Income Insurance and Leo team up with Liberty Barros to Showcase Flexible Investment Plans
Leo Singapore has created a new campaign for Income Insurance Limited (Income Insurance) that spotlights the flexibility of Income’s Investment‑Linked Plans (ILP), featuring six-time world record-holding flexibility artist Liberty Barros.
Against the growing unpredictability of careers, health, and income, pragmatic Singaporeans in their 40s are re‑evaluating the relevance of conventional life paths as they seek more flexible financial freedom. Purpose-driven and forward-looking, they are drawn to solutions that balance ease of managing investments with adaptability as their priorities evolve. This group includes accomplished individuals focused on securing their family’s future and long-term legacy, as well as independent individuals pursuing personal wealth accumulation and financial milestones on their own terms. As they navigate career progression, caregiving responsibilities, and retirement planning, flexibility has become essential – driving the demand for practical, adaptable financial solutions supported by trusted expertise.
Responding to the growing desire for adaptable financial planning solutions, Income Insurance has launched Legacy Flex Solitaire, the latest addition to the brand’s existing investment-linked plan product portfolio which also includes Invest Flex and Invest Flex Vantage. Income Insurance’s ILP lineup – Invest Flex, Invest Flex Vantage, and Legacy Flex Solitaire – features a wide array of flexible features that are designed to meet different customer needs. The Invest Series offers customers the flexibility to pause premium payments at no charge^, while Legacy Flex Solitaire provides increased coverage at important life events^^. All three products also offer access to a wide range of funds.
In conjunction with the launch, Leo Singapore and Income Insurance have conceptualised and developed a campaign that brings to the forefront the campaign’s message: ‘Flexibility. That’s Income’s Investment-Linked Plans’. The campaign visually embodies the flexibility of Income’s ILPs by having Liberty Barros contort her body into spectacular poses in the confined still canvases across digital and out-of-home touchpoints.
Later this year, an exciting activation featuring Liberty Barros will bring to life her renowned flexibility, in a special public showcase in Singapore. More information will be shared closer to date.
Across the campaign films, Barros demonstrates the advantages of Income Insurance’s ILP products by executing precise, controlled movements that direct attention to visual cues representing key product benefits. Through her flexibility, she serves as a symbolic embodiment of the ILP portfolio and illustrates how the plans can adapt and respond to customers’ evolving financial needs.
Dhiren Amin, Chief Customer Officer, Income Insurance, says: “Singaporeans value flexibility — whether in their lifestyles or their investing choices. With our Investment‑ Linked plans, we are giving customers the freedom and control they are looking for. Liberty Barros brings that spirit to life effortlessly, with her world‑leading flexibility capturing the very essence of this campaign in a bold and creative way.”
Asheen Naidu, Group Executive Creative Director, Leo Singapore, said: “It’s not often you get to work with the world’s most flexible woman. Liberty was amazing and really helped to dramatically land the point that in a cluttered category, Income Insurance really does have the most flexible plans.”
The campaign runs from now through 31 December 2026, and includes a series of three films, digital banners, out-of-home placements, and social media content.
Credits
Client: Income Insurance
Agency: Leo Singapore
Social Media Agency: Publicis Chemistry Malaysia
Production: Prodigious Singapore, Seven Sunday Films