Asia-Pacific Power List 2025: Dhiren Amin, Income Insurance

Dhiren Amin

Chief customer officer
Income Insurance
Singapore
Returning member  

Having garnered extensive experience at FMCGs, including Kraft Heinz and Unilever, seasoned marketer Dhiren Amin walked into Income Insurance with a plan in mind. He spearheaded a pivot towards commercial marketing with KPIs being aligned towards revenue, profit, customer acquisition and cross-selling. This practical approach shone in monthly commercial reviews where cross-functional teams—such as sales, product, and finance—would review their performance by product and channel, which could then be translated into action plans for the company. 

Amin’s changes have already brought about positive changes for the company amid Singapore’s competitive insurance market. Income recorded an impressive 38% growth for life insurance, 8% for motor insurance, and 11% for personal accident insurance last year. The travel insurance category also grew from $5 million to $60 million in two years, surpassing its pre-Covid numbers. Under Amin’s leadership, Income launched two new life insurance products—Gro Cash Sure and Gro Cash Plus—that reaped over $70 million and accounted for more than 70% of the life insurance portfolio in just 18 months. 

Late last year, Allianz’s heavily scrutinised offer to acquire a majority stake in Income fell through. Despite this, Income maintained its equity leadership at 48% across all insurers in Singapore, as well as across all lines of business. Amin was key in leading the company through this crisis from a communications viewpoint, where he oversaw the announcement of the deal and planned the integration workstream for the partnership.

As a result of Amin’s quick turnaround of Income in a span of just three years, the company was ranked 34 in Warc’s recent global effectiveness rankings, it was named Southeast Asia’s Brand of the Year at Campaign’s AOY 2024, and the brand took home nine metals at the Effies—where Amin was also a co-chairperson.  

Internally, Amin ensures that his marketing and product teams have a healthy representation of women, with 72% of the team comprising women. And within this team, he’s a huge proponent of tapping deeply into culture and craft to produce impactful and memorable campaigns—an unsurprising fact given his past agency experience. For instance, to train his team to improve their craft, he ensured that they would have a two-day paid training at Cannes Lions.