AIA Thailand Enhances Customer Insights to Launch New Features Highlighting AIA+ App for Easier Health Planning and Life Management

The life insurance business continues to face challenges from a slowing economy, making it difficult to increase premiums or sales. As a result, many companies are upgrading services to better align with customer needs. But what are the demands of today’s insurance buyers?

Strategy adjusted to emphasize customer insights
Development of a Digital Health Tech Platform

Dr. Christian Roland, Chief Strategy and Digital Officer of AIA Thailand, said the major trend is digital technology playing a significant role because customers want speed, simplicity, and convenience. This led to the development of the AIA+ application (formerly called AIA iService) aimed at making it easier for all customer groups to use and more integrated into daily life.

Previously, AIA Thailand studied and analyzed customer behavior and found that customers want easy access to insurance services and the ability to manage everything via mobile phone. The most frequently used services or features include premium payments, claims, updating contact information, accessing policy cards, and downloading important documents.

Therefore, the company plans to apply AI and various technologies to make these services faster and more comprehensive, developing new features such as

• Pre-Authorization, which allows customers to select procedures and hospitals to get a preliminary cost estimate and check coverage from their policy via mobile phone (to see how much can be claimed).
• Personal Medical Case Management (PMCM) is a service where customers can request medical consultations (Second Opinion) to help choose the most appropriate treatment approach.
• AIA Smart Network lets customers check AIA’s hospital network. Key benefits include clear claim procedures and potential control of excess costs.

The target customer group for AIA+ focuses on working-age individuals aged about 30–55 years, who prioritize health planning and are familiar with using digital services daily. It is believed that upgrading AIA+ will effectively fulfill its role as a Digital Health Tech Platform.

Accelerating the use of AI to develop comprehensive digital services

Currently, AI can collect and analyze data more precisely. Therefore, AIA Thailand will apply AI to enhance efficiency in document processing, underwriting, claims, and agent support, allocating about 10% of its total technology investment budget to AI development.

The goal of upgrading the AIA+ app is expected to increase user numbers from the current over 5 million users (out of approximately 8 million customers) and to raise the active user rate from about 30% of all app users.

In the second half of 2026, the company plans continuous campaigns to encourage customers to use AIA+ through activities such as the AIA+ Roadshow and nationwide outreach.

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