AIA talks affordability and new products
AIA is addressing affordability and artificial intelligence as it adapts to shifting customer expectations.
Customer speed demands drive AI rollout
Chief customer officer Maddie Sherlock took over the role from Angela Busby in January and has spent recent months traveling with AIA’s claims and business‑development teams. She says that on‑the‑ground exposure has helped her “collect information and understand how me and my role can support our customers and advisers.”
Feedback from advisers and policyholders consistently highlights turnaround time as a top priority. Recent research from Kantar indicates that while customers once accepted resolutions in three to five days, they now expect answers within 24 hours. AIA’s response has been to accelerate AI experimentation across its operations.
In its contact centre, the insurer has already deployed AI tools that automate call transcripts and produce summaries. Sherlock notes that similar technology could be applied to underwriting, where medical records often run hundreds of pages. “For us to condense that down into the most important information—that’s time off the assessment, that’s getting offer of terms out faster, and getting customer certainty quicker,” she said.
Pricing pressure and product tweaks
Chief product and marketing officer Alex Kühnast says rising health‑care costs have made pricing an important focus this year. “People are under pressure and are looking to save money where they can, so affordable options for customers are certainly front of mind,” he explained.
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Kühnast added that his recent meetings with advisers have shaped AIA’s product roadmap. He emphasized the importance of the Vitality programme, which currently enrolls about 75,000 members and offers premium discounts of up to 20 percent along with other rewards. The program paid out more than $14 million in rewards last year.
Recent campaigns illustrate the health‑benefit angle. The Mole Map initiative identified 111 malignant melanomas and 254 pre‑malignant cases, giving policyholders early warnings that can improve outcomes. “That really helps policyholders to take action and improve their wellbeing,” Kühnast said.
AIA plans to launch additional enhancements and new products later this year.
These efforts signal a shift toward more responsive and affordable insurance solutions.
