FWD Group, a digital insurance company in Asia.

FWD Group received the Digital Insurer of the Year award at the IIC Asia Award 2026, held on March 25, 2569, at the Kowloon Shangri-La Hotel in Hong Kong. This award recognizes the group's leadership in driving digital insurance business through the application of innovation and technology, coupled with a customer-centric business approach across Asia.

May 22, 2569 – FWD Group (1828.HK) FWD is an Asian life and health insurance group serving approximately 40 million customers in 10 countries across the region, including BRI Life in Indonesia. FWD's business approach is customer-centric, coupled with the use of technology to develop innovative, user-friendly products and create a more convenient insurance experience. Founded in 2556, FWD operates in one of the world's fastest-growing life insurance markets with a vision to change how people perceive life insurance. FWD Group is listed on the Hong Kong Stock Exchange under ticker symbol 1828.

Prioritize customer needs.

For FWD's Direct-to-Consumer (DTC) e-commerce channel, it plays a crucial role in offering insurance products that are easy, fast, and user-friendly, catering to customers who want to manage everything themselves. This includes life insurance, health insurance, and accident insurance, which can be purchased 24/7 via computer and mobile phone.

FWD's DTC platform is designed with simplicity as its core principle, creating a seamless end-to-end user experience. Furthermore, the company has developed Artificial Intelligence (AI) to simplify usability, reduce complexity, and enhance clarity, supporting increased digital transactions while delivering a comprehensive end-to-end digital experience to customers. In particular, FWD's business units in Thailand have demonstrated the potential of modern, customer-centric digital insurance channels, delivering outstanding results and setting new standards for digital insurance distribution channels in the industry.

Powered by AI.

Therefore, as consumer behavior shifts towards information seeking through AI-driven search tools such as Google AI Overview, ChatGPT, and Copilot, FWD has adapted its customer outreach strategy to align with this change. In Thailand, this has enabled FWD to build visibility on the first page of Google for key insurance keywords and gain inclusion in Google AI Overview. This allows FWD to reach more likely customers who are considering purchasing insurance, starting from the initial stages of their insurance decision-making process.

Creating high-quality, customer-centric content and articles performs well in AI search results and has become a key driver of organic website traffic and effective non-paid sales conversions. As of December 31, 2568, FWD Thailand's articles accounted for 35% of Google AI Overview visibility, highlighting the importance of AI-powered search for the success of online insurance (DTC) channels.

Growing efficiently.

Beyond organic search, FWD has leveraged AI in performance marketing to go beyond traditional keyword bidding, reaching customers with accurate predictive marketing that precisely matches their needs. By 2568, Thailand will have adopted Google AI Max for Search.

With AI assisting in expanding the reach of search terms, automatically optimizing advertising media, and accurately selecting the most suitable landing pages for customers, this approach reflects FWD's belief that modern search isn't just about the search term, but about understanding customer needs in the context of real-world usage, and delivering more personalized and meaningful experiences.

The results are clearly measurable. In Thailand, AI-powered search campaigns helped increase the number of quote requests during the tax-deductible season between November and December 2568, reflecting the ability of AI to help improve the efficiency and quality of website visitors on a broad scale.

Personalized digital experience

In the digital world, every interaction on a website plays a crucial role in building customer trust. FWD therefore utilizes Personalized Nudges and Social Proof to help customers at every stage, from requesting a quote to making a purchase, to feel more clear and confident.

For the complex nature of health insurance products in Thailand, referencing personalized social proof helps customers compare options more easily and reduces hesitation in making decisions. As a result, the selection of outpatient health insurance plans based on recommendations increased by 155%².

Therefore, FWD has experimented with Emotions AI, an advanced personalization approach that can predict emotions used to determine user needs and provide solutions to customer requirements that are not yet met. The results of these experiments demonstrate an increase in transaction completion rates at every stage of the user experience, underscoring the importance of an emotionally engaging digital experience.

Meanwhile, to simplify the process, FWD has implemented Conversational AI tools in key customer service areas. In Thailand, the AI ​​chatbot acts as a real-time sales assistant, delivering information as if providing expert advice. This helps customers understand coverage benefits, compare insurance plans, and answer questions, resulting in higher engagement and an increased number of quote requests.

In 2025, for Thailand, FWD's eSave savings insurance plan is the number one selling online savings insurance product for six consecutive years, from 2019 to 2024 (measured by digital premium income from January to December 2019 to 2024, according to the Life Insurance Premium Breakdown by Channel (New Format) report from December 2019 to 2024 by the Thai Life Insurance Association). This reflects the continued trust of customers and excellence in digital business operations.

With a customer-centric design philosophy, AI-driven business operations, and a commitment to simplicity, FWD Group continues to push the boundaries of digital insurance in Asia. The success of its DTC (Direct-to-Contact) channel in Thailand demonstrates how innovation based on a true understanding of customer needs can create valuable growth and a sustainable positive impact on the industry.