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Hong Kong’s first pure digital insurance venture, Tencent-backed Blue

In Action Summary

Blue, a HK-based digital life insurance company is a JV owned by Aviva (40% ownership), Hillhouse Capital (40%), and Tencent (20%). The JV is expected to disrupt the Hong Kong’s legacy life insurance market with its zero commission (because of direct distribution) and easy-to-use nature. The platform will offer term life and critical illness product online. It combines Aviva’s insurance and digital expertise with Hillhouse’s investment management capabilities and Tencent’s technology and distribution strength.

Blue offers customers the flexibility to change their plans as they need in addition to paperless transactions without commissions. The features include –

  1. Simple products and procedures with customers only needing to answer three simple health assessment questions online
  2. Flexibility to adjust their protection plans according to their needs
  3. No commissions due to a focus on direct distribution.

Blue offers simplicity and flexibility at zero commissions

Chris Wei, Executive Chairman of Aviva Asia and Aviva Digital has said of Blue: “We are redefining insurance in Hong Kong. Simple products. No paperwork. No commissions. Hong Kongers are incredibly mobile and tech-savvy, yet the insurance market has been among the most traditional in Asia. Until now. Our new digital life insurance brand in Hong Kong, Blue, will offer insurance that customers can buy directly from their mobile phones, without the intermediaries – and the commissions”.


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