BPI AIA Life Assurance Corp. has appointed Melissa Henson as its new chief executive officer, putting an executive with nearly two decades of banking and insurance experience at the helm as the bancassurance company enters its next phase of growth.
Henson previously served as chief marketing officer of AIA Philippines since 2023, where she led efforts to strengthen customer engagement, marketing capabilities, and initiatives supporting brand and business growth.
Her experience spans partnerships, customer strategy, marketing, product innovation, and distribution. She also helped accelerate product launches and led customer acquisition and cross-selling initiatives aimed at improving distribution effectiveness.
As CEO, Henson will oversee BPI AIA’s business strategy and operations, with a focus on deepening customer relationships and sustaining growth.
“I am thrilled to lead BPI AIA at this exciting point in our journey,” Henson said. “Looking ahead, we will continue to focus on delivering innovative solutions, creating greater value for customers and strengthening our position as one of the Philippines’ leading bancassurance companies.”
The appointment comes as banks and insurers increasingly use digital channels, customer data, and broader product ecosystems to deepen relationships with existing clients and reach new segments.
For BPI AIA, the bancassurance model gives it access to the extensive customer and distribution network of the Bank of the Philippine Islands, while AIA Philippines provides insurance expertise and product capabilities.
AIA Group Regional Chief Executive and Group Chief Distribution Officer and BPI AIA Chairman Jacky Chan said Henson’s experience across banking and insurance, combined with her focus on customer-centric innovation and strategic partnerships, would position her well to lead the company’s next growth phase.
The leadership change puts customer engagement and distribution at the center of BPI AIA’s growth agenda as competition intensifies across the Philippine insurance and financial services markets.
