AIA Thailand: Customer Acquisition Through Digital Ecosystem

Insurers predominantly acquire their customers through agents and brokers. However, the recent proliferation of digital technologies allows insurers to find new ways to reach customers through digital channels. Insurance companies have recently focused on preventing claims, which helps insurers reduce the number of claims.

For life and health insurers, the aim is to encourage fitter, longer-living customers to reduce or prevent claims. Many life insurers focus on providing advisory services to their customers on healthy living. Insurers also offer incentives / reduced premiums to customers for sharing their data.

AIA Thailand has been a leading life insurer in Thailand for more than 80 years and has the largest market share based on total premiums from all lines of business. AIA recognised people’s heightened focus on health and wellness during the pandemic. As a result, AIA created a hyper-personalised lifestyle app, ALive, with the following objectives:

• Serve new customers’ health and wellness needs by offering advice and recommendations for a better life
• Provide interactive services and campaigns for customers.
• Expand customer segment
• Create a new revenue generation stream.