Assistant Vice President, Distribution Business Proposition

Singlife is a leading homegrown financial services company, offering consumers a better way to financial freedom. Through innovative, technology-enabled solutions and a wide range of products and services, Singlife provides consumers control over their financial wellbeing at every stage of their lives.

In addition to a comprehensive suite of insurance plans, employee benefits, partnerships with financial adviser channels and bancassurance, Singlife offers investment and advisory solutions through its GROW with Singlife platform. It also offers the Singlife Account, a mobile-first insurance savings plan.

Singlife is the exclusive insurance provider for the Ministry of Defence, Ministry of Home Affairs and Public Officers Group Insurance Scheme. Singlife is also an official signatory of the United Nations Principles for Sustainable Insurance and the United Nations-supported Principles for Responsible Investment, affirming its commitment to finding a better way to sustainability.

The merger of Aviva Singapore and Singlife was announced in September 2020 and created one of the largest homegrown financial services companies in Singapore in a deal valued at S$3.2 billion. It was the largest insurance deal in Singapore at the time.

Singlife was subsequently acquired by Sumitomo Life in March 2024, one of Japan's leading life insurers, which valued Singlife at S$4.6 billion, making the transaction one of the largest insurance deals in Southeast Asia.

The Opportunity

We are looking for a commercially minded and deeply market-connected Adviser Proposition professional to shape how Singlife equips financial advisers to engage, advise and convert clients.

This is a role for someone who understands that great propositions are not built around products alone but are built around people, needs, moments and behaviours.

You will be responsible for developing a portfolio of adviser-ready customer archetypes and personas, translating market and field intelligence into compelling client conversations, sales narratives, proposition frameworks and practical playbooks that advisers can use in-market.

You will sit at the intersection of Distribution, Product, Marketing, Customer, Insights and Strategy, bringing together what we know about advisers, customers, products and the market to create differentiated propositions that can drive adviser engagement, productivity and commercial growth.

The successful candidate will have a strong understanding of the Singapore Financial Advisers ecosystem and the ability to look beyond conventional segmentation to identify who the next customer is, what matters to them, what triggers their financial decisions, and how an adviser can win the conversation.

Key Responsibilities:

Build Singlife's Adviser Persona & Archetype Engine

• Own and continuously evolve a proprietary library of customer archetypes designed specifically for the FA channel.
• Develop meaningful personas across different life stages, wealth profiles, financial mindsets, protection needs and investment behaviours — moving beyond demographics into:
• Customer motivations, aspirations and anxieties
• Financial behaviours and decision-making patterns
• Life events and trigger moments
• Protection, wealth, retirement and legacy needs
• Barriers to action and objections
• Adviser conversation opportunities
• Relevant product and solution pathways
• Cross-sell and next-best-conversation opportunities
• Translate these personas into practical adviser tools, including customer profiles, conversation starters, needs discovery frameworks, objection handling, storytelling structures and recommended solution journeys.
• The objective is to make personas commercially actionable.

Turn Field Intelligence into Commercial Propositions

Develop a strong feedback loop with Singlife's adviser community and distribution leaders to understand what is happening on the ground.

Identify:

• Emerging adviser/ customer needs
• Changing adviser behaviours
• New selling opportunities
• Competitor propositions and sales approaches
• Objections and barriers to conversion
• Underpenetrated customer segments
• Product opportunities and gaps
• Changes in adviser /customer sentiment and market behaviour
• Convert these insights into clear proposition opportunities and sales plays that Distribution can activate.

Create Adviser-Ready Selling Narratives

Translate complex insurance, investment and financial-planning concepts into simple, compelling and differentiated stories that advisers can use with clients.

Develop:

• Persona-based sales narratives
• Customer conversation frameworks
• Story arcs and conversation openers
• Needs-based selling journeys
• Product positioning frameworks
• Objection-handling frameworks
• Cross-sell and next-best-action plays
• Adviser playbooks
• Sales concepts and campaign themes
• Client-facing conversation tools
• Ensure Singlife is the better way to address the need.

Build Proposition Playbooks for the Adviser Force

Develop scalable proposition playbooks that enable advisers to move from product selling to needs-based conversations.

Playbooks should provide advisers with a clear path from:

Customer archetype → Trigger → Need → Conversation → Solution → Objection → Close → Next conversation

Partner closely with Distribution leaders, Learning & Development and Marketing to ensure these tools are embedded into adviser training, campaigns, events and field activation.

Identify Growth Opportunities Across the Customer Base

This includes identifying:

• New customer archetypes
• Emerging affluent segments
• Protection and critical illness opportunities
• Long-term care and longevity needs
• Retirement and wealth opportunities
• HNW and legacy needs
• Investment and savings opportunities
• Existing customer cross-sell opportunities
• Life-stage transition opportunities
• Develop propositions that can unlock these opportunities through the FA channel.

Shape Go-to-Market Strategy

Ensure propositions are designed with the adviser channel in mind from the outset.

Provide input into:

• Target customer definition
• Product positioning
• Proposition architecture
• Channel suitability
• Adviser value proposition
• Sales activation
• Campaign development
• Launch strategy
• Distribution toolkits
• Adviser education and engagement
• Challenge teams to move from What are we launching to Who are we solving for, and why will advisers want to sell it

Own Competitive & Market Intelligence

Maintain a strong external view of the Singapore FA landscape.

Track:

• Competitor propositions
• Adviser sales trends
• Emerging customer segments
• Product innovation
• Distribution models
• Adviser remuneration and incentive trends
• Market campaigns and sales narratives
• Changing customer behaviours
• Regulatory developments affecting distribution
• New technology and AI-enabled advice models
• Regularly translate these observations into actionable implications for Singlife Distribution

Key Deliverables

Success in this role will be demonstrated through tangible commercial outputs, including:

A proprietary Singlife Adviser Persona & Archetype Library

• Segment and needs-state frameworks
• Adviser proposition frameworks
• Customer conversation playbooks
• Persona-led sales narratives
• Product-to-persona mapping
• Adviser selling journeys
• Objection-handling frameworks
• Competitive proposition intelligence
• Distribution opportunity maps
• Go-to-market proposition briefs
• Sales activation concepts
• Proposition performance dashboards and post-launch reviews

What We Are Looking For

Experience

• 5 years of relevant experience in life insurance, financial services, wealth management, financial advisory or a closely related industry.
• Strong and demonstrable understanding of the Singapore Financial Adviser / FA ecosystem.
• Proven experience working closely with financial advisers, agency leaders, brokerage platforms, FA firms or other intermediary channels.
• Experience in distribution strategy, adviser propositions, product propositions, sales enablement, customer segmentation, marketing or business development.
• Strong understanding of life insurance and wealth propositions across protection, health, critical illness, long-term care, retirement, savings, investments and/or HNW.
• Track record of translating market or customer insights into commercial propositions and sales outcomes.
• Experience developing sales narratives, playbooks, toolkits or adviser engagement programmes will be highly valued.
• Experience in a major insurer, financial institution, FA platform, consulting firm or distribution organisation is preferred.

Qualifications

• Bachelor's degree in Business, Finance, Marketing, Economics or a related discipline.
• Relevant professional qualifications in insurance or financial services are advantageous.
• LOMA, M5/M9/M9A/HI or equivalent industry qualifications would be an advantage.
• Postgraduate qualifications in business, marketing, strategy or related fields would be advantageous.