AIA has pushed its digital investment past the front-end app and into servicing, underwriting and claims.
Almost every insurer in Asia has some kind of customer app. Fewer can show that the investment has changed the customer experience.
AIA Group, this year’s winner of the Excellence in Digital Transformation award, has organised its technology, digital and analytics programme around three priorities: distribution value, customer value and employee value. The premise is that technology delivers most when it strengthens what people can do, rather than simply automating tasks.
The group’s flagship customer app, AIA+, serves more than 24 million users across 11 markets. Around 30% use it monthly, and it holds a 4.7 out of 5 app store rating.
Some 97% of customer servicing transactions are available digitally and 99% of sales are submitted digitally, while 93% of service requests are completed within a day. As many as 82% of underwriting decisions and 76% of claims adjudications are automated. This helped cut unit costs by about 10% in 2025.
AIA needed a connected solution to support advisors and leaders across the agency lifecycle, one that could scale across multiple markets, languages and business units.
The answer was an integrated enterprise AI operating model built on a reusable two-layer architecture. Rather than building separate solutions for each need, AIA built a common AI foundation spanning distribution, customer engagement and workforce productivity.
The first layer includes reusable AI capabilities such as GenAI Hub, AI Role Play, knowledge platforms, document intelligence, analytics, customer and agent intelligence, and enterprise data services. Together they provide common services including conversational AI, knowledge retrieval, simulation, reasoning, analytics, workflow orchestration and governance.
The second layer combines these capabilities into business solutions designed around specific user needs. Within Premier Agency, these include Agent Copilot, A&C 360, Intelligent Sales Management and AI Role Play, which support recruitment, onboarding, learning, coaching, leadership development and customer engagement.
The result is an agency journey that runs from recruitment through to leadership. Intelligent Recruitment uses career aptitude tests, AI-powered interviews and candidate scoring to identify high-potential advisors and generate personalised onboarding paths. AI Role Play lets advisors rehearse customer conversations across languages and personas, with AI-generated feedback.
Together with Agent 360 intelligence, these tools feed into ongoing development planning, MDRT progression and leadership readiness.
AIA built more than a better app. It built an AI and digital architecture to keep pace with the business around it.
