Valued at 2.4 billion USD, the merger of Aviva and Singlife was the largest insurance deal in Singapore upon its announcement in September 2020. Following the acquisition, the team at the newly formed Singlife with Aviva was tasked with integrating its 1,400 employees.

Led by Group Head of People Vicki Chai, the team created ACE-IT, a new value framework focusing on Agility, Collaboration, Empathy, Innovation, and Trust as the key capabilities for establishing a strong cultural foundation.

Rather than relying on traditional yet ineffective methods to drive this significant change, Singlife with Aviva partnered with Tigerhall to implement a people-first transformation strategy, leveraging feedback loops and personalized change activation to maximize buy-in and impact. 

This strategy proved successful, yielding a benchmark-breaking 75% adoption rate. On the strength of this exceptional result, Tigerhall and Singlife with Aviva renewed their partnership for two more years, starting in January 2022.

“In a year full of change, integration, and transformation for us, we were still able to drive the adoption of a new change activation platform and leverage the support of internal change champions to help our people grow.

70% of our people “went digital” on Tigerhall and spent 62% of their capability building time on specially curated content and livestreams crafted with our organizational change initiatives in mind.”

Vicky Chai, Group People Officer

The Four Pillars of Singlife with Aviva’s Success

Building Trust with Two-Way Communications

Leaders at Singlife with Aviva—including the Board of Directors—used live change communication formats to collect real-time feedback and drive open conversations at scale. This helped maintain a consistent narrative, enabling faster alignment and preventing distrust.

Driving Action with Personalized Change Journeys

Targeted change journeys curated based on key focus areas helped segmented audiences take clear, timely actions. With Tigerhall Studios handling content creation and delivery in one system, the process was efficient—eliminating delays and saving internal resources.

Continuous Refinement with Sentiment Analysis

The change team continuously captured on-ground responses through feedback loops like surveys and manager-led live chats. AI-assisted sentiment analysis quickly extracted actionable insights for refining messaging to reduce resistance and increase buy-in.

Maximizing Results with Always-On Tracking

Singlife with Aviva used Tigerhall’s dashboard to monitor adoption and engagement in real time—no manual tracking needed. This allowed the team to solve issues early and report success metrics clearly, helping secure continued stakeholder confidence.

Securing Adoption from the Start

Modernizing Town Halls with Livestreams

The post-merger initiative kicked off with an engaging livestream. CEO Pearlyn Phau shared the transformation vision and strategy while addressing employee concerns in real time through the chat, building trust early on.

Tailored Onboarding for New Hires

An onboarding journey on Tigerhall quickly aligned new hires with the ACE-IT framework to mitigate voluntary attrition. Short, targeted content from internal leaders and change champions delivered a transparent narrative about the merger, preventing confusion.

Enabling Targeted Communication at Scale

Personalizing Change Journeys

In partnership with Tigerhall Studios, the change team co-created 26 change journeys around ACE-IT, targeting specific audiences to avoid overwhelm. The relevant, bite-sized content led to 99% of participants applying their learnings within two months.

Manager-Led Engagement

Middle managers received personalized change leadership journeys, outlining key steps to communicate and implement the new ACE-IT framework within their teams. They also led live Q&As monthly to keep employees engaged and drive adoption.

Driving Outcomes with Feedback & Data

Diversifying Two-Way Feedback Loops

The change team created various feedback loops through Tigerhall’s livestream and survey capabilities to capture on-ground sentiment at scale. Giving employees a voice proved effective in accelerating buy-in, resulting in a 75% adoption rate for ACE-IT.

Course Correcting with Data & Analytics

AI-assisted sentiment analysis enabled the change team to track engagement trends, spot delays, and identify resistance from employee feedback. These insights informed decisions and interventions, ensuring the transformation stayed on track and achieved key milestones.