Case Study: Prudential Vietnam boosts customer engagement and retention with Open Loyalty

Prudential Vietnam introduces PRUrewards loyalty program based on Open Loyalty

Prudential Vietnam launched PRUrewards to tackle low engagement and high churn in the insurance market, especially among VIP customers. To move from a transactional relationship to ongoing emotional engagement, Prudential Vietnam chose the Open Loyalty platform as the technical backbone for its new loyalty program.

Using Open Loyalty, Prudential Vietnam deployed a modular, configurable loyalty engine integrated with legacy systems and mobile/web channels to manage points, tiers, redemptions and complex earning rules (transactional and non‑transactional). The Open Loyalty implementation delivered an omnichannel, scalable program and successful integration into a complex infrastructure, resulting in increased customer engagement and stronger tools to reward and retain high‑value customers.

Prudential Vietnam