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Insurers across Asia are accelerating efforts to close protection and savings gaps by expanding beyond traditional risk products into integrated wealth propositions. Chubb’s launch of Chubb Wealth in Hong Kong is a clear example of this strategic shift – and a signal to insurance professionals of where high-net-worth (HNW) distribution models are heading.
Chubb Wealth is positioned as an insurer-backed advisory and investment platform designed to support long-term portfolio construction for affluent clients. The launch targets one of the world’s fastest-growing wealth hubs: private wealth assets in Hong Kong surpassed HK$10 trillion at the end of 2024, up 15% year on year. Against this backdrop, insurers are increasingly competing not only on protection solutions but on their ability to deliver institutional-grade investment access alongside them.
The platform combines digital onboarding, execution, and ongoing advisory monitoring within a single interface, reflecting the industry’s push toward end-to-end digital servicing for affluent segments. Clients can access funds from global managers including KKR, Goldman Sachs Asset Management, and PIMCO, with all trading and platform fees disclosed upfront to emphasize transparency – an attribute that is becoming a key differentiator in HNW distribution.
Notably, Chubb Wealth lowers entry thresholds typically associated with institutional investing. Mutual funds start from US$100, while eligible clients can access alternative assets such as private equity and infrastructure from US$10,000. This tiered structure broadens participation while still preserving a premium positioning, illustrating how insurers are adapting product design to capture both emerging affluent and established HNW segments.
The launch coincides with the 50th anniversary of Chubb’s life business in Hong Kong, underscoring the strategic importance of the market to its regional growth plans. Hong Kong’s status as an international financial centre – strengthened by initiatives such as the cross-boundary Wealth Management Connect – continues to attract clients seeking diversification, cross-border flexibility, and access to alternative asset classes.
For insurers, the move reflects a wider industry transition. As populations age and longevity risk increases, carriers are repositioning themselves around long-term income, wealth preservation, and decumulation strategies rather than pure protection. Regional data points reinforce the direction of travel: Singapore’s life sector recorded strong growth in 2025 driven by protection and legacy planning demand, while Hong Kong surveys indicate rising consumer focus on retirement adequacy and health-related financial planning.
Competition is intensifying accordingly. Other regional players, including AIA Singapore, are rolling out wealth-focused propositions for affluent clients, while firms are investing in specialist talent to support advice-led distribution. Chubb has followed this path through the creation of the Chubb Wealth Academy, developed with global asset managers to train advisers in advanced asset allocation and portfolio construction.
Taken together, these developments highlight a structural convergence between insurance and wealth management. Platforms such as Chubb Wealth are not simply product extensions; they represent a distribution evolution in which insurers aim to own a greater share of clients’ financial lives. For insurance professionals, the implication is clear: future competitive advantage will depend on integrating protection, investment access, and advisory capability into a seamless client experience rather than treating them as separate offerings.