Over the past decade, Vietnam’s economy has experienced one of its significant structural shifts - the rapid expansion of the middle class.

According to reports from the World Bank, this group could account for more than 50% of the national population by 2035. The growth of the middle class not only reflects rising income levels but also plays a key role in reshaping consumer behavior and personal financial management.

Sustainable investing becomes a key for the middle class

As income levels and living standards improve, consumer needs in Vietnam are gradually extending beyond essential spending. Rather than focusing solely on meeting basic needs, many households are increasingly prioritizing maintaining quality of life while preserving and growing wealth over the long term.

Financial goals such as securing children’s futures and preparing for retirement are becoming major drivers behind personal financial decisions. At the same time, Vietnam’s investment landscape continues to show positive signals. The stock market remains an important destination for capital flows, while sectors such as banking, consumer goods, and technology are widely expected to maintain stable long-term growth.

Individual investor preferences - particularly among middle - and upper-income groups - are also evolving. Instead of pursuing short-term gains, many investors are increasingly favoring investment channels that offer stability, transparency, and long-term value.

Prudential promotes sustainable investment through insurance solutions

In response to evolving market demand for more sustainable investment-oriented solutions, Prudential continues to take a long-term approach by enhancing its suite of unit-linked insurance products. These solutions are designed to support customers in building stable financial contingency plans while enabling the transfer of value to future generations.

At the same time, the company is redefining the concept of protection beyond purely financial coverage, with a focus on helping individuals balance financial preparedness against risks with their longer-term asset growth expectations.

For instance, with PRU-Đầu Tư Vững Tiến (PRU-Wealth Forward) unit-linked product, customers can allocate their premiums across seven PRUlink funds with varying risk profiles, allowing for greater flexibility in aligning investment strategies with individual objectives and risk appetite. The product also offers additional bonus features that contribute to enhancing the policy’s account value over time.

With this product, customers may also consider transferring accumulated value by participating in a new policy, contributing to long-term financial planning and helping build a foundation for future generations. In terms of protection, the product provides coverage of up to 110% of the Sum Assured, together with the policy’s account value, subject to specific terms and conditions.

It is applied to the Death Benefit or Total and Permanent Disability Benefit not caused by early-stage thyroid cancer at 100% of the Sum Assured. For Total and Permanent Disability caused by early-stage thyroid cancer, Prudential will pay 10% of the Sum Assured, capped at VND100 million ($3,850).

Alternatively, the universal life insurance product PRUBảo Vệ Tối Đa 2.0 (PRUMax Protect 2.0) offers financial plans tailored to individual needs, helping customers achieve comprehensive protection against risks while accumulating wealth in a sustainable and flexible manner.

With two plan options that both deliver optimal protection value, which can be combined with a diverse portfolio of Rider products, PRUBảo Vệ Tối Đa 2.0 (PRUMax Protect 2.0) helps policyholders proactively build a financial fund against risks such as accidents, critical illnesses, healthcare needs, and more.

PRUBảo Vệ Tối Đa 2.0 (PRUMax Protect 2.0) is also integrated with bonus benefits and flexible options. These benefits support policyholders in accumulating wealth sustainably over time and proactively adjusting their financial plans at each stage of life

The two investment-linked insurance products, PRU-Đầu Tư Vững Tiến (PRU-Wealth Forward) and PRUBảo Vệ Tối Đa 2.0 (PRUMax Protect 2.0), mark Prudential’s evolution in response to the growing emphasis on long-term and sustainable financial planning. These products are designed with flexibility and transparency, addressing the increasingly diverse needs of domestic customers for solutions that combine protection with investment.