AIA Discusses Affordability New Products and AI

AIA is tackling two pressing issues for insurers—affordability and artificial intelligence—while trying to keep up with shifting customer expectations, according to a recent interview with company executives.

Customer speed becomes a competitive edge

Chief customer officer Maddie Sherlock stepped into her role in January after serving under former chief customer officer Angela Busby, who moved to chief distribution officer. Sherlock says her recent trips with claims and business development teams gave her a clearer view of what advisers and policyholders need.

“I’ve been really interested in collecting information and understanding how me and my role can support our customers and advisers,” she told GRTV.

Feedback, she notes, consistently points to turnaround time. A Kantar study cited in the interview shows expectations have dropped from a typical three‑to‑five‑day window to a 24‑hour resolution target.

To meet that demand, AIA has begun deploying AI tools in its contact centre. Call transcripts are now automatically generated and summarized, cutting the time agents spend on routine documentation.

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Sherlock believes the same technology could help underwriters by extracting key data from lengthy medical records. “For us to condense that down into the most important information—that’s time off the assessment, that’s getting offer of terms out faster, and getting customer certainty quicker,” she said.

Product pricing and the Vitality program

Chief product and marketing officer Alex Kühnast highlighted rising healthcare costs as a driver for pricing strategies. “People are under pressure and are looking to save money where they can, so affordable options for customers are certainly front of mind,” he explained.

Kühnast said adviser input has been valuable in shaping new product ideas. He also emphasized the ongoing role of the Vitality wellness program, which now counts roughly 75 000 participants.

The scheme offers premium discounts of up to 20 % and other incentives. Last year it paid out more than $14 million in rewards, and health‑related campaigns have produced measurable outcomes. For example, the Mole Map initiative identified 111 malignant melanomas and 254 pre‑malignant lesions, giving policyholders an early chance to act.

AIA plans to introduce additional enhancements and new products later this year, though details remain under wraps.

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The move aims at cost control.

Comparing AIA’s approach to earlier industry efforts shows a shift from incremental tech upgrades to more integrated AI use. In past years, insurers often piloted isolated tools for specific tasks, such as fraud detection, without linking them to broader customer‑service workflows. AIA’s current strategy appears to align the speed of claims handling with underwriting efficiency, suggesting a more holistic view of how automation can impact the entire value chain.

Beyond the AI rollout, the company has also expanded the Vitality program’s benefits. In New Zealand, members now receive grocery discounts of up to 25 % on fresh produce at a major retailer, reinforcing the link between healthy living and lower premiums.

Industry observers note that such lifestyle incentives may help curb long‑term claim costs.

While the interview did not disclose specific timelines for the upcoming releases, the executives’ comments indicate that AIA intends to keep pace with both cost pressures and the growing expectation for rapid service.