Life insurer AIA Australia has today launched the next phase of its plans to change the way people think about and engage with life insurance through the relaunch of its website – aia.com.au.
Following an extensive review of the company’s digital presence by global design and strategy firm Frog, AIA Australia plans to adapt to the latest advancements in digital technology, data and design and become more customer-centric.
As a part of the review, focus groups were held across Australia to provide feedback on how to improve the relevance of life insurance, which has traditionally been a complex and confusing category, when researching the subject online. A key outcome of this effort was the identification of the need for insurers to personalise their products, and to make much greater use of storytelling to explain the connection between them and their customers, and to make clearer the value of life insurance offerings.
AIA Australia’s Chief Marketing Officer, Renae Smith, said improving the way customers relate to life insurance is vital to ensure relevance of the product category in future.
“We know through extensive research that people are turned off by the subject of life insurance and, perhaps previously, accepted that this might always be the case. We’ve traditionally been more product and technology-focused, as opposed to starting from the point of view of the customer. What we’re seeing now is that if we can create a more personal and relatable connection to our products and services that appeals to peoples’ aspirations rather than fears, and in a simple way, we can turn traditional perceptions around in a very compelling fashion.
“Of course, people want access to information quickly and via any device, but if we don’t appeal to them on an emotional level, we won’t be successful in changing perceptions around life insurance. Underinsurance costs the Australian government over $1.5 billion per year, so we have a huge opportunity and a strong imperative to change this situation.”
Some of the main changes to AIA Australia’s website include a simplification of products and services, access via all mobile devices and tablets, and a semantic search function to enable customers to find answers to question based on meaning, not just keyword matches.
The launch of aia.com.au is one element of AIA Australia’s move to being a more customer-led in 2016, which will include the launch of a new mobile application for AIA Vitality, the company’s ground-breaking and science backed wellness program. Linked with fitness devices and a mobile application, the program is prompting a step-change in the level of engagement between life insurance and customers.
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Contact: Georgina Hall
0432 446 110
About AIA Australia
AIA Australia Limited is an independent life insurance specialist with over 40 years of experience building successful partnerships. One of the country’s leading life insurers, AIA Australia offers a range of products that protect the financial health and welfare of more than three million Australians.
AIA Australia is the one of the country’s largest group life insurers by market share and works closely with major financial institutions and corporate partners. In addition, AIA Australia offers retail insurance products through financial advisers and a valued network of affinity partners.
By having a partnership philosophy at the core of its business, AIA Australia is focused on building sustainable relationships that add true value to its business partners. Numerous industry awards over the past year, including AFR Smart Investor Life Company of the Year, CANSTAR’s Innovation Excellence Award, the AFA’s Innovation Award for the Best Risk Product of 2014 and ANZIIF’s Life Company of the Year (2013 and 2012), stand as testament to our commitment to productive partnerships.
AIA Australia is part of the AIA Group, a market leader in life insurance across the Asia Pacific region with over 90 years’ experience.