Etiqa Insurance Singapore has appointed Claudia Soh as its Chief Executive Officer after six months as acting CEO. This leadership transition marks a milestone as the insurer expands its distribution network and prepares for deeper integration with its parent company, Maybank.
Soh previously served as the company’s Chief Financial Officer and brings more than 20 years of experience in finance, strategic planning, risk management, mergers and acquisitions, investor relations, and auditing. Her career also includes experience at the Monetary Authority of Singapore (MAS) and senior leadership positions within the insurance industry.
As acting CEO, Soh maintained Etiqa’s growth momentum and introduced new strategic initiatives. She is recognised for transforming the finance function into a strategic partner that supports business decisions rather than just reporting.
Etiqa’s Group CEO, Mohd Kamaludin, praised her leadership, highlighting her ability to drive innovation, build strong teams, and deliver long-term value for customers and employees.
Soh takes charge at a crucial time for Etiqa’s Singapore business. The insurer pursues a dual-channel distribution strategy, combining stronger collaboration with Maybank and expansion through financial advisers and external advisory networks.
Earlier this year, Etiqa partnered with AIA Singapore to distribute its family Takaful products through AIA’s adviser network, increasing its reach among financial advisers. Meanwhile, Maybank moved closer to full ownership of Etiqa by agreeing to acquire the remaining stake in Maybank Ageas Holdings, subject to completion.
This gives Etiqa access to two powerful growth channels: Maybank’s banking customers and Singapore’s increasingly important independent financial adviser market.
Rather than being an external hire, Claudia Soh’s promotion reflects a growing trend in financial services where experienced internal leaders with strong operational knowledge are entrusted to lead digital transformation and long-term business growth. Her financial expertise and strategic background position Etiqa to balance innovation with sustainable expansion in one of Asia’s most competitive insurance markets.
Many successful CEOs in insurance begin their careers in finance, as it helps them develop a deep understanding of risk, capital allocation, and long-term value creation. Claudia Soh’s journey from CFO to CEO highlights how modern financial leadership increasingly extends beyond numbers into shaping overall business strategy.
