FWD Affiliates is a leads generation program designed to help agents transition to a digitally-enabled hybrid model. It allows agents to establish personal branding and engage prospects on social media, converting leads into sales. The program is based on a pay-on-success referral model that benefits both agents and affiliates. Through sharing lifestyle content on platforms like Facebook and WhatsApp, affiliates can engage prospects about financial planning and protection topics. Interested prospects can then submit their contact details through the affiliate's content to be passed on to agents as leads. The affiliates program has now launched in 4 markets across Asia and aims to expand further in 2022.

1. FWD Affiliates – a
regional leads
generation
programme
Apr 2022

2. 2
Executive Summary
What problems are we trying to solve?
• FWD Affiliates is designed to help agents transition from a
predominately face-to-face channel to a digitally-enabled hybrid
model, where agents can establish personal branding and client
engagement on social media platforms, and to convert the leads
into actual sales
• FWD Affiliates is designed to be a sustainable, long-term tool for
agents to build trust with their existing customers and prospects
which in turn helps them to build greater success. The programme
is based on a pay-on-success referral model, meaning that a lead
conversion is a win-win situation for both the agents and their
Affiliates
Through the use of lifestyle content, FWD Affiliates is able to engage
prospective customers by speaking to their day-to-day worries, concerns
and approach to health protection and financial planning, so that they
can realize whether there are any unmet protection needs. Through the
presentation of the FWD agent’s profile and lead form embedded on top
of the content, customers can reach out if they wish to pursue the topics
further, making it a seamless experience within the same journey and
touchpoint. To demonstrate the benefits for our customers, over 200,000
views of our content was recorded in Indonesia alone in 2021, generating
over 16,000 leads, illustrating the relevancy of the content and the desire
to learn more by the prospects.
Consumers are spending an increasing amount of time on social media interacting with their friends and network,
which means face-to-face interactions are limited
Core problem statements
1. Agents are looking for a non-intrusive way to engage with prospects within their own network about financial planning / protection
2. Agents are also looking for a non-intrusive way to reach out to prospects beyond their own social networks
Value proposition to FWD Agents Value proposition to potential customers
Click to add text

3. 3
Overview
What is FWD Affiliates?
Why Affiliates?
Overcome challenges faced by
distributors:
1)Build prospective customers funnel for
agents
2)Drive traffic to online platforms
3)Effective networking of members across
partners
with minimum
efforts
“Affiliates helps
distributors
build relationships
with
customers digitally
and turn a digital
engagement to a
potential business
”
Direct referral
incentive
Indirect referral
incentive
Agent
Affiliate
Affiliate Programme
(Agency)
Leads
Generation
Leveraging social networks
to
amplify agents’ supply of
leads
Personal Branding
Increase agents’ credibility
and build relationship with
people digitally
Agents Recruitment
Active Affiliate conversion to
agent
Agency
Force
What is Affiliates?
A digitally powered structured referral and lead generation
programme
Affiliate
Affiliate
Custome
r
Custome
r
Custome
r
Agent creates
network

4. 4
Differentiators
Unique Selling Points
Features
Effortless Content
Share insightful articles written by FWD or share
your own curated content
Generate Leads through Social Media
Expand agents’ traditional networks through social
media to generate additional leads
Recruit Affiliates and Expand Network
Expand customer base by recruiting Affiliates
to leverage their social media networks.
Affiliates can recruit Affiliates to grow
exponentially
Track Performance
Track performance on shared posts and Affiliates
network

5. 5
Process Flow (Online-to-Offline)
Affiliates helps agents to build relationships with customers digitally and at the point of intent,
turns a digital engagement to a potential lead for an agent instantly.
Agents/Affiliates
recruit Affiliates
Share
FWD
content
Share 3rd
party or
own
content
Post content
on social
media
Leads to a
personalized
page with
agent’s Bio
Leads generated
and stored in
Affiliates platform
for agent to
contact
Viewers are
interested
and clicks
the link
Viewers click
“Let’s Talk”
button to
leave contact
info
High Level Journey
1
2
3
4
5
6
7

6. 6
Each agent/advisor is responsible for
generating their own leads
• Agent’s natural network will eventually dry up
• Success depends on having a steady stream of leads
Value to Agents: Leads
Generation
Agent
Leads from
Agent’s own
network
Affiliate Leads from
Affiliates’
network
Affiliate
Affiliate
Affiliate of
Affiliate
Affiliate of
Affiliate
Affiliate of
Affiliate
Affiliate of
Affiliate
Affiliate of
Affiliate
Affiliate of
Affiliate
Affiliate of
Affiliate
Leads from >
2nd degree
network
• Agents can tap into
affiliates’ networks to
obtain leads
• Affiliates recruit affiliates
to further expand the
agent’s network
Leads
Appointment
Sale
Leveraging social networks to amplify an
agent’s supply of leads
Expanded network
+ Consistent lead
flow
differentiato
r
Expansion of Network

7. 7
FWD Affiliates has now launched in 4 markets and will continue its
expansion in 2022
Affiliates has launched in Malaysia, Indonesia, the Philippines, Vietnam, and our target is to
expand to additional new markets in 2022
Footprint
Malaysia
Market launch Feb 2020
Indonesia
Market launch Jan 2020
Philippines
Market launch Jan 2021
Vietnam
Market launch Jul 2021
Launched

8. 8
Affiliates Showcase – Malaysia & Indonesia
Affiliates delivered great success in 2021, especially in
Malaysia & Indonesia, due to these success factors
Dedicated content creation team providing 3-4 fresh
quality contents each week consistently
Strong commitment from local Agency Distribution
teams in programme promotion and trainings
Strong commitment from Agency Leaders to drive
adoption and active posting and recruiting behaviors
Facebook and WhatsApp groups for community
engagement between Affiliate, Agents, and FWD
Attractive campaigns and contests to boost leads gen,
Affiliates recruitment, and policies sales
Content Focused
FWD Agency
Commitment
Agency Leader
Commitment
High Affiliate
Engagement
Strong Campaigns
2021 Results
67%
Leads-to-Sales Conversion Rate
21%
% of Overall Agency APE
Shares-to-leads Ratio
Affiliates Recruit per Agent
Success Factors
12%
32%
30+

9. 9
Thank You!