Singapore – Financial planning in Singapore is getting a touch more flexible as Income Insurance Limited has launched a new marketing campaign highlighting the adaptability of its investment-linked plans, enlisting six-time world record-holding flexibility artist Liberty Barros as the visual centrepiece.
Created with Leo Singapore, the campaign uses Barros’ acrobatic contortions to illustrate how the insurer’s investment-linked plans—often known as ILPs in the industry—are designed to adjust to customers’ changing financial circumstances.
The push lands at a time when many Singaporeans in their 40s are reconsidering traditional financial paths. Longer careers, caregiving duties, and shifting retirement expectations are prompting demand for products that can evolve alongside income patterns and investment goals.
Against that backdrop, the insurer has introduced Legacy Flex Solitaire, the latest addition to its ILP portfolio.
The product joins existing offerings Invest Flex and Invest Flex Vantage, expanding a line-up aimed at customers seeking both investment exposure and insurance protection in a single structure.
Beyond product features, the campaign leans heavily on visual storytelling.
Three short campaign films form the centrepiece of the rollout.
In a series of films and still images, Barros bends into striking poses within tight frames—a visual metaphor for flexibility—while directing attention to specific benefits within the plans.
“Singaporeans value flexibility, whether in their lifestyles or their investing choices,” said Dhiren Amin, chief customer officer at Income Insurance. The company’s ILPs are designed to give customers greater control over their financial planning, he added.
“It’s not often you get to work with the world’s most flexible woman,” said Asheen Naidu, group executive creative director at Leo Singapore.
Barros’ performance helped underline the message that Income’s plans offer greater flexibility than many rivals in a crowded insurance category, he said.
Later this year, the campaign will extend beyond screens. A public activation featuring Barros is planned in Singapore, where the performer will stage a live demonstration of her contortion skills —bringing the campaign’s central metaphor off the page and into the real world.
The marketing effort spans digital platforms, out-of-home advertising across Singapore, and social media, running through 31 December 2026.
