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AIA International Limited: AIA Smart Agency Digital Ecosystem

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10 March 2021
Nicolas Michellod

Winner of the 2021 Celent Model Insurer Award for Digital and Emerging Technologies

Abstract

AIA Smart Agency Digital Ecosystem is AIA’s initiative to transform the agent-customer relationship from a product-centric model to one that portrays the agent as a trusted advisor, catering to the unique needs of customers at all times through various channels and providing the right advice at the right time. The project combined a deep analysis of the evolving role and tasks agents perform and how specific technologies could help them in various aspects of their business.

Forces Impacting Agents

This case study is particularly relevant for incumbent insurers who want to improve their business through agencies across various lines of businesses. The scale of the AIA Smart Agency Digital Ecosystem Smart 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 the AIA Smart Agency Digital Ecosystem, AIA Hong Kong is a pioneer.

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