Award Applications

Krunghtai-AXA Life (KTAXA) established an exclusive partnership with LINE Pay to be the very first Life Insurance Company in Thailand to sell Life products online and offer key customer service via LINE. LINE is a mobile app for instant communication on electronic devices such as smartphones, tablet computers and personal computers and has over 33 million users in Thailand. So tapping into this market has been a very innovative and smart strategy by KTAXA. Furthermore by leveraging on an existing Life and Personal Accident product, iFine, the KTAXA digital unit was fast to market and able to quickly target the younger generation, ‘The Millennials.’

This innovative partnership has been extremely important not only for KTAXA but also for the industry as a whole. Traditionally the insurance sector has not been known for its technology sophistication and efficient customer service. It certainly would not be perceived as fun and interactive. This initiative aims to challenge this perception by showing how, very affordable insurance products can be delivered in a fun and interactive way by leveraging digital to meet and serve the needs of a new generation.