BPI AIA Life Assurance Corp. has appointed Melissa Henson as its new chief executive officer as the bancassurance firm enters its next phase of growth.

Henson brings nearly two decades of experience in the banking and insurance sectors, with expertise in partnerships, customer strategy and marketing. She previously served as chief marketing officer of AIA Philippines since 2023.

During her tenure, Henson led efforts to strengthen customer engagement and marketing capabilities, while advancing initiatives that supported the company’s brand and business growth. She also drove product innovation, customer acquisition and cross-selling initiatives aimed at improving distribution effectiveness.

“Melissa is a proven leader with a strong record of driving growth through customer-focused innovation and strategic partnerships,” said Jacky Chan, regional chief executive and group chief distribution officer of AIA Group, and chairman of the BPI AIA board.

Chan said Henson’s experience in both the insurance and banking sectors, along with her ability to build teams and partnerships, positions her to lead BPI AIA’s next stage of growth.

As CEO, Henson will oversee BPI AIA’s overall business strategy and operations, with a focus on deepening customer relationships and driving sustainable growth.

“I am thrilled to lead BPI AIA at this exciting point in our journey. I am grateful for the continued trust and support of BPI and AIA Philippines, whose longstanding partnership has been the foundation of our success,” Henson said.

“Looking ahead, we will continue to focus on delivering innovative solutions, creating greater value for customers and strengthening our position as one of the Philippines’ leading bancassurance companies,” she added.