Digital Insurance Services Without Boundaries Qorus-NTT DATA Innovation in Insurance Awards 2026

I. Key Drivers of Innovation Fubon Life actively responds to digital transformation and innovation. By advancing people-centered insurance services alongside digital technology, Fubon Life provides digital insurance services that are more “secure, real-time, and convenient.” The company continuously explores how to integrate information and communications technology (ICT) to deliver financial and insurance services that ensure “secure identification and trusted assurance ” for customers, while also fulfilling corporate social responsibility and supporting environmental sustainability.

(1) Financial and Insurance Services with “Secure Identification and Trusted assurance ” In recent years, SMS fraud has become increasingly prevalent, with phishing messages impersonating corporate entities emerging one after another, resulting in financial losses and personal data breaches for the public. As the insurance industry involves fund flows and sensitive information, it is particularly exposed to high fraud risks. In response, Fubon Life began to consider how to integrate information and communications technology (ICT) to provide customers with financial and insurance services that offer “secure identification and trusted assurance .”

(2) Addressing Pain Points in Insurance Service Processes Traditional insurance service application processes are lengthy, often requiring customers to visit service counters in person or go through insurance agents, which can easily lead to waiting times and inconvenience, thereby affecting customer satisfaction. To enhance consumer convenience, Fubon Life continues to promote digital services. Customers can use the “Cloud e-Counter” service within the Fubon Life App to independently input change requests and complete video-based verification procedures. Even when the policyholder and the insured are located in different places, policy loans or policy changes can still be completed quickly. In response to fintech needs and trends, Fubon Life simplifies processes through digital upgrades, enabling policyholders to complete various services in a more intuitive and efficient manner. This truly realizes a “zero-distance” experience, creating digital insurance services that can be accessed anytime and anywhere, and enhancing an overall positive user experience.

(3) ESG-Driven Sustainable Development Fubon Life places great emphasis on fairness and inclusiveness, ensuring that elderly and visually impaired groups can enjoy the same level of convenience in insurance services, thereby narrowing the digital divide faced by disadvantaged groups. At the same time, the company comprehensively strengthens the prevention of financial and insurance fraud risks, with the goal of establishing a new anti-fraud benchmark for the insurance industry and enhancing customer trust. Fubon Life also continues to improve policyholder service quality, reduce the use of paper-based documents, and lower carbon emissions, demonstrating its commitment to corporate social responsibility and sustainable finance, and progressively advancing its ESG sustainability objectives.

II. Digital Innovation and the Catalyst for Inspiration (1) Inspiration from the Application of Technological Innovation Fubon Life’s “68999” is an exclusive commercial short code. Through this unique and tamper-proof short code—similar to the concept of a “blue check verification” on social media platforms—customers can easily identify and trust official SMS messages, thereby reducing the risk of phishing scams and ensuring the authenticity and security of information delivery. Innovation is not merely the upgrade of a single technology, but rather stems from InsurTech trends, insights into market demand, and a forward-looking strategy of cross-industry integration.

(2) Breaking Boundaries to Drive a New Wave of Digital Transformation Fubon Life has not only successively obtained approval to launch services such as “LINE Pay linked card premium payment services” and “MID mobile identity verification,” providing more diverse and faster digital insurance services, but has also, through the pilot implementation of the “Cloud e-Counter” service, transcended geographical limitations. When the policyholder and the insured are different individuals, they can separately handle related insurance services via online video conferencing from different locations, thereby significantly enhancing service efficiency.

(3) Modern customers not only seek simplicity of operation, but also expect a personalized and self-directed experience that enables real-time inquiry and interaction through an app. This “policyholder-centric” design philosophy, combined with the adoption of insurance technology (InsurTech), has been the source of inspiration for our service revamp and innovation. Stepping beyond conventional frameworks to build a “finance + insurance + lifestyle” one-stop digital ecosystem was a deliberate strategic choice. By integrating health management, financial planning, and lifestyle services under the Fubon Financial Holdings Group, the app has become an essential gateway to customers’ everyday lives.

III. Project Vision and Core Objectives (1) Innovatively creating a one-stop, zero-distance digital insurance service The Cloud e-Counter project enables policyholder changes, name changes of the policyholder or the insured, as well as policy loans and beneficiary changes where the policyholder and the insured are different individuals—items that are not yet legally permitted to be processed via online insurance services. This initiative removes the restriction that customers must visit a service counter in person or submit application documents through sales agents. By innovatively combining video-based verification with self-service online processing, it breaks through the traditional requirement of in-person counter visits or reliance on sales agents. Policyholders can complete important services such as policy loans and beneficiary changes anytime and anywhere, truly realizing a “zero-distance” insurance experience.

The core objective of the Fubon Life APP revamp is to integrate multiple previously fragmented member platforms. Through a more streamlined and intuitive user interface and personalized features, policyholders can quickly access policy information while enjoying a comprehensive one-stop digital experience when using online services. This enhances interaction efficiency and user engagement, while improving service efficiency and customer satisfaction.

(2) Practicing ESG and Sustainability Commitments This project not only pursues digital convenience, but also embodies corporate social responsibility. Fubon Life actively promotes low-carbon and paperless operations, and advances inclusive finance to narrow the digital divide for disadvantaged groups. These efforts not only strengthen brand competitiveness, but also demonstrate the company’s commitment to sustainable development, steadily progressing toward its vision of “becoming a leading financial institution in Asia.”

IV. Market Competitive Landscape and Project Differentiation Advantages (1) Leading Strategy Amid Market Conditions and Industry Competition Fubon Life took the lead in introducing the innovative service of the commercial short code “68999,” not only staying ahead of industry peers but also aligning with the policy direction of the Ministry of Digital Affairs under the Executive Yuan, thereby setting a new benchmark for anti-fraud practices in the insurance industry. Following Fubon Life’s early adoption, other insurance companies have gradually followed suit, demonstrating Fubon Life’s leadership in information security and customer protection within the insurance sector. Together with industry peers, Fubon Life helps safeguard customers’ personal data and reduce the risk of fraud.

At present, industry peers are actively introducing AI, cloud technologies, and digital services to promote the online transformation of insurance processes, underscoring that digital transformation has become an industry-wide trend. Through third-party verification mechanisms, Fubon Life not only keeps pace with modern technological developments, but also demonstrates differentiation across four dimensions, forming a unique competitive advantage: 1. High level of integration: The APP revamp integrates multiple membership platforms to deliver a one-stop digital experience. 2. Strong usability: Accessibility features are incorporated to support senior citizens and the visually impaired, narrowing the digital divide. 3. Sustainability-oriented: Paper reduction and low-carbon services are promoted to fulfill ESG commitments. 4. Cross-industry ecosystem: Finance + insurance + lifestyle services are combined to build a comprehensive digital platform. These differentiated strengths enable Fubon Life not only to maintain a leading position in market competition, but also to guide Taiwan’s insurance industry toward a new digital era, strengthening brand positioning and long-term competitiveness.

V. Project Collaboration Partners (1) The commercial short code “68999” project team is led by the Company’s Policy Operations Division Policy Administration Department, working in collaboration with the IT Service Division Information Services Department and the Customer Service Division Customer Service Department on system development and testing to ensure technical security and accuracy. The Public Relations Communications Department Public Relations and Marketing Communications Department has provided strong brand exposure through integrated marketing efforts, while the Agency Channel Division Business Channels Department and the Bancassurance & Corporate Business Division Bancassurance and Financial Institutions Department have jointly promoted the initiative to customers through frontline sales teams. This coordinated approach ensures that customers are aware of Fubon Life’s adoption of this new technology, enabling them to instantly recognize official messages, eliminate doubt and unease, and make anti-fraud protection simple, intuitive, and trustworthy rather than complex.

(2) The Cloud e-Counter project team is led by the Company’s Policy Operations Division and Customer Service Division, which are responsible for business rule requirements, testing, training, case processing, and, in collaboration with the IT Service Division, system development and testing. Other relevant units—including the Operations Risk Management Department, Compliance Department, Audit Department, Information Security Management Department, and Legal Affairs Department—provide support for pilot program applications and reporting of pilot results. This cross-functional collaboration ensures that business needs, technical implementation, and regulatory compliance are all addressed, safeguarding execution quality and risk control. The Public Relations and Public Relations Communication Department is responsible for external communications with the media, informing customers of Fubon Life’s customer-centric philosophy and its innovative, technology-enabled service channels, thereby accelerating case processing timelines.

(3) The Fubon Life APP revamp project covers a broad business scope. The coordinating unit—the Digital Affairs Department—led cross-departmental collaboration and was responsible for overall project management to ensure smooth implementation. The Policy Operations Division and the Customer Service Division handled business rule requirements, testing, and training, while the IT Service Division’s Marketing System Department and Application System Department 2 were responsible for system development. This collaborative structure ensured alignment across business needs, technical implementation, and regulatory compliance, safeguarding execution quality and risk control. In addition, the Public Relations Communication Department drove strong brand promotion to introduce the new Fubon Life APP to customers. With the upgraded app, customers can simply open the app to quickly obtain answers through intelligent customer service, and can also submit various insurance service applications anytime and anywhere, without time or location constraints.

VI. Project Milestones and Key Achievements (1) Commercial Short Code “68999” Since 2024, Fubon Life has progressively adopted the commercial short code “68999” for sending SMS messages containing links related to premium operations, policy application processes, electronic policy delivery notifications, benefit payments/loans, policy amendments, telephone interviews, and claims services. From 2024 to 2025, a cumulative total of 15.408 million messages have been sent. The “68999” short code has become a concrete embodiment of Fubon Life’s customer-centric and innovative service approach, strengthening the foundation of mutual trust between customers and the company, and marking a step toward a new era of safer and more reliable insurance services.

(2) Cloud e-Counter Pilot Successfully Achieved Targets During the six-month pilot period starting in November 2024, the Cloud e-Counter enabled policyholders to independently apply online and complete services such as policy loans and beneficiary changes via video verification. This significantly shortened case review timelines, enhanced service efficiency, and improved customer satisfaction. The pilot results not only met the scheduled target by completing 211 cases—exceeding the original goal of 200 cases—but also validated the feasibility and convenience of the remote service model. The pilot outcomes have been submitted to the competent authority and duly approved. The system is now fully prepared for launch once the relevant regulatory amendments are completed.

(3) Official Launch of the Upgraded Fubon Life APP The upgraded Fubon Life APP was officially launched in December 2025, providing a single-entry point to more comprehensive and integrated insurance services and delivering a one-stop digital experience for policyholders. Following the revamp, the APP not only features an optimized user interface, but also incorporates accessibility design elements, including enlarged text, voice assistance, and voice-based OTP verification. These enhancements enable elderly and visually impaired users to use the APP with ease, demonstrating the company’s commitment to fairness and inclusion while further strengthening its brand image.