Malaysia: AXA AFFIN releases new Family Plan

| 03 Oct 2019

AXA eMedic Family Plan Key Visual

Malaysia's first-in-the-market online medical card which was launched in April 2018, has positioned AXA AFFIN Life Insurance as one of the pioneers in digital disruption in Malaysia with more than 70% digital life protection market share.

More than 4,000 policies were issued to date to ensure millennials comprising young professionals and young families are protected and prepared for life’s surprises. Backed by a positive growth, AXA AFFIN Life is now growing at approximately 60% in Annualized Premium Equivalent (APE) year-to-date and the digital offering has helped in the overall alleviation. AXA AFFIN Life targets 20% from digital sales by 2023 and is currently working with close to 20 HealthTech and InsurTech partners in Malaysia.  

Initially launched for millennials aged 16 – 39 years old, AXA eMedic has gone through several enhancements throughout the 18 months. The product was made available for children as young as 15 days and expatriates shortly after two months it was introduced in the market. Based on encouraging demand from the public, the age eligibility was extended up to 49 years old in June this year.   


Following the observation and analysis of customer’s buying behaviour, AXA AFFIN Life Insurance is unveiling another first-in-the-market revolutionary offering with AXA eMedic Family Plan. With strong focus on bringing a seamless customer experience, AXA eMedic Family Plan can be purchased in a single package online in less than 10 minutes via Families can now get protected for as low as RM150 per month for a family of four with coverage up to RM100,000 each individual per year. This is renewable up to the age of 80. The family plan is easy to manage with just one online form, and requires no medical check-up by providing instant approval.

A virtual assistant “Ask Michelle” and a chatbot “Atom” is available to assist customers in going through the whole buying journey. Whenever customers are faced with an issue during the buying process or have difficulties understanding the benefits of AXA eMedic Family Plan, customers can WhatsApp “Michelle” and get their answers within a few minutes or speak to “Atom” via the website for an explanation on fine print or any questions the customer may have.

All customers will still enjoy access to BookDoc, a health rewards platform that will incentivise healthy living and provide access for customers to search and make appointment with specialist doctors. For professional coaching and rehabilitative psychological support, customers will be given access to Naluri, a platform with a range of professional psychologists to help them achieve the healthy lifestyle they deserve.

AXA eMedic Family Plan is available for Malaysians aged between 15 days – 49 years old. Customers who purchase the family plan will also be able to enjoy 5% rebate on the total premium.

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