AIA Malaysia victorious at Insurance Asia Awards with four accolades

The leading insurer has achieved greater outcomes with the integration of cutting-edge solutions and digital initiatives into its operations.

AIA Malaysia landed four wins at the prestigious Insurance Asia Awards for its transformative initiatives and solutions that have brought significant impact to customers and the industry by transcending traditional offerings and setting new benchmarks.

The company took home wins for Health Insurance Initiative of the Year - Malaysia, Mobile App of the Year - Malaysia, AI Initiative of the Year - Malaysia, and Technology Excellence Initiative of the Year - Malaysia.

In its mission to empower the Malaysian workforce to live Healthier, Longer, Better Lives, it has ramped up efforts for its corporate health and wellness proposition, WorkWell with AIA, which is grounded in its pillars for holistic corporate wellness.

In 2023, AIA maintained its proactive approach to engaging, educating, and providing health and wellness solutions to an expanding client and employee base. This was achieved through a diverse array of initiatives, which includes on-ground initiatives, health and wellness events, as well as webinars that brought together subject matter experts to address relevant topics and challenges faced by companies and members.

The year also saw the launch of:

• significant campaigns and the introduction of a comprehensive mental health programme. These initiatives were designed to address the growing awareness of mental health issues in the workplace and provide support mechanisms for those in need.
• AIA’s exclusive campaigns and products help their corporate members to review their financial health and empower them to secure their futures. These initiatives include complimentary coverage, cashback perks, and additional medical plans.
• AIA musculoskeletal (MSK) programme, in recognition of the prevalence of MSK disorders as a leading cause of work sickness and loss of productivity, has been developed through AIA Malaysia’s partnership with rehabilitation centres to introduce a dedicated MSK programme. Recognising the importance of physical health in overall wellbeing, the rehabilitation centres are in closer proximity to members, allowing them easier access to rehabilitative care. 

This holistic approach to health and wellness demonstrates AIA’s commitment to addressing both the mental and physical aspects of employee health, providing a well-rounded suite of solutions for their clients.

Redefining the insurance experience
Amidst the significant growth and maturation of the features of its mobile app AIA+, which was formerly known as My AIA, the insurance firm continues to focus on innovation, providing accessible health, wealth, and protection offerings anytime, anywhere.

In this regard, it has curated new features that concentrate on the core areas of health and wealth whilst catering to all self-service needs. AIA introduces a variety of features under its newly designed engagement framework, named Life+ Rewards, to enhance engagement with its mature monthly active customer base.

This framework fosters personalised engagement and integrates digital health and wealth programmes to reward customers for engaging with AIA. This includes understanding their life gaps, achieving vitality goals, and purchasing policies. It is structured into four phases, with the first one consolidating core app features into a guided approach with over 10 activities accompanied by rewards.

To ensure a positive customer experience, AIA has revamped its main dashboard to provide a personalised journey and real-time updates, grouping action items into "things to do" and "what's new for you" categories, facilitating quicker access to actions like claims, GL submission, and cashback.

Since the improvement of the features of AIA+, the app has recorded over 1.7 million registered users, with over 591,000 monthly active users. Its app store ratings have also improved from 2.3 stars to 4.6, all in the past year.

Empowerment through cutting-edge tools
Beyond its customer-centric approach, AIA has transformed its operations with the incorporation of artificial intelligence (AI) technology into its agency recruitment process, being the first insurer in Malaysia to do so.

Amongst the initiatives it has launched that leverage this technology is the AI Interview, a virtual interview feature on the AIA Recruiter platform. Moreover, agency leaders can view the interview result within an hour of completion, enabling them to make informed decisions about the potential candidate quickly. It has achieved a high uptake amongst agents and tremendously increased productivity

Another innovation brought by AI are the Talk Bots Alexis and Aisya. The Talk Bots provide an automated platform for contacting customers and are currently used for pre-lapse policy reminders, minimising the risk of policyholders forgetting to pay premiums on time. The AI Talk Bots have significantly expanded AIA’s customer outreach, enabling over 3,000 calls per day collectively. 79% of AIA customers have completed their payments within 24 hours after receiving a call since the deployment of AI Talk Bots. 

Lastly, the Customer720 solution on the AIA Life Planner App combines internal customer data with external insights, enabling a deeper understanding of consented customers' interests. With the help of AI, the agent can then tailor their conversation to the customer’s needs and interests. Since its launch, over a million customers have been tagged by the Customer720 cross-sell triggers, resulting in an uplift in repurchases from customers who have been identified as having a "high likelihood to repurchase."

AIA’s significant milestone in introducing AI technology in its offerings has been recognised as the winner of the AI Initiative of the Year - Malaysia, with Customer720 specifically bagging the Technology Excellence Initiative of the Year - Malaysia category as well for its unique value proposition.

Insurance Asia Awards celebrates insurance companies that have redefined traditional boundaries through groundbreaking innovation and have left a profound impact on customers and the industry.

The Insurance Asia Awards is presented by Insurance Asia Magazine. To view the full list of winners, click here. If you want to join the 2025 awards programme and be acclaimed for your company's significant impact on its customers with exceptional products, services, and solutions in the insurance industry, please contact Julie Anne Nuñez at julie@charltonmediamail.com.