Challenger Insurer Signs Crazy Rich Star

Singaporean fintech insurer Singlife has hired Malaysian born Hollywood star Henry Golding as its celebrity endorser for its upcoming campaign.

Singlife is the first Southeast Asian brand the 32-year-old star will collaborate with after the blockbuster success of Crazy Rich Asians.

According to Singlife, Golding’s personal story resonates with its brand values, “where dreams, ambitions and desire to make a mark on the world are just as important than the wealth one generates”.

As part of the partnership, the company will film a series of commercials featuring Golding at popular local hotspots, which will then be released online, in cinemas, and outdoor spaces across Singapore in Q120. It will also include Golding meeting and interacting with his fans at a series of roadshows and events held by Singlife. The brand campaign with Golding was conceptualised and led in-house, with the support of 72andSunny and Applebox.

Through its upcoming campaigns and Golding, the brand aims to reshape finance and unlock the potential of money for everyone. Following the announcement, Liam McCance in a written statement to local media why Golding’s life story made him the perfect endorser for Singlife.  

“In reality, Golding’s path to success does not resemble his character’s privilege depicted on screen. He went from a hairdresser to a travel show host, to now a successful Hollywood star. His story is one of hard work, bold ambition, and soulful passion that eventually led to success,” McCance said. He added that most Singaporeans are not born “crazy rich” either, and Singlife wants to aid in building wealth over time, which he said is the ethos Golding’s story captures and what makes this an “exciting collaboration”.

Formerly called Singapore Life, the company rebranded to Singlife earlier in September. The company also sported a new logo and unveiled a new strategy called “Manage, Grow & Protect”.

The company had secured US$90m from Japanese insurer Sumitomo Life Insurance in Q219 to speed up its growth in Singapore and is keen to differentiate in a competitive market as the challenger brand aims to heavily market and build brand awareness for its saving plans Singlife with Golding’s star power.