The document describes AIA's ALive ecosystem which serves young families by offering multiple health and wellness offerings through an integrated app. It has seen success with over 500k users since its February 2021 launch. The ecosystem provides community forums, development trackers, wellness content, telemedicine and engages users through chat groups. Rapid iterations have enhanced features, grown content and improved user targeting. Partnerships with other companies have also augmented offerings. The ALive platform has thus created a successful playbook for ecosystems in Asia's life and health insurance industry.

1. AIA confidential and proprietary information. Not for distribution.
AIA confidential and proprietary information. Not for distribution.
Apr 2022

2. AIA confidential and proprietary information. Not for distribution.
is an ecosystem serving young families,
creating a vibrant community to engage and support users,
offering multiple health & wellness offerings
to help people lead healthier, longer, better lives.
Curated & created offerings on
an integrated SuperApp chassis,
10 external partners integrated
18-34 families, whitespace in
insurance industry, also severely
impacted by COVID
18 chat groups across
topics, moderated by
nurses
Blueprint for AIA’s next chapter for customer engagement
AIA’s Brand Purpose in action
Telehealth, nurses chat, expert
events, development trackers,
wellness content and more
Available to all

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 Idea-to-launch in 8 months
 Focused on Young Families – an
industry whitespace
 500K users since Feb’21 launch
 User approved: 4.5* app-store
ratings & reviews, top ranked in app-
store
 Agile releases: 24 sprints, 1000+
bug fixes, 4 major releases
 High engagement: 82% registration
rate, MAU above target, ‘hook’ promo
take-up rate <10%
 Proven commercial model
• 20% Online-to-Offline leads, $--M USD
additional sales, reactivating dormant &
acquiring customers
Strong user-value across offerings
Dynamic user-responsive targeted ecosystem
Alive Today
Community Forum
Trackers
Content
Telemedicine
Engages 38% active users, 18 chat groups,
1000+ daily chats on health, parenting etc.
Development milestone tracking, family
moments, vaccines logs and food scoring
and logging
Content increased 10x incl. articles, videos,
live expert sessions:3 min/day/active user
10x redemptions of telemedicine vouchers with
sessions completed with pediatrics and GPs
Summary
has created a successful playbook for ecosystems in Asia’s L&H industry

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The Ecosystem Approach
Augment our business core to connect with and grow in whitespace areas
Scale digital ways to support distribution
AIA’s digital potential not fully tapped
Impetus for change via Ecosystems
Others’ ecosystems encroaching insurance
COVID is shifting industry from Grudge to
Nudge
Leverage partners to create a sustainable
way to engage, retain & grow
YOUNG+EMERGING FAMILIES
(37% OF THAILAND’S POPULATION,
LESS THAN 20% INDUSTRY PENETRATION)
Reach beyond AIA strongholds
Use ecosystem to solve for industry’s whitespaces and
struggle areas: segment, rural reach, engagement
Launch-Test-Learn-Iterate-Expand
Start fast, get actual user feedback to improve via Agile
methods, expand learnings from Thailand and scale
Purpose driven ecosystem
Digitally enable offerings, help people lead healthier,
longer, better lives via curated partners & solutions
Whitespace Focus Approach & Design Principles
User outcomes, then commercialization
Foused on user benefits, no sales pressure: pull demand,
learning agenda to get right way to commericalise

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The COVID Factor
The pandemic increased the urgency and impact but also the execution complexity
1 People want to feel less
anxious
2
3
4
Seeking a healthier, more
balanced lifestyle
People want to feel more
connected
Seeking hope, and a better
post-COVID world
Be contextually
relevant in ‘rebooting’
the nation
Strengthen and
reinforce bonds
with thecommunity
Sense of
accomplishmentby
doing the right thing
for thefamily
Multi-location SMEs
Across 5 countries, 7
departments and 20+
homes
Hiring local team
Sourcing,
interviewing &
onboarding all-star
team to run the unit
Virtual Agile
Rapid deployment on
online collaboration
tools, remote working
and build
Partner Plans
Restrictions made
negotiation and
onboarding
challenging
Execution Complexity
Mindset & Societal shifts influencing ecosystem design

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The Challenge
Operationalise 100+ years of experience at startup-speed: 8 months to build a business
Legal & Regulatory
WHO to target
WHAT to offer them
HOW to ‘hook’ early users
WHO to partner with
Commerical Business Case
Technology
Team & Operating Plan
Go To Market (GTM)
Learning Agenda
Multi-Contracts
Brand,UX, Design

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AIA Impact
Customer First
Winning with
ALive
Customer
Segment & Needs
Platform Model
Type | Proposition |
Anchor product
Partners
Tech |Ecosystem | GTM
Launch
GTM, KPIs,
Scaling
Operationalising for launch
Four clusters created with parallel work to progress rapidly, all with user testing
YOUNG + EMERGING FAMILIES
15% existing AIA customer base
40% of TH population, 30% of APE TAM
ADVICE & TRACKING SERVICES
High Focus on ongoing engagement
Of 4 platform models, focus on Advice +Tracking
ACQUISITION & ENGAGEMENT
Engage agents, attract & engage users
Test O2O and agent-lead generation + sales
MODULAR AGILE TECH CHASSIS
Rapid releases, ongoing improvements
High flexibility to add, replace, adapt
LAUNCH MVP SCOPE & FOCUS
WHO
WHAT
WHY
HOW

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Holistic
Advice
Wide potential reach
Target reach of 6-8M people
High insurance purchase propensity
5-7M people wiling to buy insurance
Relatively Lower level of competition
Relatively low competition – few emerging players with good offerings
High ability to differentiate
Links well to AIA’s brand credibility and network with healthcare services
Strong regular user engagement
User engagement increased through content, tools and community
Quality data collected
Relevant and high frequency data collected through advice, content and tools
1:1 advice with
specialists
Community
driven small-
group
session
Related health
services to
support
advice
Curated
content on
personalized
wellness
journeys
Tools that
reinforce and
support advice
personalization
The Offerings
Key features anchored around ‘holistic advice’ as core proposition were defined…

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Community Forum Trackers Content Telemedicine
Our experts to answer any
family wellness related
questions posed by our users.
Topics range from health,
parenting to horoscope
Uploading pictures to keep
track of family (baby) and
personal (food, activities)
growth powered by AI food
scoring capability
Over 2K+ content ranging
from bite-sized article,
video and live sessions by
health experts.
24-hour teleconsultation
service with GPs and
paediatricians from
Samitivej Hospital
The Offerings
…and designed to deliver an industry-leading excellent user experience

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Key Enhancements
• Features
• Revamped: Group chat, homepage, tracker journey etc
• Added in: Banners for ads, food scoring and food calorie
counting, mood tracker
• Partnerships
• New partnerships: Shopee, Line, Grab, Minor Foods, Tesco lotus,
Agoda, Virgin Active
• Continue to leverage existing partners: Samitivej, The
AsianParent
• Content library
• Grew library from 200 articles when launched to 2k+ articles,
videos, bite-size content etc.
• Onboarded 2 more content providers and currently working with
hospitals and Ministry of Health for content
• User-targeting, homepage and notification
• Click-to-call agent now on homepage (10x increase in O2O calls)
• Inbox feature on homepage
• Targeting significantly improved—download to registration ratio of
82% (45% 3 months ago, 30% 6 months ago)
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ALive Feb 9th , 2021
Today
Rapid Iteration
Leveraging rapid iteration, the platform has been further enhanced since launch

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Engage for telemed,
content, live event & co-
campaign
Sponsor tickets to
increase engagement in
group chat
External
Partnerships
Internal
Partnerships
16+ 3+
Feature Providers
Integrate Food AI
Scoring to increase
engagement
Explore Food AI
image calorie
counting opportunity
User engagement and acquisition partners
x
Participate in event to
boost up acquisition &
brand awareness
Explore co-branding &
campaigns to increase
awareness & downloads
Partner for exclusive
and non-exclusive
lifestyle content
+
Marketing Event/Campaign
Arrange contest for
Agents referring ALive
to increase acquisition
Encourage and engage
Agency force to adopt
ALive
+
Health Service Bancassurance
Rapid Iteration
Strong interest from potential partners allows continual augmentation & additions

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Best-in-class talent from diverse backgrounds…
Future-Ready Team
Ready to grow with a high-energy team powered by passion & purpose