The bancassurance firm BPI AIA has named Karen Custodia as its chief operating officer.
As CEO, Custodia takes on the responsibility of overseeing BPI AIA’s growing partnership distribution channel and managing its strategic relationship with BPI.
Prior to her appointment, she held the role of Head of Partnership Distribution Sales Channels at BPI AIA since 2014. Custodia has a proven track record of driving impactful change in the company. In her previous role, she led a team of over 1,500 employees from the In-Branch Corporate Sales, Direct Sales, Private Banking, and Telesales teams.
Under her leadership, BPI AIA successfully implemented a new distribution model aligned with BPI’s customer and channel strategy. This feat has strengthened partner engagement and consequently increased the sales force productivity.
Custodia previously led the distribution channels to shift from physical to hybrid interaction at the height of the pandemic. The shift helped curb the pandemic’s impact and achieve faster recovery while staying true to the BPI AIA mission of making insurance easy to get and easy to have for every Filipino.
Custodia replaced Surendra Menon, who served six years as BPI AIA CEO and was recently appointed as Director of Partnership Distribution of AIA Indonesia. Custodia will work closely with and will be directly reporting to Kelvin Ang, Chief Executive Officer of AIA Philippines.
BPI AIA is a joint venture between icons of the financial industry, AIA Philippines (formerly AIA Philam Life) and the Bank of the Philippine Islands (BPI).
