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Rachel Chen Head of Digital Wealth (dollarDEX) at Aviva


Based in Singapore, Rachel has 18 years of well-rounded business experience mainly in financial institutions. She is a business leader with passion in customer experience and digital. She currently heads the Digital Wealth team for dollarDEX, a direct to consumer investment platform owned by Aviva, and delivered 30% growth of assets in 2017.

Rachel helmed various leadership roles locally and regionally. She previously headed Customer Experience and Business Excellence for Aviva both in Asia and Singapore. As a pioneer of customer experience in Aviva, she set up Aviva’s customer experience capabilities in Asia and led various company-wide customer experience change initiatives, which delivered double digital improvement of Net Promoters Score for Aviva’s business in Asia.

Rachel has also been a digital innovator in Aviva for many years. She launched the first health & wellness digital proposition as part of Aviva’s group insurance offering to Singapore Armed Forces (SAF) in 2011. In 2014, she launched “Aviva Fit & Well” platform to provide tools and reward customers for maintaining a healthy lifestyle. Under her leadership and guidance, Aviva China launched an award winning health & wellness digital ecosystem in 2015.

Rachel holds a Master of Business Administration from INSEAD and is also a Certified Public Accountant (CPA).


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