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BigIns – Tailored health insurance in China

In Action Summary

BigIns is a Shanghai based broker that is targeting the health and life segment with tailored policies distributed on third party apps. Although cross selling insurance online is a well worn parth, the scale that exists in China accommodates multiple players and BigIns’ focus on life and health insurance has differentiated it.

On the platform side, hobbiest apps, health wellness apps, and chronic disease management apps all aim to increase the conversion rate of generic health insurance policies offered by China’s large life/health insurers. By tailoring health plans to specific segments such as diabetes sufferers, BigIns can compete with the likes of Ping An and others.

BigIns is also drawing traffic from local Baidu, Sogou and Haosou search engines through a combination of long tail and display advertising. The co-founders of BigIns hail from Chinese internet giants and pioneered the practice of free insurance campaigns in their previous roles, and are confident of being able to improve the appeal of free insurance products in order to generate traffic and policy holders for BigIns.

BigIns Distribution Partners

Ultimately, BigIns is one of many Chinese entrants in the aggregation space that is relying on its local market knowledge, combined with the opportunities embodied by the new frontier of WeChat to compete in this increasingly crowded space.

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