A Frictionless Transformation - From Awareness to Action Qorus-NTT DATA Innovation in Insurance Awards 2026

1.State of Competition

1) High Market Concentration and Transformation Pressure

Taiwan’s insurance market is highly concentrated in individual life policies, representing nearly 90% of total premiums and largely driven by savings-type products. With the adoption of IFRS 17, the industry is shifting toward long-term protection products, which are more complex and harder for customers to understand—raising communication and adoption barriers.

2) Aging Society and Intensifying Competition

By 2025, over 20% of Taiwan’s population will be aged 65+, while the birth rate has fallen to a historic low. Insurers face a shrinking new-customer base alongside growing retirement and healthcare demands. To remain competitive, redesigning digital customer experiences is no longer optional—it is essential.

2.Concept and Objectives

CLI’s Frictionless transformation redefines the pre‑purchase experience with a simplified, contextual, and personalized design. By unifying key touchpoints from awareness to intent and service guidance, it empowers customers to clearly understand insurance and choose protection that fits their evolving lives—setting a new standard for intuitive, customer‑centric insurance experiences.

1) Spark Awareness: Relevant & Scenario-based

Insurance products are inherently intangible and complex, and many consumers underestimate their likelihood of facing real risks. This results in higher education costs for agents and longer conversion cycles. To address this challenge, Cathay Life introduced three interactive engagement tools to seamlessly guide customers into realistic life contexts where insurance becomes relevant.

• Knowledge‑Driven Web Content: Translate complex insurance concepts into clear, accessible insights.

• Cross‑Industry Scenario Integration: Embed insurance relevance into everyday life contexts.

• Medical expense simulation tools: Visualize potential financial impact before risks occur.

2) Enable Autonomy: Simple, Transparent & Personalized

When insurance awareness is sparked, customers look for suitable solutions—but complex terms and unclear coverage often delay decisions. Cathay Life addresses this with a transparent, intuitive, and personalized interactive design that helps customers explore the right protection independently, reduce information gaps with agents, and improve post-purchase satisfaction.

InsurInsight: Bridging the Personalized Protection Gap.

With over 8 million policyholders, Cathay Life launched the upgraded InsurInsight platform in 2025 to help customers clearly see what they have, spot coverage gaps, and adjust their protection. Built around What You HAVE, What You LACK, and What You NEED, it guides customers step by step to strengthen their coverage.

• What You HAVE: Nearly 800 clauses reorganized into five key protection categories, linked to original policies to simplify understanding.

• What You LACK: A one‑minute assessment visualizes individualized protection gaps via an intuitive dashboard.

• What You NEED: AI‑driven recommendations and curated bundles provide immediate, personalized reinforcement options.

Modular Insurance: Driving Transparency and Autonomy.

Cathay Life launched the industry‑first Build‑Your‑Own website, created through agile collaboration with product teams. By modularizing 14 protection components across medical, critical illness, accident, and life coverage, customers can intuitively assemble plans based on needs and budget.

In 2025, the platform expanded to include investment‑linked annuity insurance, enhancing flexibility for retirement planning.

3) Drive Actions: Flexible, Seamless & Nudging

Flexible & Seamless Consultation Powered by Scalable Service Capability.

• Agent-Matching Website Provides a Bridge to Professional Consultation.

When customers develop purchase intent during their digital journey, they can access our Agent-Matching website across most of the platforms we provide. They can book an agent consultation based on location, expertise, age, and profile photo, with access to over 200 MDRT‑qualified professionals. The agent must confirm acceptance within the designated timeframe and arrange the visit accordingly.

• Zero-Contact Consultation Provides a Pressure-Free Option.

For customers who are more conservative or cautious and prefer to avoid face‑to‑face insurance consultations, they can contact our phone‑based customer service for guidance that aligns with their comfort level.

Precision Nudging Powered by Scaled Customer Insights.

When customers enter the evaluation stage of the purchase journey, information overload and decision pressure often lead to hesitation—or even drop-off. To capture this critical conversion window, Cathay Life integrates behavioral and transactional data accumulated from over 8 million customers to build a refined tagging system and AI predictive models, enabling precise identification of high-potential and re-engagement segments along with their key decision signals.

Leveraging its scaled data advantage, we activate intelligent nudging mechanisms at optimal online and offline touchpoints in real time. This transforms precision intervention from isolated optimization into a scalable, repeatable core capability. Beyond improving sales efficiency, this capability delivers measurable digital monetization outcomes and drives long-term customer value growth.

3.Departments involved

This transformation was led by a cross-functional taskforce with Digital Innovation, Product Development, Data & AI, Compliance, IT, Marketing, Sales, and Customer Service.

Externally, Cathay Life partnered with UI/UX specialists, data and cloud providers, security vendors, and academic institutions to ensure technological strength, regulatory compliance, and customer-centric design.

4.Main results so far

Since launch, consultation booking rates, policy conversion, and NPS have significantly improved, while customer engagement rate rises. The modular and scalable architecture enables adaptation across regulatory and product variations, establishing a sustainable experience standard.