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Our award-winning financial literacy and responsibility programme that instils sound financial habits and promotes financial responsibility in children.

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“Our reputation and success are built upon the talent and commitment of our people.”

Mike Wells, Group Chief Executive

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Earn, Save, Spend and Donate

At its core, Cha-Ching consists of a series of three-minute music videos featuring six lively characters, to help children learn about the fundamental money management concepts of Earn, Save, Spend and Donate. The six characters in the programme are members of the Cha-Ching band, each with a different approach to money management. Cha-Ching music videos feature catchy songs with lyrics and enhanced subtitles that children can sing along to, aiding comprehension and retention.

The episodes air on Cartoon Network, the number one children's channel in Asia, in eight markets: Hong Kong, Indonesia, Taiwan, Malaysia, the Philippines, Singapore, Thailand and Vietnam.

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Programme impact to date

The programme has had significant impact across Asia.

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Our capabilities

Customer service

Customers are at the heart of our strategy. We proactively listen to both new and existing customers to understand and respond to their changing needs. This allows us to propose financial solutions customised for different groups, whether that is young and middle-aged people or those in the retirement phase of life. We are expanding our digital infrastructure to enhance our customer experience.

Solutions

We offer solutions for customers as they face the biggest financial challenges of their lives. We consistently develop our product portfolio, designing it around our customers’ needs and providing them with peace of mind, whether that be in relation to saving for retirement or insuring against risks of illness, death or critical life events.

Distribution

Distribution plays a key role in our ability to reach, attract and retain customers in different parts of the world. Building out and diversifying our distribution capabilities, including adding digital tools, helps ensure that we fully capitalise on the opportunities available to us in each of our markets.

Investment for growth

We focus on strategic investment in long-term opportunities and capabilities to drive future growth and value for our stakeholders. We invest to improve relationships with our customers and distributors, to create innovative products, to improve our operating platforms and to capture new opportunities and build new relationships. We invest in digital capabilities to empower our distributors and improve customer service.

Risk management

We generate value by selectively taking exposures to risks that are adequately rewarded and that can be appropriately quantified and managed. Balance sheet strength and proactive risk management enable us to make good our promises to our customers and create long-term value for our stakeholders.

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How we benefit our stakeholders

We create financial benefits for our investors and deliver economic and social benefits for our customers, our employees and the societies in which we operate.

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Customers

Through our high-quality products, great distribution and innovative approach, we deliver value and service for our customers.

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Earn, Spend, Save, Donate

A holistic programme

The programme works in collaboration with a wide range of stakeholders to provide holistic support for the development of ECCD. Through Save the Children, we work with commercial publishers, illustrators, designers and publishers in both Cambodia and the Philippines to develop local knowledge and skills to produce these types of reading materials. Save the Children also works with publishers to refine their publication concepts and understanding of what makes a good children’s book, and then promotes these books through First Read.

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Investors

Our focus on structural growth opportunities and our diligent execution mean we are well placed to continue to deliver profitable growth.

Employees

We provide an environment with equal opportunities, career potential and rewards, enabling us to attract and retain high-quality individuals to deliver our strategy.

Communities

We support communities where we operate, through investment in business and infrastructure, tax revenues and community support activities.

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360-degree platform

Cha-Ching is built around several elements that respond to children’s learning needs:

A series of three-minute music videos on Cartoon Network and Free to Air TV.
A website with games and applications that engage children in real-life money management scenarios to reinforce the learnings derived from the music videos
Online resources and at-home activities that teachers and parents can work through with children
YouTube playlist to provide additional platforms to access music videos anytime anywhere
A Facebook page to encourage interaction and discussion on the social media spacev

Four Pillars approach

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Prudence Foundation was incorporated in 2011 in Hong Kong as a non-profit entity to operate the regional Community Investment programmes of Prudential Corporation Asia covering both life insurance operations and Eastspring Investments.

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We do life

We create long-term value for both our customers and our shareholders.

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For the long term

Fulfilling our purpose and delivering value to the communities in which we operate.

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Website and Social Media

Our website features the Cha-Ching music videos, activities and resources for both teachers and parents to teach financial literacy in an interactive and engaging way.

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Website and Social Media

Why Cha-Ching

A major research initiative, Financial Literacy in Children, undertaken by Prudential across Asia in 2011 showed that only 13 percent of parents believe their children possess good money management skills – though almost all parents (95 percent) think it is important to learn them.

The School Contact Programme also provides a platform for employees to volunteer their time to engage with their communities.

To date, more than 400,000 children have benefited directly from the Cha-Ching School Contact Programme across Asia and Africa.

Bantayan Island, Philippines

Following the devastation of Typhoon Haiyan in November 2013, Prudence Foundation formed a multi-year partnership with Habitat for Humanity Philippines to help rebuild the lives of the community on Bantayan Island, North Cebu.

The Foundation provided funding for the building of 126 new disaster-resilient houses, together with donating 183 fishing boats and 140 pedicabs to the community to help restore their livelihood.

Between 2014 and 2017, almost 400 PRUVolunteers staff and agents from 13 Prudential markets travelled to the island for one week to assist with the rebuilding efforts.

In June 2017, the homes were completed and handed over to the beneficiaries.

400 PRUVolunteers helped a community rebuild its life after a typhoon.

Mae Ai, Thailand

In early October 2011, Tropical Storm Nalgae and continuing monsoon rains since July brought heavy rain and widespread flooding to Northeast, North and Central Thailand. By the end of the year’s flooding disaster, more than 13 million people in 4 million households were estimated to have been affected. According to the World Bank, total damages and losses are estimated at more than US$45 billion. The 2011 flood emergency in Thailand has been described as "the worst flooding in Thailand’s history”.

In 2012, working with FOPDEV, our local NGP partner, 65 regional PRUVolunteers travelled to Mae Ai District in Northern Thailand for one week to help repair and construct old people's homes, improve waterways and flood paths to reduce the risk of further damage. The volunteers also undertook a disaster simulation to prepare the district for future disasters.