Belinda

Taking Bold Strides Towards Transformation‍

Belinda Au is the President of Chubb Life Hong Kong and Head of North Asia. The company serves mass and affluent markets in Hong Kong, as well as higher affluent and high-net-worth customers from China and Asia Pacific countries.‍

Vision for Growth‍

Under Au’s leadership, Chubb Life has set a five-year vision to establish a strong presence in the Hong Kong insurance market. The goal is to become a top player in the wealth and health segments while strengthening premium brand affiliation.

“We’re taking bold steps,” she says. “Investing and prioritizing wisely, striving to become more proactive and agile, genuinely listening to our agents and partners, and connecting with staff. This is the way to achieve our full potential as a company.”‍

Building a High-Performance Culture‍

Company culture is a key focus for Au. She fosters an open and transparent work environment, encouraging employees to pursue their passions beyond the workplace.

“I want everyone at Chubb Life to live out their passions in every area of their life – not just at work,” she says.‍

Key Achievements‍

With Au at the helm, the company successfully onboarded a senior management team, leading to a significant improvement in staff retention. The turnover rate dropped from 46% in 2022 to 25.7% in 2023.

The company expanded its distribution capabilities by launching new High Net Worth and Mass Commercial Vehicle channels. This led to a 68% year-on-year growth, with Annual Premium Equivalent increasing from USD 47 million to USD 79 million. The momentum continued into 2024, with a 250% year-on-year increase in the first quarter.‍

Product Innovation‍

In 2023, Chubb Life launched and revamped 11 new products, followed by 8 more by the third quarter of 2024. These offerings cater to multi-distribution channels and diverse customer segments.‍

Strengthening Brand Awareness‍

Chubb Life enhanced brand engagement through initiatives in sports, music, and the arts. Their motto, “Every way of life. Chubb,” reflects their commitment to helping customers achieve their dreams.

Brand awareness improved significantly, rising from 24th place in 2023 to 16th in 2024.‍

Chubb Life Art Gallery‍

In December, Chubb Life launched the Chubb Life Art Gallery, a creative space supporting Hong Kong-based artists. Its inaugural exhibition, “Be the light of your life,” emphasized women’s empowerment while fostering creativity and inspiration.‍

Overcoming Workforce Challenges‍

When Au joined in September 2022, staff turnover was above 50%, with vacancies exceeding 20% across all roles. The lingering effects of COVID-19 had lowered morale and engagement while increasing stress and inefficiencies.‍

Employee-Centric Initiatives‍

To address these challenges, Chubb Life refreshed its leadership team with dynamic talent, strengthened internal communication, and introduced Pulse Engagement Surveys and CEO Coffee Chats.

The company improved employee well-being by enhancing medical and life insurance benefits, organizing team-building activities, and offering wellness workshops.‍

Rewards and Career Growth‍

A remuneration review aligned salaries with market standards. Annual performance bonuses were increased, particularly for mid-level employees. A flight risk scoring system was introduced to monitor and retain top talent.

For career development, a 90-day buddy system helped new joiners transition smoothly. Management workshops and a high-potential talent program provided growth opportunities.‍

Workplace Transformation‍

Chubb Life adopted a more flexible work culture, allowing two remote workdays per week. Office spaces were renovated to encourage collaboration, and a “dress-appropriately-as-needed” policy replaced rigid dress codes.‍

Positive Impact on Turnover‍

These initiatives reduced turnover to 26% in 2023. Au remains optimistic, stating, “We are on track to reach our target of 20% turnover in 2024.”‍

Investing in Employee Development‍

Chubb Life prioritizes learning and development. Training programs cover technical skills, leadership development, and managerial training, offered through online, classroom, and hybrid formats.

On-the-job learning is encouraged through projects and job rotations across Hong Kong and regional offices. Managers provide continuous coaching and support.‍

Leadership Philosophy‍

When managing a diverse and culturally varied team across North Asia, Au emphasizes active listening and open communication.

“I listen attentively to hear not only what’s being said but also the underlying purpose of the message. I always promote open and genuine conversations, even in times of conflict.”‍

Guiding Principles‍

Au believes leadership is about empowerment and inspiration. She encourages her team to grow, perform better, and achieve their career aspirations.

Her leadership philosophy is simple: lead, empower, and inspire.

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