At Pension Surely, our business model is rooted in sustainability, transparency, and social responsibility. We operate as a value-driven insurance provider, specifically focused on meeting the evolving needs of the senior population in Singapore. Unlike traditional insurance companies that often cater to a broad demographic, our niche approach allows us to deliver highly personalized, relevant, and accessible services to retirees and elderly individuals.
Core Value Proposition
Our core value lies in bridging the gap between standard insurance offerings and the unique realities of retirement living. Seniors often face complex financial and healthcare decisions — we make these simpler by offering targeted insurance plans with clear terms, consistent pricing, and direct human support.
We do not upsell unnecessary products or use fear-based tactics. Instead, we educate and empower our clients through accessible information, compassionate advisors, and a genuine focus on well-being. This builds trust, loyalty, and long-term relationships.
Revenue Streams
Our business is sustained through three main revenue streams:
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Monthly Premiums:
Our core income comes from recurring monthly payments for active policies. These premiums are priced competitively and reflect the level of risk, coverage, and age of the insured client. -
One-Time Lifetime Plans:
Some of our services — such as legacy planning — are sold as single-payment packages. These provide us with upfront capital while offering clients a long-term, no-renewal insurance product. -
Partner Commissions & Institutional Agreements:
We collaborate with hospitals, eldercare centers, and financial advisors, earning commissions from bundled service packages or referral programs, without passing hidden costs to the client.
Cost Structure
To maintain affordability while offering top-tier service, our expenses are carefully structured:
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Operational Costs: Customer support, claims processing, and administration are managed by a lean, locally-based team.
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Technology Infrastructure: We invest in secure, digital-first platforms that reduce paperwork and automate tasks — driving down costs and improving service delivery.
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Medical Network Contracts: By negotiating direct billing agreements with healthcare providers, we lower claims processing time and medical costs for both our company and our clients.
Customer Segments
We serve a clearly defined customer base:
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Seniors aged 60 and above residing in Singapore
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Retirees with fixed or limited income
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Individuals seeking estate and end-of-life planning
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Families looking to secure long-term care for aging parents
This focus allows us to design products and services that are deeply relevant, culturally appropriate, and compliant with Singapore’s healthcare and pension frameworks.
Channels and Acquisition Strategy
Our client acquisition strategy relies on trust-building and community presence, not aggressive advertising. Key channels include:
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Direct online sales through our website
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Community outreach at senior centers and wellness events
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Partnerships with retirement planning advisors
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Word-of-mouth referrals and family advocacy
We also provide educational seminars and webinars on topics like “Preparing for Retirement” and “Understanding CPF & Insurance”, which double as marketing and trust-building tools.
Customer Relationships
We maintain long-term, personal relationships with our clients. Every policyholder is assigned a dedicated advisor who helps with plan selection, updates, and claim support. We emphasize continuity, empathy, and clarity in all communications.
Long-Term Vision
Our long-term business goal is not just profitability, but impact. We aim to be Singapore’s most trusted name in retirement protection — expanding our services to include home care partnerships, mental wellness programs, and digital tools that help seniors manage their insurance independently and confidently.
Through careful growth, ethical leadership, and community partnerships, Pension Surely will continue to redefine what it means to age with dignity and financial security in Singapore.