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FWD Life Indonesia – iFWD Liberate


In View Summary

FWD Life sees this opportunity and viewsthe online distribution channel as a way to penetrate the net savvy market segment that looks for instant gratification.

FWD Life’s new online distribution channel in Indonesia provides a quick and seamless customer experience, aimed at fulfilling the needs of the younger generation

The prevailing consumer sentiment in Indonesian society is that “insurance is a complicated financial product”. To challenge this perception, FWD Life have launched iFWD Liberate, an online distribution channel that offers simple, convenient and accessible insurance. iFWD Liberate ( is an insurance e-commerce platform that responds to the needs of the online customer segment.

Specifically, FWD Life is the first life insurance company in Indonesia that fully implemented an electronic-based platform to underwrite and distribute life insurance products. iFWD currently offers two insurance products, life insurance and personal accident insurance. To get a life insurance plan, customers only need to answer two questions without the need for a medical examination.

We would like to show people that insurance can be easy to purchase and claim if using technology,” said FWD Life Indonesia President Director Rudi Kamadani, adding that his firm targeted young and productive people under the age of 30 as they were familiar with the Internet.

Furthermore, FWD Life has implemented back end technology that can provide a fully paperless sales process. FWD Life has also empowered its agency channel with digital technology and makes sure none of its agents meet prospects without tablets.

The rapid growth of online transactions provides a promising market for insurance business in Indonesia. FWD Life sees this opportunity and views the online distribution channel as a way to penetrate the net savvy market segment that looks for instant results. Indeed, the launch of iFWD Liberate can be considered a strategic move to attract the younger, millennial generation who are in the 25-34 year age group.

Reported Benefits

Benefit to Customers



Benefit to the Insurer

  • Gain market share and tap into a new segment by simplifying the insurance experience
  • Increased trust and transparency in customer interactions
  • First mover advantage to keep competitors at bay

The Digital Insurer's View

Besides optimising technology, FWD life has clearly understood what really matters to millennials, and is doing all the right things to win the digital natives. FWD Life has also successfully implemented a digital agency force, making their company the first in Indonesia possessing a sales force that relies 100% on tablets to manage the sales process.

While previous generations often consider digital as a nice-to-have addition, millennials expect it as a basic requirement. Although FWD Life is currently leading the field in Indonesia, the funamentals of digital life insurance platforms are still the same

  • Information about products and services is easily accessible
  • Simple, same session, buying experience
  • Online claims
  • Omni channel branding startegy



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