Karen Custodia: Leading BPI AIA to new heights through innovation and customer-centricity

KAREN CUSTODIA, Chief Executive Officer and Executive Director of BPI AIA Life Assurance Corporation, the joint venture of two leading financial companies in the Philippines: Bank of the Philippine Islands and AIA Philippines, formerly Philam Life, has been a driving force behind the company’s success and its innovative, customer-first culture.

- KATHERINE L. MAGSANOC

With over 28 years of experience in the insurance industry, Custodia’s leadership has firmly established BPI AIA as a leader in the Philippine bancassurance sector.

Prior to taking the helm as CEO, Custodia skillfully served as Director of Partnership Distribution Sales Channels at BPI AIA for 4 years, effectively managing a large team across diverse distribution channels.

Her journey with BPI AIA began in 2013, when she held key leadership roles such as Head of Marketing and Head of In-Branch Sales, demonstrating her versatility and deep understanding of the business.

Custodia’s extensive background also includes a significant role at an insurance broker company. She holds a degree in Psychology from De La Salle University, providing her with a unique perspective on understanding customer needs and behaviors.

Driving BPI AIA's success through people and innovation

Under Custodia’s strategic leadership, BPI AIA achieved its position as the leading bancassurance company in the Philippines in 2024, a milestone on the heels of its seventh consecutive win as the Best Life Insurance Company at the prestigious World Finance Insurance Awards.

Custodia attributes this remarkable success to the unwavering dedication and passion of her team.

"BPI AIA's success in 2024 was driven by its people—their passion, agility, and commitment to putting customers first and working collaboratively with our bank partner BPI,” she emphasizes.