HSBC Life (International) Limited - Insurer Innovation Award 2023

1. Unlock your true wellness…
TDI The World’s Digital Insurance Awards 2023
Insurer Innovation 2023

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At HSBC Life, we believe true wellness comes from well-rounded physical, mental
and financial health. By incorporating our market-leading banking and insurance
capabilities into a gamified holistic wellbeing programme, Well+ offers customers an
immersive and intuitive platform to achieve health goals, with attractive incentives.
Completely integrated into HSBC mobile banking app, Well+ will further help our
customers to become healthier and wealthier.
What Hong Kongers said about Health & Wealth in 2022
51% agree (vs. 46% in
2021) that passing on
healthy habits is
becoming more
important than
passing on wealth.
Physical, Mental and
Financial Health are
inter-connected!
Resilience is a driver of
wellbeing
Health is wealth
Resilience bolster
confidence in achieving
life goals.
Health is one’s most
vital resource.
It fuels quality of
life.
Financial Health is a major concern
75% of respondents in Hong Kong are
concerned about their finances vs. 67% in
2021.
Economic effects of the COVID-19 Pandemic
Having sufficient funds for retirement
Medical bills in case of illness
36%
34%
32%
Source: HSBC Life +Factor Study on Health and Wellbeing, April 2022 (https://www.life.hsbc.co.uk/customers/health-and-wellbeing-centre/health-and-wellbeing-study/)

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Well+ Driving Holistic Wellbeing, Digitally!
Personalised
experiences
Digital
Customer
journeys
Integrated to
banking
ecosystem
Wellbeing
centricity
Financial
Physical Mental
Well+
Insurance Banking
Engage with
ecosystem partners to
promote healthy behaviors
Focus on awareness and risk
prevention
Shifting focus from
transactional to
relationship building
Rewarding customers for
healthy behaviors
Holistic wellbeing through
digital engagement
Provide real time tracking of
holistic wellbeing
Improve customer
engagement & loyalty
Provide personalized
experiences and messaging
Digital

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Build good financial habits through tips &
quizzes to improve overall financial
resilience & wealth growth capabilities.
Get fitter and healthier by meeting steps
or workout goals; and discover tips for
building healthier habits & lifestyles.
Nurture mindset & emotional wellbeing
by completing mental exercises and
achieving mindfulness goals.
Well+ Proposition delivers our world class digital capabilities in a fun, educational
and interactive way, like never before.
Customers can earn rewards up to
HK$2,000 by completing activities,
achieving goals, leveling up and
unlocking badges representing three key
areas of holistic wellness –
Body, Money and Mind.
The most accessible, intuitive & engaging wellness solution

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Stay healthy & active
Bite-sized activities to improve your
physical, mental and financial wellbeing.
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Complete Badges & Level up
Complete activities to earn your Body,
Money or Mind badges and level up.
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Earn Rewards
Up to $2,000 rewards to
celebrate your achievements.
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1
LEVEL
LEVEL
3
LEVEL
4
LEVEL
5
LEVEL
6
LEVEL
7
LEVEL
8
LEVEL
5
How Well+ works?

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Well+ Bonus Badge
Bite size activities directly linked to customer’s banking
behavior and activity to help achieve customer’s financial goals
while earning extra rewards. More Bonus Badges planned to
improve customer wellbeing and health.
Broaden financial wellness by directly
accessing everyday banking activities &
rewarding healthy financial behavior.
Excel to be the single customer engagement
engine and pivot for the bank-wide loyalty
eco-system - increasing banking primacy
and wealth deepening.

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Leveraging advanced technologies
Pega Customer Decision Hub
Creating and using strategies for real-time interactions
with Well + customers. Simulating and analysing the results
using tools such as Visual Business Director.
Well+ has customised the comprehensive Digital Health
Engagement Platform from dacadoo to manage Well + goals,
content and customer’s steps and workout data.
Anonymised customer behavior
reports and dashboards.
Dacadoo health score
The Health Score is a
scientifically calculated number
which represents the health of a
person with a single number
between 0 & 1,000.
Configurable
multilanguage
content
management
Third Party Health App Integration
Integrating with health tracking providers to help customer’s
track their steps and movement.
As an interactive tool to engage customers and promote health and wellness, Well+ has incorporated different technologies to
enhance its engagement level and make it more fun and accessible.

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Well + provides customers with personalised insights on their
physical, financial and mental health based on the data shared
by customer through their preferred health apps.
Data Analytics and Personalisation
Well + bonus badges are customised based on each customer’s
needs, encouraging the customers to embrace the journey of
wellbeing – financial, physical or mental.

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E2E Tracking
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Robust Customer Life Cycle Management (CLCM) Approach to engage Well+
customers
Meaningfully
Engaged
Hyper Personalization
Understand customers’ needs, life
events, health and wellness via
• Lifestage change
• Transactional data
• Behavioural data
• Member engagement analysis
• Digital footprint
• Propensity models, etc
Target the right customers
Through-the-line
communications
Early Engagement
CLCM Application for Connected Experience
Advanced data analytics Intelligence
Data Enablement & Insights
Continuously test & learn to refine campaigns for effective engagement
Always-on Automated
Triggers
Online to Offline Lead
Generation
Level 1-3
Easy Guide
Dedicated
Offers
Bonus Badges
In-app Insurance
Needs /
Engagement Tools
In-app
Retargeting
Instant Lucky
Draw
Inactivate
Reactivation
NPS
Event Trigger
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Available to ALL HSBC banking
customers on both iOS &
Android
FREE to play
Unlock up to HKD 2000 in
level-based rewards and
additional rewards by
participating in Well + Bonus
Badges
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2
3
Well+ Customer Journey
Join Well + in just
simple steps!
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Well+ Customer Journey
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Engaging and Gamified Design

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Well+ Customer Journey
Personalised
Bonus Badges
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Bonus Badge Challenges

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Customer Launch
Roadshows & Lucky Draws
2022 was a bumper year for Well +
Customer Benefits
Business Benefits
141k
Customers
46%
Monthly Active
6X
Higher Total Relationship
Balance generated
7X
Higher Insurance Sales Rate
94k
Bonus Badge Registrations
HKD 490m
Annualised New Premium from Well+

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Disclaimer
This presentation has been delivered by The Hongkong and Shanghai Banking Corporation Limited (“HSBC”), in connection with the award as mentioned on the front page (the “Proposed
Award”).
This presentation should only be disclosed to the recipient’s directors, officers and employees involved in the Proposed Award, is for the use of such recipients in connection with the
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Information in this presentation was prepared as of Mar 2023.
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