AIA International Limited: AIA Connect

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11 March 2021

Winner of the 2021 Celent Model Insurer Award for Customer Experience Transformation


AIA Connect is a customer-centric digital platform aiming to “Connect” customers and address their financial, health, and wellness needs on a timely basis throughout their different life stages. Available products range from individual life insurance (protection, medical, critical illness, and personal accident), employee benefits, wealth management (investment, savings, and pension products) to health and wellness.

AIA embedded human centered design thinking into it's mobile app and its company to change they way they thought about customer centricity. To build their mobile app and transform their customer's experience, they transformed project resources into agile teams and divided them into several pods for delivery. This helped AIA to continuously enhance AIA Connect and maintain it as the best-in-class platform in the insurance market. They also implemented development design principles with reusability and flexibility in mind. This enabled AIA Connect to quickly leverage the strengths of its partners and integrate the latest innovations.

This case study is relevant for insurers who want improve their customer experience. The scale of the AIA Connect initiative—with three million customers and a network for 18,000 financial planners—demonstrates that there are always opportunities to seize in a well penetrated market. Hong Kong is a highly competitive insurance market and with it's AIA Connect platform, they are keeping their brand elevated.