Digital Transformation and Health & Wellness Journey
In a powerful and highly visible initiative, we introduced the Samsung Galaxy smartphone and watch
programme. With this programme, customers can purchase a Galaxy Z Fold3, Galaxy Z Flip3
smartphone or Galaxy Watch4, alongside AIA Vitality Insurance product at a bundled discounted price.
We leveraged the new Samsung Galaxy products to generate higher customer acquisition for SK
Telecom, higher insurance conversion for AIA, and higher uptake for Samsung electronics. It perfectly
encapsulates our “win-win” partnership strategy.
This programme provides us with access to Samsung Health members, where we can incorporate
members' health data alongside AIA Vitality data for better customer insights and targeted positive
underwriting offers. What is hugely exciting and unique about this programme is that this isn't us simply
plugging into an existing digital ecosystem. Rather, we are actively expanding the ecosystem with a
shared offering. This creates significant benefits to all partners and customers that come from enriched
customer propositions, data sharing and joint analytics.
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Also with Samsung Card we have created a co-branded credit card Korea's very first Health and
Wellness credit card, which was launched on September 30th. The Samsung Card is the number two
player in Korea with close to 20 per cent market share. It is an excellent example of our “win-win” digital
platform partnership model in action. It drives customer acquisition for Samsung Card and, in turn,
higher insurance conversion and retention. It further strengthens the ecosystem with transactional
touchpoints centred around Health and Wellness for AIA.
Strong integration and alignment between AIA Vitality and Samsung Card was vital to realise the
customer benefits of the "ME" and "WE" co-branded cards, which include discounts on AIA insurance
and AIA Vitality membership fees to access personalised loyalty and lifestyle benefits.
We have also recently launched a loan protection offering with Samsung Card, known as AIA Credit
Shield insurance, through seamless integration with the Samsung Card app. This is a powerful
partnership. Samsung issues some 100,000 new personal loans per month, generating considerable
customer insights and data for an affluent customer segment within an immense digital ecosystem.
We are incredibly excited about our digital platform partnerships and committed to working with our
strategic partners, SK Telecom and Samsung Card, who are both equally enthusiastic about developing
this new digital-led business model together.
Bill Lisle - Regional Chief Executive and Group Chief Distribution Officer
Right across Asia, you can see the impact of AIA's bold and dynamic TDA transformation on our
distribution platforms. We are enhancing and scaling our industry-leading distribution platform across
Premier Agency, partnerships, group and corporate solutions and digital platform partners, and it is clear
that TDA is at the core of our success.
Driving the adoption of powerful digital tools and deploying advanced analytics across the Group allows
us to increase productivity, enhance quality at scale and accelerate growth. We have shown you the
power of our proven approach of developing best-in-class solutions in one market before replicating
and industrialising across the Group.
Our shared value approach makes us a highly attractive partner everywhere we go, and we are
deploying digital-led models to access significant new growth opportunities. And with our seamless
online-to-offline journeys, digitally-originated leads are enhancing the productivity of our Premier Agency,
further differentiating us against the industry as we deliver ever more personalised advice.
AIA's unrivalled distribution is a key pillar of delivering our purpose of helping millions more people
across Asia live Healthier, Longer, Better Lives.
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