| 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. |
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Tune Insure – A Direct Marketing Innovation in the Digital World
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| 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
About the Author
Hugh Terry
CEOHugh Terry is the Founder of The Digital Insurer. Hugh has more than 20 years' experience in the Insurance industry including operational, consulting and entrepreneurial roles. He is an actuary by profession and lives in Singapore. He is passionate about the application of technology to insurance business models and as well as writing articles he actively shares his experience via consulting assignments, speaking opportunities and participation in entrepreneurial initiatives in the field of digital insurance
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