AIA - Insurer transformation Award 2022

1. TRANSFORMING AIA
The Digital Insurer Awards
Insurer Transformation 2022

2. Through our technology, digital and analytics programme (TDA), we are transforming AIA into
a customer-centric, world-class digitally enabled insurer by 2023.
TDA is re-designing how we serve our customers, reshaping how we innovate and redefining
our access and reach to help more people with their financial and health protection.
Our systematic and agile approach to TDA transformation is a great example of the power of
AIA as a group. We take best practices from one part of the Group and replicate them across
our other businesses, and when we create new capabilities, we test and learn in one area
before industrializing across the rest of the Group.
TDA works across three key pillars:
Technology: World class technology that modernizes and removes risk
Digital: Omni-channel experience and connectivity across all journeys
Analytics: Next-gen data platforms powering everything we do.
By leading the industry, we raise the benchmark for all insurers to address the health and
protection needs of millions of people across the region.
TRANSFORMING INSURANCE THROUGH TDA

3. The goal of our digital strategy is to create an integrated and connected experience that aligns with
our strategy to engage frequently with our customers.
This involves:
Best-in-class customer experience: Human-centered solutions, designed with simplicity, timeliness,
and reliability.
Empowering agents: Innovative digital sales and marketing tools across the value chain
Partners: A digital-led approach that delivers seamless online sales journeys.
For each audience, we monitor the user experience across three core areas: Usability, Capability and
Adoption, collecting actionable user insights through our Digital Assurance Framework.
Underpinning this are three core areas:
1. Ecosystem: Creating an integrated ecosystem of services that puts users at the centre, working with
strategic partners to enhance our reach
2. Infrastructure: Enabling transformation through scalable, flexible platforms and core processes that
allow customers to focus on what matters
3. People: Upskilling and investing in our people to deliver long-term transformation
CREATING A CONNECTED DIGITAL EXPERIENCE

4. The pandemic has heightened peoples’ focus on health and wellness, as well as a desire to
engage brands through super apps that fulfill their everyday needs in one place.
We created a hyper-personalised lifestyle super app that changes the way we engage with
customers and non-customers. At its core is our market-leading health & wellness app,
Vitality. Our goal is to create an elevated digital experience that brings together an integrated
ecosystem of services, putting users at the centre and driving key business benefits.
Early iterations of the AIA SuperApp have been launched across the region:
February 2021: Thailand (ALive) with 500k users and an iOS app rating of 4.5.
Q4 2021: China (One Experience) with 2.3m users and an Apple app rating of 4.8
We will launch the full SuperApp in Thailand in Q3, with follow-on MVPs in Vietnam and
Hong Kong in 2022. Singapore and Malaysia will also transition.
With the positive reaction in China and Thailand, we are excited about the potential to help more
people live Healthier, Longer, Better Lives.
ECOSYSTEM: A HYPER-PERSONALISED SUPER APP

5. Impact:
$81m THB ANP generated
4.7* iOS app-store ratings and reviews
4.5 rating in Play Store
Top ranked in Android app-store
500% growth in online-to-offline leads versus
2021
Engages 38% active users
Awards:
Most downloaded medical app in Thailand
Efma-Accenture Innovation in Insurance
Awards 2022 Connected Ecosystems &
Marketplaces 2022 award
The Asian Parent awards 2021: Innovative
product of the year
APAC Finalist for “The Digital Insurer” Awards
2021
In Thailand, we launched ALive, an ecosystem serving young families, ​creating a
vibrant community to engage and support users, ​offering multiple health &
wellness journeys ​to help people lead healthier, longer, better lives.
Based on extensive customer feedback and insights, we developed key journeys
around holistic medical advice.
This allowed us to design an industry-leading end-to-end experience:
1:1 advice with specialists: 24-hour teleconsultation service with GPs and
pediatricians
Community driven forums: Experts answer any family wellness related
questions
Tracking: Users upload pictures to keep track of health and family
Curated content on personalised wellness journeys
Tools that reinforce and support advice personalisation
Based on the success of the app, we expanded the reach to mature families and
health and wellness, which includes food scoring and digital calorie counting.
ECOSYSTEM: ALIVE IN THAILAND

6. In China, we created One Experience (OE) to be “an integrated digital
platform to become customers and their family’s reliable life-long partner.”
OE is a customer-driven digital platform that transforms the entire
experience:
Compelling propositions by customer segment: Health and wellness,
retirement, wealth management and legacy planning
Tailored nurturing and engagement to build connections with prospects,
deepen insurance awareness and identify needs
Provide a precise evaluation of prospect preferences through data
analytics, providing a hyper personalised experience
Our 360 view of customer data, combined with our unique customer tagging
system, give us actionable insights to meaningfully support customers
throughout their lives.
ECOSYSTEM: ONE EXPERIENCE IN CHINA
Impact:
Apple app rating 4.8.
2.3m users since launch.
2021: 864.1 billion steps across 500m
kilometres
Our NPS is 55 while non-members is 48.
Awards:
2022 leading customer experience of the year
at the Digital Insurance Leadership Annual
Summit by SZ&W group
2021 The Best Innovative Finance Platform at
The Cover Awards
2021 Outstanding Achievement Award of New
Technology Application & Innovation t
Financial Computerizing Awards
2021 The Most Humanized Insurance Digital
Platform at the Jinbao Awards
2021 The Best Digital Insurance Platform of
the Year by Information Times Awards

7. To ensure success with the SuperApp strategy, we partnered with Microsoft, E&Y, Deloitte, Bain, Accenture, IBM, and
many other technology consultancies to provide advice on every step of the journey.
To enable us to deliver our business strategy, we also built the following key strategic partnerships:
Digital-led Bancassurance
We launched our Customer Direct platform with our Bancassurance partners which enables customers to receive an
offer within their banking app and seamlessly purchase personalised products. This is now live in six markets such as
Citibank Hong Kong and Singapore, Bangkok Bank in Thailand, Bank of Philippine Islands, Commonwealth Bank
Australia and HDFC Bank in India.
Digital platform partnerships
To reach Asia’s younger, underinsured population, we launched a digital platform with digital-forward companies,
such as Gojek, Tiki, TouchNGo, Shopee, which complements our existing distribution channels.
We partnered with Zhong An to deliver Digital PAS - Graphene, a digital cloud-based policy administration platform
that allows us to offer products easily through digital partner platforms. Graphene provides product configuration,
policy admin that caters for Life and General insurance products, marketing, risk management, cloud compatibility
and readily available APIs which can quickly integrate to any digital partners.
Four markets are live with 11 compelling customer propositions. The results have already been significant: 379m
users across 20 partners, with 1.7m digital leads generated and over 483k digital policies sold.
ECOSYSTEM: PARTNERSHIPS THAT TRANSFORM

8. Through our Cloud First Programme, we’ve implemented higher security
standards and leveraged newer technologies to improve controls, which give
us the ability to scale our applications based on demand, achieving 1.3Bn
policy transactions per month.
At 78%, our adoption rate is well above the global industry average (20-24%)
and on track to meet our target of 90% by 2023.
As part of our Cloud First Programme, we have also modernised over half of
our application suite, which means more modern and robust applications for
scalability, agility, and security.
Our success in Cloud automation won the 2021 Red Hat Asia Pacific award for
Innovation and the 2022 Celent Model Insurer Award for Legacy and
Ecosystem Transformation.
INFRASTRUCTURE: CLOUD-FIRST PROGRAMME
We also joined the FinOps
Foundation, a part of The Linux
Foundation's non-profit technology
consortium focused on advancing
the people and practice of cloud
financial management, as the as
the first premier enterprise
member in Asia, leading the way
for the region.
By collaborating with world-class
organisations in the Foundation,
we will further unlock the value of
cloud-based technologies for our
business and our people.

9. We have automated and enhanced our core processes to improve the digital experience for customers, across our
Buy, Service and Claim journeys. 59% of customer interactions across 18 markets are now straight-through-
processed (STP), reducing the time it takes for customers to get an immediate response.
The impact of this in local markets is significant:
Buy (98% applications submitted digitally): In the Philippines, we have delivered 99.9% underwriting accuracy
using AI and supported end-to-end customer onboarding in just 20 minutes.
Service (77% requests submitted digitally): In addition to improving our Service STP across the region, we
introduced Xiaobang in Mainland China to ensure our customers don’t unknowingly lose coverage. XiaoBang is an
award-winning AI-powered service robot that makes outbound calls to remind customers of payment deadlines. In
2021, XiaoBang made 898,138 calls and serviced 556,011 policies.
Claims (78% claims submitted digitally): To allow customers to focus on their health recovery, we’ve developed AI-
based claims solutions with straight through processing (STP):
In Thailand: we have an 80% STP rate for outpatient medical claims
In Singapore: 98% of claims are auto assessed, 60% with no human intervention and paid within 24 hours.
In Korea, we’ve cut the time from submitting a claim to receiving an outcome from an average of three days to
just 20 minutes.
INFRASTRUCTURE: ENHANCED CORE PROCESSES

10. Our TDA Centres of Excellence have developed tools and training to create a robust and structured approach to scale
our digital capabilities. They provide markets with access to the best talent, collaboration opportunities, assets, tools,
preferred partners and advice.
We are also upskilling employees in four key areas that give us the competitive advantage in digital: Cloud, Agile,
Analytics and Design.
Each area has an academy that’s built on partnerships with world-leading institutions, allowing our employees to
broaden their knowledge in TDA, from beginners and intermediates to experts and leaders.
The Cloud Academy provides self-driven technical training, exams and certifications in topics such as Information
Security and Solution Architecture (182 ‘learners’ have completed foundation courses, 81 ‘graduates’ have
completed advanced courses)
The Agile Academy provides different learning paths that enable employees to contribute to their own Agile Tribes
and Teams.
The Analytics Academy offers role-based learning journeys designed to provide the skills, capabilities and
mindsets required to drive value from analytics at scale.
The Design Academy increases our overall UX maturity to make AIA a truly human-centred organisation in its
products and services.
PEOPLE: UPSKILLING TO TRANSFORM AIA

11. Leveraging our data, we have already delivered over 150 projects that employ artificial
intelligence and analytics, enhancing every aspect of our business, including recruitment,
training, underwriting and claims handling.
To ensure we can measure the success of our TDA journey, we have introduced external
benchmarking against our key competitors across 40 of our customer journeys in eight
markets. Our aim is to be the market leader in all 40 journeys.
Our significant and targeted investments are transforming every aspect of our
business, with best-in-class tools and capabilities driving higher productivity, increased
customer loyalty, better risk management and greater efficiencies. TDA is at the heart of our
clear and ambitious strategy which will achieve our purpose of helping millions of people
live Healthier, Longer, Better Lives, while delivering profitable growth and shareholder value
well into the future.
Through our transformation, we push the entire insurance industry forwards and challenge
others to do the same.
CONCLUSION: CONTINUING TO TRANSFORM AIA

12. TRANSFORMING AIA.
THE FUTURE IS NOW.