AIA Addresses Affordability, Products, and AI Integration
This year, insurers have been focused on two main topics: affordability and artificial intelligence (AI). Customer expectations and frustrations are shifting quickly, and insurers need to respond with speed and precision.
Maddie Sherlock, AIA’s Chief Customer Officer, and Alex Kühnast, Chief Product and Marketing Officer, recently shared insights on how AIA is adapting to these changes. Sherlock stepped into her role in January, following Angela Busby’s move to Chief Distribution Officer. Since then, Sherlock has been actively engaging with AIA’s claims and business development teams to gather valuable feedback.
Customer Expectations and Operational Efficiency
“I’ve focused on gathering information to see how I can best support customers and advisers,” Sherlock said. Feedback from both groups highlights a critical need: faster turnaround times in customer operations.
According to recent Kantar research, customer expectations have tightened significantly. Where resolutions once took 3-5 days, customers now expect answers within 24 hours. This shift is driving AIA’s AI initiatives.
AI in Customer Service and Underwriting
AIA is actively experimenting with AI, having already implemented solutions in its contact centre. These include automation of call transcripts and summaries, which streamline communication and reduce manual work.
On the underwriting front, AI shows promise in summarizing extensive medical notes. Sherlock explained, “Condensing hundreds of pages into key information speeds up assessments, accelerates offer delivery, and provides customers with certainty sooner.”
Affordability and Product Development Focus
Kühnast highlighted that rising healthcare costs have made pricing a top concern. “People are looking to save where they can, so affordable options are a priority,” he said. Adviser feedback has been crucial in guiding AIA’s product development efforts this year.
AIA’s Vitality program remains central to its offerings. With around 75,000 members, Vitality provides premium discounts of up to 20% alongside various rewards. The program paid out over $14 million in rewards last year and has demonstrated real health benefits.
For example, the Mole Map campaign identified 111 malignant melanomas and 254 pre-malignant cases, helping policyholders take early action to improve their health.
Looking Ahead
AIA plans to launch additional product enhancements later this year, continuing its push to meet evolving customer and adviser needs.
For those involved in product development, these insights underscore the importance of integrating AI to improve efficiency and meet rising customer expectations, while keeping affordability front and center.
To explore more about AI applications and training that can support your product development work, consider visiting Complete AI Training.
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