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Tune Insure – A Direct Marketing Innovation in Online Travel Insurance


In Action Summary


Digital Marketing Innovation leads to opportunities of cross-sell and up-sell

Tune INSURE (recently rebranded from AirAsia INSURE) is the online travel protection product for AirAsia. With underwriters in 14 countries, Tune INSURE offers online travel insurance to customers when they book tickets and protects them against travel inconveniences. Whether you’re travelling domestically or internationally, Tune Insure AirAsia Travel Protection protects you from trip cancellation, lost baggage, delays, personal accidents and more.

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 upsell 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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