MARKET CASE STUDY: INDONESIA
How Prudential Indonesia Transformed Consumer Needs into New Products
Discover how TGM Research’s Consumer Sentiment Survey 2024 is fueling smarter product strategies — helping industry leaders like Prudential Indonesia stay ahead by truly understanding what matters most to their customers.
How Prudential Indonesia Transformed Consumer Needs into New Products?
With powerful insights into evolving needs and expectations, TGM is empowering brands to build more relevant, human-centered solutions that resonate in today's dynamic market. One of the most notable responses came from Prudential Indonesia, a major player in the financial and insurance sector. Leveraging insights from TGM Indonesia Consumer Sentiment Report 2024 , Prudential developed and launched PRUSehat and PRUSehat Syariah, which are innovative insurance products designed to meet the evolving financial needs of a younger and cost-conscious population.
PRUSehat Product
Indonesia News
English translation of the article title by VOI on 27 April 2025
"PRUSehat is a real step for Prudential Indonesia and Prudential Sharia to open the widest access to health protection for various segments of society in Indonesia with the right benefits according to affordable needs and prices.”
"PRUSehat is a real step for Prudential Indonesia and Prudential Sharia to open the widest access to health protection for various segments of society in Indonesia with the right benefits according to affordable needs and prices.”
“This product is also present as a response to the TGM Research 2024 survey which shows that 84% of Indonesians, especially young people, are worried about the increasing cost of living.”
Impact on Business Strategies
What has been the impact of TGM’s Consumer Sentiment Insights on Prudential’s strategy?
- Enhanced Understanding of Consumer Needs: The survey helped Prudential identify a key market pain point: the financial stress associated with healthcare expenses. With rising living costs affecting younger demographics the most, the demand for affordable and accessible insurance options became clear.
- Insight-Led Product Innovation: Guided by TGM’s insights, Prudential developed PRUSehat and PRUSehat Syariah with a focus on affordability, accessibility, and relevance. Premiums start from just IDR 230,000 per month, offering up to IDR 900 million in protection, with coverage for common illnesses such as typhoid, dengue, cancer, and dialysis — all conditions cited as burdensome for younger policyholders. The availability of cashless services at 359 hospitals and access to 1,700+ PRUPriority hospitals also reflects a deep understanding of young consumers' demand for both value and convenience.
- Digital Enablement through PRUServices: The survey also revealed a growing openness among Indonesians, especially younger groups, to try new digital shopping and service channels. In response, Prudential enhanced its PRUServices platform, enabling easier access to policy information, claims, and customer support.
- Strategic Direction for Future Development: The successful launch of PRUSehat, built on a foundation of timely and localized insights, set a precedent within Prudential’s broader innovation pipeline. With access to real-time sentiment data, Prudential is now better equipped to anticipate change, adapt quickly, and continue delivering solutions that are both relevant and responsive to market needs.
About the TGM Consumer Sentiment Survey 2024
In recent years, major economic shifts and global uncertainties have significantly reshaped how people think, spend, and make decisions. Recognizing the importance of tracking these evolving behaviors, TGM Research, a technology-driven market research company, launched the TGM Consumer Sentiment Report 2024—a multi-country study designed to map how public attitudes are responding to rapid change. This extensive survey draws insights from 8 countries across 4 regions, highlighting how macro forces like rising prices, geopolitical tensions, and lifestyle shifts are influencing consumers worldwide.
Our Goals
The primary objectives of the TGM Consumer Sentiment Survey 2024 were to:
- Examine how global and local events are shaping consumer confidence and priorities
- Understand how people across demographics are adjusting their spending habits and financial decisions
- Deliver clear, actionable insights to support brands in adapting product, pricing, and marketing strategies
Using TGM’s innovative digital research technology, the study captured data from a diverse global sample, ensuring a representative view of sentiment across age groups, genders, and regions. The survey explored a range of themes, including financial anxiety, digital adoption, personal well-being, and the shifting value landscape across consumer markets.
We hope you have found this case study useful
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