Enroute to becoming a Digital Insurer – OmniChannel Customer Engagement: Muang Thai Life Assurance (MTL), Thailand

Addressing their customers’ insurance needs with convenient and accessible services on multiple channels, Muang THai Life Assurance (MTL) launched their proprietary one-stop application connected to the healthcare system via APIs.

AIBP 2020 Thailand Enterprise Innovation Award Winner

Project Summary

Muang Thai Life Assurance (MTL) looked to digital transformation to support its operational processes and fast-track its growth strategy to become a “digital insurer”. MTL was the first insurer to leverage Line, the number 1 mobile messenger in Thailand to help build its brand and communicate with its customers. 

Out of Line’s 45 million users, MTL was able to attract 17 million followers creating a cost effective marketing and communication channel and allowing MTL to send messages including offers, events, and promotions to their customers. 

As e-commerce increased in popularity in Thailand, MTL pioneered an official insurance online store in Shopee, the leading e-commerce platform in Thailand. Customers can purchase life insurance using an easy, secure, and fast platform. The instantaneous underwriting engine and coverage made various insurance products (endowment, personal accident, health and cancer) easily accessible to customers. 

As part of their digital transformation plan (pre-covid), MTL launched a new application, “MTL Click” in January 2020, as a platform to provide services to MTL’s customers. The platform was intended to provide services well beyond immediate insurance needs such as digital submission and online tracking of claims. 

The application also provided a 24/7 Tele-health service for customers to receive video call consultations and medication delivery with cashless payments as MTLClick platform is connected via APIs within the healthcare ecosystem. These digital services have served Muang Thai well during the Covid-19 pandemic.

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