The Digital Insurer Award - MSIG Insurance (Hong Kong) Limited

1. Entry Details
Name of Category: The Digital Insurer – Insurer Innovation Award 2021
Name of Project: 「MSIG HK」Mobile App
Name of Organization: MSIG Insurance (Hong Kong)
 Watch the video introducing the app「MSIG HK」
Scan the QR code below for the video!
https://youtu.be/LV3uswbaCw4

2. Context
Key Objectives:
As the capabilities of digital technologies evolve, customers have grown to expect new standards of excellence. MSIG
realizes digital innovation is the key to drive and improve customer experience. Through the launch of 「MSIG HK」
mobile app, MSIG aims to shift short-term contractual commitments to long-term trusting relationships, and
ultimately profitability. MSIG believes this innovative mobile app can eventually deliver greater customer service to
customers and also help its brand to stand out from all the other ones in the market.
Market Challenge:
1. Digital customer experience
Millennials are highly digital-savvy and demanding for frictionless, hassle-free and personalized user experience
which can be accessed securely anytime, anywhere. An ideal insurance app with great design, engaging content
and easy navigation can further enhance user experiences and increase app engagement.
2. Competitive pricing
Competitive pricing is the top loyalty driver for general insurance throughout the years. The rise of online insurance
comparison sites has certainly increased the transparency of price options that available in the market, and thus,
making acquisition and retention more difficult. To keep users and increase customer engagement, essential loyalty
elements must be included while developing a customer-centric mobile app.

3. Strategy
Customer commitment as part of our digital strategy
Insurance is far more than just a transaction, it is a commitment for purchasing a Peace of Mind.
MSIG aims to develop a mobile app that provides support and care to customers through a pleasant,
worry-free and secured mobile experience. “Customer first” is the core value of the app to
differentiate from other brands.
Creative rationale:
(1) Strives for Service Excellence with Technology
The mobile app is designed to integrate policy application and management, customer communication
and coupon fulfilment into an all-in-one mobile platform. Policy enrolment and management
is made easier, faster, and more secure with mobile technologies.
(2) Builds Customer Loyalty
Encourage repeat purchases by equipping the solution of Member Loyalty Scheme & different
engaging campaign program . Offering an array of irresistible rewards that can be redeemed via
the apps at fingertips.

4. Strategy
MSIG launched an innovative mobile solution named「MSIG HK」to EXTEND e-commerce
capabilities. Buying an insurance product is then made easier, faster, and more secure.
All-rounded e-Commerce App with below Innovation Highlights:
Frictionless Policy Enrollment
PLAN COMPARISON AT
EASE
Compare insurance plan
coverage side by side instantly
with clear UI interface
COMPANION LIST
Create profile for travel
companion to save inputting time
during policy enrollment
SMART PAYMENT IN
SECURE
Pay in seconds with Apple Pay or
Google Pay

5. Strategy
Utmost Convenience
Customers can benefit from the streamlined mobile enrollment experience, user-friendly interface and
enhanced control of personal account on their own device anytime, anywhere.
24/7 ACCESSIBILITY
Manage account, review policy
details and enrollment history
anytime, anywhere
COMMUNICATION HUB
Keep customers timely alert on
important announcements, e.g.
extreme weather conditions,
greeting customer and encourage
last-minute enrollment by GPS.
SOCIAL LOGIN
Simplify member registration
procedures by connecting social
media account.
Support biometric authentication
e.g Face ID & Touch ID

6. Activity
Engage customers with digital interactions improved advocacy & loyalty
The loyalty program consists of “MSIG$” point scheme, instant gift redemption system, members referral program and
other member exclusive offers.
Full API connecting with
loyalty ecosystem
Firebase Dynamic Link is used
to track and count referrals
Native App design and generate
QR-Code in real-time
can be fully managed by using CRM &
CMS enabling loyalty strategies toward
different segments of members.
3rd -party rewards & Incentives integration Members will receive in-app push notification
with premium discount e-Coupon

7. Activity
Recognize and reward customers
By rewarding and empowering our customers, we hope to strengthen our brand-customer relationship and turn loyal
members into brand advocates
EARN AND REDEEM REWARDS
Enjoy the convenience of instantly redeeming
rewards by earning MSIG$1 with every HK$1
premium
REWARD CATALOGUE
Members can redeem for gift e-voucher, Asia Miles, or premium discount e-coupon by
accumulating MSIG$ earned via policy enrollment, referral program and ad-hoc MSIG$
giveaway campaigns
Redeem

8. Activity
EASY Claims integration
Improved the claim experience by offering customers 3 easy steps to complete their claim
online – anytime, anywhere.
DRAMATICALLY CUTS SUBMISSION TIME AND COMPLICATION
MSIG’s customers can upload supporting documents with ease.

9. Response
Performance highlights since mobile app launched (as of 31 Mar 2021)
28,000+
Total app downloads
30%
Contribute to total e-
Commerce sales up to
32%
Contribute to total number
of policies sold
50%
Reduction in transaction
processing times
1,600,000+
Contribute to total new registered
member 28% ;
14% in overall customer base 11%
Maintain a stable download rate
growth/month
Accumulated Visits

10. Response
Positive feedback from customers