Digital Agent of the Year 2018:Tay Kah Lok

| 04 Jun 2018

For his relentless efforts in creating value for the community through digital initiatives to enhance financial literacy and for successfully building a pull model of business, Mr Tay Kah Lok from AXA Insurance, Singapore, was named Digital Agent of the Year at the 3rd Asia Trusted Life Agents & Advisers Awards.

Throughout his five-year career as an adviser, Mr Tay found that clients and the people he met asked him similar questions. He figured that the best way to help his clients and the community was to film the answers in a series of videos so that others could access the knowledge and information they required 24/7.

That led to the creation of MONEYMAP, where he filmed a series of three-minute educational videos revolving around financial literacy for the benefit of the general public. In 2017, he produced 22 such videos.

Utilising the power of social media he has shared his videos and informative financial articles on various platforms such as Facebook, YouTube, Instagram and LinkedIn. One of his videos, regarding Singapore Armed Forces group term insurance, clocked over 10,000 views on his Facebook page.

Through the exposure of his content and brand online, and by regularly keeping his clients updated via channels such as WhatsApp broadcast group, he has instilled greater confidence and trust in his professionalism.

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Many of his clients have left five-star reviews and testimonials on his Facebook page and many have readily volunteered and participated in the production of his client video testimonial.

The combination of initiatives focused on creating value for the community has elevated his business model from push to a client-attracting pull model with clear measurable outcomes.

Thirty percent of his business is initiated by existing clients, 100% of his referrals are given to him without prompting and the number of cold prospects writing to him to request a consultation has jumped by 300%. From the leads generated, he successfully closes about 50% of them.

His efforts have not gone unnoticed. He was named by his company as AXA social ambassador for 2018 because of his active and consistent contribution in the digital scene. He has also selflessly shared his experience. He was selected by the head of distribution to share his digital journey in a video that was broadcasted at a directors’ forum and he has also shared his ideas and philosophy with fellow advisers on internal platforms.

Outside of his company, he has been invited to volunteer and share his knowledge on financial literacy to students.

The 3rd Asia Trusted Life Agents & Advisers Awards was made possible by organisers Asia Insurance Review and Asia Advisers Network, co-organiser LIMRA, and strategic partner AIA. Winners were selected in an independently-audited judging process. More information on the Awards can be found here.


3rd Asia Trusted Life Agents & Advisers Winners’ booklet

Photos of the Gala Dinner