AI-driven automation of manual processes, such as data extraction, document processing, and claims triage, reduces operational effort, cuts service costs by up to 32%,[8] and embeds best practices across the workforce.
- Suitability: Personalised conversation guidance and compliance checks ensure recommendations match customer needs, preventing mismatches that erode trust. In Singapore, the MAS has reinforced this through updated guidance under the Financial Advisers Act, requiring stricter and more demonstrable suitability assessments.[9]
- Personalisation: Real-time data pipelines trigger proactive outreach for life events, empowering advisors to engage with relevance and empathy at the right moment.
AI does not replace trust; it scales it. By augmenting advisors with real-time decision support, it bridges the gap between rising customer expectations and advisor limitations, embedding best practices into the workforce.
Building a future-ready advisory
Prioritising trust and deploying AI enables advisors to turn episodic transactions into consistent, customer-centric engagement. Advisors can serve more clients without losing relevance or service quality, while proactively reaching out at the right moments.
The necessary shift
The traditional advisory model focused on pushing products to customers. Today, conversations centre on understanding and providing relevant, trusted guidance, shifting from product-led to need-based advisory.
This approach is particularly important in claims; supporting customers during critical events provides proof of advisors’ value and builds trust for the future.
Yet 81% of customers in APAC recognise the need to redesign claims and surrender processes, highlighting a clear area for improvement.[10]
This is where AI can help advisors initiate more meaningful engagements. By tapping into richer customer data, banks and insurers can deliver customer-relevant advisory that is scalable, driving sustainable growth.
The next step for advisory in APAC
Reinvented advisory requires a strategic redesign that integrates people, intelligence, and architecture. Trust defines what should happen, while AI determines when and how, collaborating to create a scalable, customer-centric model that meets rising expectations and regulatory demands.
In our next article, we’ll explore the technology and architecture enablers that make trusted, AI-augmented advisory possible, showing how banks and insurers can build a future-ready foundation for consistent, personalised advisory at scale.
Synpulse partners with insurers and banks to design and implement advisory models that embed trust, leverage AI responsibility, and modernise the underlying technology required to sustain them.
Contact us to explore how you can implement future-ready, trust-driven advisory.
References:
- APAC insurance risk officers confront these 3 top concerns head-on | Insurance Asia (Insurance Asia, 2025).
- “How AI Is Reshaping Singapores Independent Financial Advisors In 2025: Key Challenges, Strategic S… (GrowthHQ, 2025) Retrieved 6 February 2026.
- 2025 Insurance Benchmark Report: Customer Experience in Insurance (Smart Communications, 2025).
- Capgemini_Top-Trends-2026_Insurance.pdf (SECURED) (Capgemini, 2026).
- Insurance loyalty rises despite market challenges – Bain & Co. | Insurance Asia (Insurance Asia, 2025).
- Ipsos Global CX Insights 2025-Singapore Report - Client Use_0.pdf (Ipsos, 2025).
- Ibid.
- Synpulse and additiv | Case study (Additiv).
- FAQs on Financial Advisers Act, Financial Advisers Regulations, Notices and Guidelines (MAS, 2025).
- Life Insurance Report 2026 | Engaging Under-40 Generation (Capgemini, 2026).
Our Experts In This Topic
OUR EXPERT
Jason Amayun
Director and Topic Expert of NEOINSURANCE®
A Senior Director (Manager) in our Insurance team based in Singapore, Jason Amayun is a hands‑on delivery and topic expert for NEOINSURANCE® initiatives. With a background spanning digital distribution platforms, process‑mining, and target‑operating‑model design, he bridges strategy and execution to de‑risk complex programmes and accelerate time‑to‑value. Jason contributes to NEOINSURANCE® planning and proposition build‑outs across APAC and beyond.
OUR EXPERT
Sujin Saj
Managing Director, Head of Insurance APAC
Sujin is a Managing Director at Synpulse and Head of Insurance in APAC. He brings over 15 years of experience in financial services, advising insurers and banks across Asia on strategy, digital and AI-led transformation, and business building. He partners with senior leaders to modernise distribution, core platforms, and operating models, translating ambition into scalable, at-pace execution.
Related Contents
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5-min read • 19 Feb 2026
Bancassurance
Advisory
Customer Centricity
AI
Compliance
Insurance
APAC
Reinventing Advisory in APAC: Human Trust Meets AI-Augmented Advice
Summary
- Customers evaluate relationships, not just products, making trust the core of meaningful advisory across banks and insurers in APAC.
- AI enhances productivity, ensures suitability, and enables timely, personalised engagement augmenting, not replacing advisors.
- Future-ready advisory delivers results. Combining trust and AI-augmentation boosts policy persistency, satisfaction, and sustainable growth.
Despite the growing emphasis on integrated bancassurance models and seamless digital experiences, advisory in APAC still feels like a series of disconnected product pitches. Advisors often present solutions based on budget availability, rather than individual goals, resulting in episodic interactions that lack context or continuity, and definitely do not engender trust.
Customers quickly recognise when conversations are product- or sales-driven, weakening engagement and straining long-term relationships. When advisory models fall short, both customer relationships and growth are at risk.
In this landscape, the true value of advisory is measured not by product volumes but by policy persistency, meaningful customer engagement, and long-term trust.
Written by Jason Amayun
Why advisory must be reinvented now
Customer expectations have evolved, shifting to personalised, contextual guidance, yet many advisory models fail to provide true adive, instead offering transactional engagement and product-led incentives. This misalignment not only impacts customer behaviour but also draws regulatory attention across APAC.
Regulators in markets like Australia, Hong Kong, Malaysia, and Singapore are responding with stricter guidance on conduct, suitability, and documentation. This requires firms to actually align advisor intent, customer outcomes, and technology capabilities while embedding stronger governance and transparency into their advisory practices.[1]
In Singapore, independent financial advisors face additional pressures from consolidation, succession planning, and stricter rules to prioritise clients’ interest. With nearly half of client assets managed by advisors nearing retirement, firms must maintain trust and expertise while meeting the Monetary Authority of Singapore (MAS) requirements on fees, cybersecurity, and client communications.[2]
Meeting customers where they are
Regulatory compliance is essential, but understanding and engaging customers is equally important. Data shows that 84% of customers consider communications a key factor in their overall experience, and 75% say it directly influences satisfaction.[3]
As customers increasingly demand proactive, non-intrusive, and AI-driven engagements, firms must adopt strategic approaches to strengthen loyalty and retain clients. Failing to meet these expectations can weaken trust and prompt customers, particularly younger, digitally savvy investors, to switch providers.
Trust as ‘the foundation’
Every client interaction is built on trust. Customers evaluate relationships, not just products, and expect advisors to recall past commitments, provide consistent omnichannel engagement, and show up during claims or life disruptions. Synpulse’s own in-house research shows most life insurance customers serviced by agents made their purchasing decision on trust.
Data also shows that 60% of customers say they trust insurers more when offered a consistent, omnichannel experience, reinforcing the importance of seamless engagement across the customer journey.[4]
Over the past decade, insurance loyalty in APAC, as measured by net promoter score (NPS), has increased 10 to 30 percentage points, signalling the growing importance of relationship quality over transactional interactions.[5] This shift requires advisory models to move beyond transactional ‘closing’ to relationship ‘continuity.’
The incentive gap
Current incentive structures, however, which are often tied to product sales or commissions, encourage short-term gains over long-term customer relationships. To genuinely build lasting trust, incentives should instead prioritise persistency, retention, and customer satisfaction, rather than sales volume.
A lot of the incentive structure is towards sales — new products — and it's part of the reason that customers or prospects are not so keen on picking up phone calls from agents. Because it's not fundamentally a customer-centric conversation; it's an agent or product-centric conversation.
Jason Amayun, Senior Director of Synpulse
You may buy once from a salesperson, but trusted advisors earn lifelong engagement by tailoring conversations to life stages, goals, and risks. Research shows that emotional attachment drives higher satisfaction, retention, and customer lifetime value (CLV), with emotionally connected customers delivering stronger loyalty outcomes than those only functionally satisfied.[6]
As a result, emotional intelligence and communication become core skills, replacing objection handling with empathy that sustains trust for repeat interactions.
How AI augments human advisory
While emotional intelligence and human expertise are critical, advisors cannot consistently deliver this level of trust across large customer bases without augmentation. AI plays a critical ‘enabler’ role, helping advisors scale trusted, personalised, and compliant interactions without losing relevance.
Customers are responding positively, with 44% saying using AI for customer service improved their experience, indicating that when applied thoughtfully, AI can enhance rather than erode trust.[7]
In practice, AI strengthens advisory across three critical areas:
- RM productivity: AI-driven automation of manual processes, such as data extraction, document processing, and claims triage, reduces operational effort, cuts service costs by up to 32%,[8] and embeds best practices across the workforce.
- Suitability: Personalised conversation guidance and compliance checks ensure recommendations match customer needs, preventing mismatches that erode trust. In Singapore, the MAS has reinforced this through updated guidance under the Financial Advisers Act, requiring stricter and more demonstrable suitability assessments.[9]
- Personalisation: Real-time data pipelines trigger proactive outreach for life events, empowering advisors to engage with relevance and empathy at the right moment.
AI does not replace trust; it scales it. By augmenting advisors with real-time decision support, it bridges the gap between rising customer expectations and advisor limitations, embedding best practices into the workforce.
Building a future-ready advisory
Prioritising trust and deploying AI enables advisors to turn episodic transactions into consistent, customer-centric engagement. Advisors can serve more clients without losing relevance or service quality, while proactively reaching out at the right moments.
The necessary shift
The traditional advisory model focused on pushing products to customers. Today, conversations centre on understanding and providing relevant, trusted guidance, shifting from product-led to need-based advisory.
This approach is particularly important in claims; supporting customers during critical events provides proof of advisors’ value and builds trust for the future.
Yet 81% of customers in APAC recognise the need to redesign claims and surrender processes, highlighting a clear area for improvement.[10]
This is where AI can help advisors initiate more meaningful engagements. By tapping into richer customer data, banks and insurers can deliver customer-relevant advisory that is scalable, driving sustainable growth.
The next step for advisory in APAC
Reinvented advisory requires a strategic redesign that integrates people, intelligence, and architecture. Trust defines what should happen, while AI determines when and how, collaborating to create a scalable, customer-centric model that meets rising expectations and regulatory demands.
In our next article, we’ll explore the technology and architecture enablers that make trusted, AI-augmented advisory possible, showing how banks and insurers can build a future-ready foundation for consistent, personalised advisory at scale.
Synpulse partners with insurers and banks to design and implement advisory models that embed trust, leverage AI responsibility, and modernise the underlying technology required to sustain them.
Contact us to explore how you can implement future-ready, trust-driven advisory.
References:
- APAC insurance risk officers confront these 3 top concerns head-on | Insurance Asia (Insurance Asia, 2025).
- “How AI Is Reshaping Singapores Independent Financial Advisors In 2025: Key Challenges, Strategic S… (GrowthHQ, 2025) Retrieved 6 February 2026.
- 2025 Insurance Benchmark Report: Customer Experience in Insurance (Smart Communications, 2025).
- Capgemini_Top-Trends-2026_Insurance.pdf (SECURED) (Capgemini, 2026).
- Insurance loyalty rises despite market challenges – Bain & Co. | Insurance Asia (Insurance Asia, 2025).
- Ipsos Global CX Insights 2025-Singapore Report - Client Use_0.pdf (Ipsos, 2025).
- Ibid.
- Synpulse and additiv | Case study (Additiv).
- FAQs on Financial Advisers Act, Financial Advisers Regulations, Notices and Guidelines (MAS, 2025).
- Life Insurance Report 2026 | Engaging Under-40 Generation (Capgemini, 2026).
Our Experts In This Topic
OUR EXPERTJason Amayun
Director and Topic Expert of NEOINSURANCE®
A Senior Director (Manager) in our Insurance team based in Singapore, Jason Amayun is a hands‑on delivery and topic expert for NEOINSURANCE® initiatives. With a background spanning digital distribution platforms, process‑mining, and target‑operating‑model design, he bridges strategy and execution to de‑risk complex programmes and accelerate time‑to‑value. Jason contributes to NEOINSURANCE® planning and proposition build‑outs across APAC and beyond.
OUR EXPERTSujin Saj
Managing Director, Head of Insurance APAC
Sujin is a Managing Director at Synpulse and Head of Insurance in APAC. He brings over 15 years of experience in financial services, advising insurers and banks across Asia on strategy, digital and AI-led transformation, and business building. He partners with senior leaders to modernise distribution, core platforms, and operating models, translating ambition into scalable, at-pace execution.