Families with monthly earnings at or below the national poverty line face multiple threats to their economic stability. One such threat is that many working B40 families do not have financial safety nets that can adequately see them through any unexpected loss of income.

We partnered with Prudential Assurance Malaysia Berhad to launch PRUKasih – a free financial protection plan for families from selected Program Perumahan Rakyat (PPR) communities. It provides financial assistance in the event the breadwinner is unable to work due to illnesses or accidents. In the event of death, the family receives financial assistance for a year to enable them to find their feet again.

Since our pilot in 2011, PRUKasih is now offered to xx PPR communities across Malaysia, covering xx families*. PRUKasih has helped more than xx families in times of crisis with the support of over xx partner organisations.

Additionally, this long-term partnership has expanded to provide financial education to these families and children in schools. In collaboration with Prudential Foundation and the Ministry of Education of Malaysia, the Cha-Ching program introduces primary school children to 4 basic money concepts – Earn, Save, Spend and Donate - reaching over 30,000 students nation-wide every year since 2016.

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