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Xtra by AXA – AI driven personal wellness coaching app

In Action Summary

Xtra is a free Wellness and personal coaching mobile app that provides a holistic solution for Axa health insurance members in Hong Kong. Although there are innumerable health apps on the app store, Axa’s Xtra is imbued with an “intelligent” personal assistant-bot that helps monitor daily activity, manage your weight and even provide some healthy dish recipes.

Machine learning helps Alex to possess unlimited health and wellness wisdom

Axa’s personal coach-bot, called Alex, is a combination of human and artificial intelligence. Specifically, an advanced keyword recognition system helps Alex identify and respond to inbound queries about health and wellness content. For example, Alex is capable of answer broad questions about wellness goals and objectives in addition to more abstract issues relating to gym routines, healthy food recommendations or even what sport activities are available in Hong Kong. However, Alex is not just a reactive chat-bot, its proactive nature can push questions and make suggestions to users based on its observations of their routine and behaviour.

Ultimately, this effort from Axa demonstrates the increasingly automated nature of consumer engagement within the insurance industry. Although the AI field is still in it’s infancy, Axa’s first step at the AI frontier is an impressive combination of deep technology addressing a fundamental end-user need.



Alex is bilingual and can speak both Cantonese and English. Xtra is freely available for everyone in Hong Kong, whether you’re an AXA customer or not. No strings attached, just free on-demand wellness advice for those who want it, when they want it.

Xtra seamlessly connects with over 150 wearable devices and mobile apps. From popular fitness wearables, smart watches and apps to the most innovative healthcare applications such as Fitbit, Apple Health, Jawbone, Misfit, Strava, Garmin and many more.

But what about the personal data Xtra collects. Is it secure? AXA claims that personal data is collected by Xtra only if the user authorized it and the data collected is strictly owned by the user. All data attached to a user account is deleted when the user’s account is closed (on request).

Alex is yet another example of self-service solutions becoming smarter with AI. It’s also interesting to note that Alex is not just yet another reactive, chatty, bot. It has the capability to start a conversation, based on triggers, such as last nights sleep pattern, missed schedules and the time of day or week. Predictive AI is really taking shape – incumbents need stay on their toes.

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