Cambodia Leadership Review
Jane Tay has led AIA Cambodia since December 2023, bringing extensive regional experience across the insurance and financial services sectors. She previously served as Chief Strategic Bancassurance Alliance Officer at AIA Thailand, where she strengthened strategic partnerships and elevated sales performance.
Her career also includes senior roles within AIA Group and other global insurance and banking organisations, with a focus on partnership distribution, strategic growth, and building high performing commercial teams.
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Leadership and Breaking New Ground
CLR: As the only woman CEO in Cambodia’s life insurance industry, and as the leader of AIA Cambodia, how would you describe your leadership philosophy, and how do you approach building trust, performance, and purpose within an organization operating at both global and local levels?
My leadership philosophy is deeply rooted in AIA’s long standing commitment to the Operating Philosophy of “Doing the Right Thing, in the Right Way, with the Right people… and the results will come.” and in a culture that puts customers at the centre of everything we do.
From my extensive experience serving as Chief Strategic Bancassurance Alliance Officer at AIA Thailand, as well as Director of Group Partnership Distribution at AIA Group—and through my leadership engagements with global insurance and banking organizations—I have learned that sustainable performance is never driven by numbers alone. It is built on a clear purpose, strong values, and leaders who empower their people to make the right decisions every day.
At AIA Cambodia, customer centricity underpins everything we do—from product innovation and claims delivery to how we develop and support our people. When teams are consistently guided by what is right for the customer, trust is earned organically, engagement deepens, and performance follows naturally. This discipline and focus have been central to my leadership approach throughout my career, including in building high-performing bancassurance partnerships and productive, collaborative teams.
Leading within a global organisation like AIA also means striking the right balance between strong group governance, risk awareness, and best practices, while ensuring leadership decisions are grounded in local understanding. Cambodia is a country with a rich culture, a young and dynamic population, and people whose warmth and hospitality I have already deeply appreciated. Understanding this local context is essential to building relevance, trust, and long-term impact.
I place strong emphasis on accountability, inclusion, and developing capable leaders who act with empathy and integrity. My role as CEO is to create an environment where our people feel trusted, supported, and inspired to perform at their best, while clearly understanding the meaningful role they play in improving the lives of Cambodians.
Ultimately, leadership is not about position, but about creating conditions for others to succeed. My focus is to cultivate a high performance, purpose driven culture where our people are united by our shared purpose to help Cambodians live Healthier, Longer, Better Lives—and where trust is built through consistent actions, not words.
Leading AIA Cambodia in a Growing Insurance Market
CLR: AIA Cambodia has grown rapidly since commencing operations in 2017 and is now recognised as the Kingdom’s leading life and health insurer. From your perspective, how is Cambodia’s insurance market evolving, and what role does customer trust, financial literacy, and long-term protection play in driving sustainable growth?
Cambodia’s insurance market has developed and grown at a fast pace over the past decade, supported by economic growth, regulatory progress, and increasing interesting long-term protection, health, and wellness solutions. According to the Insurance Regulator of Cambodia, total industry gross premiums reached approximately US$356–357 million in 2024, growing around 3–3.5% year on year, with life insurance remaining the largest segment. Yet penetration remains relatively low—around 1.14–1.16% of GDP, with density of about US$21 per person—highlighting significant headway for sustainable growth as trust and understanding deepen across society.
For that growth to be meaningful and inclusive, customer trust is paramount, whether for individuals from all walks of life or for corporate clients caring for their employees. People need confidence that their insurer will stand by them in times of need.
In 2024, industry claims paid rose to around US$79.7 million, reflecting broader coverage and improved service standards—an important signal that insurance delivers real value. At the same time, low penetration underscores a continued financial and health literacy gap, which remains a key focus for both regulators and insurers.
At AIA Cambodia, our role is to deepen understanding and convert to long-term protection for individuals, families, and the workforce. For individuals, this means clear advice, simple solutions, and reliable claims support that protect livelihoods and aspirations. For corporate clients, it means partnering with employers to extend protection, wellbeing, and financial security to their people—recognising that the workplace is one of the most effective channels to reach and protect a growing population.
Since entering the market in 2017, AIA Cambodia has become one of the Kingdom’s leading life and health insurers, protecting over 193,000 individuals and families and settling approximately 45,900 claims, with benefits paid exceeding US$15 million*. This track record reinforces trust not only among individual customers, but also among employers who rely on us to safeguard their people. (*Update to date: January 2026)
We also believe that financial literacy and digital enablement are critical to sustainable growth. By combining the expertise of our professional, industry-leading advisors with digital platforms such as the AIA+ app, we make insurance simpler, more transparent, and more accessible for everyone—from young professionals to families and employees navigating workplace benefits.
In summary, Cambodia’s insurance market is scaling, with both individuals and corporate clients playing a vital role in its future. Penetration remains early, but the winning formula is clear: trust, education, and long-term protection—delivered to individuals and amplified through the workplace. AIA Cambodia is committed to growing responsibly while helping more Cambodians live Healthier, Longer, Better Lives.
Digitalisation, Customer Experience, and Innovation
CLR: AIA Cambodia has placed strong emphasis on digitalisation, including the launch of the AIA+ app to support a seamless “Learn, Buy and Claim” journey. How do digital tools and data-driven processes enhance customer experience and operational efficiency, while still maintaining the human element that is critical in insurance?
At AIA Cambodia, digitalisation is a long-term strategic capability, not simply a technology initiative. From the inception, we have used digital transformation to scale trust, enhance customer experience, and operate more efficiently as the market evolves.
In fact, when we commenced operations in 2017, AIA Cambodia became the first local life and health insurer to operate 100% paperless, setting a new benchmark for productivity, transparency, and customer expediency in the industry.
This paperless foundation enables us to simplify insurance and remove friction across the customer journey. Through platforms such as the AIA+ app and our online portals, customers can learn about protection, manage policies, submit claims, and access services seamlessly. This not only improves accessibility and convenience for customers, but also enhances operational efficiency and consistency across the organisation.
From an operational perspective, data driven and digital processes allow us to make better, faster decisions at scale. Automation and analytics support quicker claims turnaround, improved accuracy, stronger risk management, and more personalised solutions to help us deliver higher service standards while operating responsibly and efficiently. driven and digital processes.
However, we are very clear that technology is an enabler, not a replacement for human care. Insurance supports people at deeply personal moments—during illness, loss, or major life events, where empathy, judgement, and reassurance are essential. That’s why our customer experience is guided by our EASE service philosophy: Empathy in every interaction, Accessibility across channels and languages, Simplicity in products and processes, and Excellence in execution—especially at claims.
We continue to invest in our people, including our advisors, customer service teams, and partners, ensuring they are equipped to use digital tools to enhance conversations and outcomes, not replace human connection.
Ultimately, innovation at AIA Cambodia is about creating meaningful impact—better experiences, stronger trust, and more resilient relationships—so we can continue fulfilling our purpose of helping Cambodians live Healthier, Longer, Better Lives.
Looking Ahead: Talent, Purpose, and Industry Outlook
CLR: Looking ahead, what trends do you see shaping Cambodia’s life insurance and health protection sector, and how is AIA Cambodia positioning itself—through talent development, digital innovation, and its purpose of helping people live Healthier, Longer, Better Lives—to meet the evolving needs of Cambodian society?
Looking ahead, I see three key trends shaping Cambodia’s life insurance and health protection sector: a stronger focus on health and prevention, deeper digital engagement, and rising expectations around trust, transparency, and social impact.
First, customers are becoming far more proactive about their health—not just seeking protection when something goes wrong but actively looking for ways to prevent illness and live better, more fulfilling lives. This shift aligns directly with AIA’s purpose of helping people live Healthier, Longer, Better Lives.
At the same time, as awareness grows, our priority is to transform simple awareness into deeper understanding—so people know what insurance protection actually offers and how it helps families withstand financial hardship when health events or income shocks occur. At AIA Cambodia, we are responding by expanding health focused solutions, wellness initiatives, and community partnerships that promote healthier lifestyles and build financial resilience, long before insurance is needed and especially when it matters most.
Beyond products, we believe our responsibility extends beyond policyholders. That is why AIA Cambodia has positioned itself as a champion of health and wellbeing, leveraging sports and CSR initiatives as powerful platforms for change, supported by our global partnership with Tottenham Hotspur. Through sport, we promote the values of discipline, teamwork, and active living, making health messages more relatable and inspiring. This commitment is reinforced through our year-on-year health campaigns. In 2026, we introduced “100 Dreams Powered by Health”, grounded in the belief that health is the foundation of every dream—because without health, even the simplest aspirations become difficult to achieve. on year health campaigns. In 2026, we introduced “100 Dreams Powered by Health”, grounded in the belief that health is the foundation of every dream—because without health, even the simplest aspirations become difficult to achieve.
Second, digital engagement will continue to reshape customer expectations. People increasingly expect simplicity, speed, and transparency, and digital capabilities are essential to delivering seamless experiences at scale. However, technology alone is not enough—it must be guided by strong values, sound governance, and human care to build lasting trust.
Third, and most importantly, talent will be the defining factor of long-term success. At AIA Cambodia, we are investing in leadership development, digital capabilities, and a high-performance culture, while nurturing values such as integrity, collaboration, and customer centricity. Our people are our strongest differentiator in translating strategy and purpose into meaningful impact for customers and communities.
By combining purpose-led innovation, strong talent development, digital capability, and a deep commitment to community wellbeing, AIA Cambodia is well positioned to support the evolving needs of Cambodian individuals, families, and workplaces—not just today, but for generations to come.
Download the 50 International Voices Magazine 2026 here.
