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Tune Insure – A Direct Marketing Innovation in the Digital World

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In Action Summary

Tune INSURE (recently rebranded from AirAsia INSURE) is the online travel protection product for AirAsia. With underwriters in 14 countries, Tune INSURE protects AirAsia and AirAsia X travellers globally, wherever they travel.Tune Group, which is owned in part by the low-cost airline AirAsia, launched this online insurance arm to leverage the airline’s extensive digital infrastructure (customer database of its online ticketing and reservation system). By leveraging its  existing digital infrastructure and  data sources, Tune Group formed a mutually beneficial relationship by providing simple, affordable, and instant coverage to its customers and earning  profits in return. It is a perfect example of direct marketing innovation that creates an opportunity for cross and  up sell to existing customers through channel integration.Tune Insurance sold 6m policies in 2012, and 3.65m policies in 1H 2013 across 13 countries, including Malaysia, Indonesia, Thailand, Singapore and China.  The insurer has added 1,000 agents and 15 branches across Malaysia and a wider range of non-life products and aims to become ASEAN’S leading regional digital insurance franchise by 2015.

Description

Tune INSURE (recently rebranded from AirAsia INSURE) is the online travel protection product for AirAsia. With underwriters in 14 countries, Tune INSURE protects AirAsia and AirAsia X travellers globally, wherever they travel.Tune Group, which is owned in part by the low-cost airline AirAsia, launched this online insurance arm to leverage the airline’s extensive digital infrastructure (customer database of its online ticketing and reservation system). By leveraging its  existing digital infrastructure and  data sources, Tune Group formed a mutually beneficial relationship by providing simple, affordable, and instant coverage to its customers and earning  profits in return. It is a perfect example of direct marketing innovation that creates an opportunity for cross and  up sell to existing customers through channel integration.Tune Insurance sold 6m policies in 2012, and 3.65m policies in 1H 2013 across 13 countries, including Malaysia, Indonesia, Thailand, Singapore and China.  The insurer has added 1,000 agents and 15 branches across Malaysia and a wider range of non-life products and aims to become ASEAN’S leading regional digital insurance franchise by 2015.

 

References

http://www.limra.com/uploadedFiles/limracom/LIMRA_Root/Events/Conferences/2013/Asia_Distribution_Conference/PDF/Gilmour-BestPractices-DirectMarketing.pdf

http://www.tuneinsurance.com/group/index.php

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