FWD Hong Kong Moves to Mobile Insurance Passes Stored in Mobile Wallet
Executive Summary
FWD Hong Kong is on a mission to change the way people feel about insurance. The Digital Commerce team was set up to innovate and improve the insurance experience with the aid of technologies. During that journey, the team found PassKit, who provided FWD with a solution to issue mobile insurance passes to travel insurance customers. Since then, insurance is no longer a paper document - it also travels with FWD customers, anywhere in the world, inside their smartphones.
60%
activation rate of digital insurance policies
About FWD
FWD spans Hong Kong & Macau, Thailand, Indonesia, the Philippines, Singapore, Vietnam and Japan, offering life insurance across its markets. In Hong Kong, FWD also provides general insurance, employee benefits, pension and financial planning services.
FWD is focused on creating fresh customer experiences, with easy-to-understand products, supported by leading digital technologies. Through this customer-led approach, FWD will achieve its vision to become the leading pan-Asian insurer that changes the way people feel about insurance.
Challenges
FWD prides itself on being an innovative, customer centric company. One of their goals is to provide digital experiences that make it easy for customers to find, understand and purchase their products.
As they looked for cutting edge technologies, the FWD team bumped into hurdles finding a technology partner that was able to meet all of the data and security regulations from their compliance department.
FWD had previously launched a mobile app to deliver fresh and convenient customer experiences to customers. They also looked at mobile wallet technology to enhance the experience for travel insurance customers. However, the team was not familiar with mobile wallet technology.
The Solution
PassKit worked closely with the Digital Commerce team at FWD Hong Kong to transform the way in which customers interact with travel insurance policies. PassKit started first by mapping out the ideal customer journey and setting up custom pages for user authentication. To ensure compliance with data, privacy, and security, PassKit worked with FWD’s IT team on a solution that pushed data from FWD’s servers to PassKit in real-time via encryption.
Using PassKit’s Template Designer tool, PassKit helped FWD design their travel insurance policy with translations for Apple Wallet and Android. This meant that consumers that set Chinese as the default language on their smartphone would see a Chinese version of their digital travel insurance policy. PassKit also ensured that the pass only included content that is most relevant for the policyholder - schedule of benefits, links to claims forms, and hotlines.
Today, when customers purchase travel insurance from FWD Hong Kong (https://i.fwd.com.hk/en), they instantly receive an email with a link to their Mobile Insurance Pass. One tap allows customers to save their policy to their mobile wallet. Since FWD’s customers are traveling, having their policy in mobile wallet offers a more convenient way for them to access it without needing to print out PDFs or search through emails.
For details on the customer journey, visit this page.
Results
FWD is the first insurance company in Hong Kong to provide customers with digital insurance policies. Within 4 months, adoption has been high, with over 60% of its customers downloading the Mobile Insurance Pass.
FWD continues to find success with the Mobile Insurance Pass and will look to expand this solution into other product lines, as well as start to use mobile wallet as a channel for targeted communications with customers.
