Southeast Asian (SEA) insurtech company PasarPolis continues solidifying its regional presence with significant achievements in Vietnam and Thailand.
The company’s operations in these markets have flourished, driven by strategic partnerships and a strong customer-centric approach. These accomplishments underscore PasarPolis’ effective collaboration strategy with ecosystem partners for impactful market entry and expansion.
Building on its success, PasarPolis is now gearing up for its next major move: expansion into Singapore, seeking to further its profitable growth trajectory.
Since expanding into Thailand and Vietnam in 2019, PasarPolis has sold millions of policies, demonstrating its commitment to democratising insurance and utilising technology to meet the unique needs of local markets. Earlier this year, PasarPolis reported remarkable financial performance, with a 2x revenue growth since its last funding round in 2023 and a 250 per cent surge in Gross Written Premium (GWP).
In an email interview with e27, Brendan Batanghari, VP of Corporate Finance & Regional Partnership at PasarPolis, explains the company’s plan to continue expanding and the lessons they learn.
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The following is an edited excerpt of the conversation.
The last time PasarPolis spoke to e27, we discussed selling insurance in a market like Indonesia, where buying insurance products is still considered a financial loss. Do you see any noticeable changes in user behaviour? If yes, how do you adjust your strategy to it?
Yes, we have observed a gradual shift in user behaviour in Indonesia. While insurance was traditionally viewed as a financial burden, we have seen an increasing awareness of its value, particularly in protecting against unexpected risks. This change has been driven by the rise of digital platforms, which make insurance more accessible and transparent, and by targeted education efforts that emphasise the importance of insurance as a financial safeguard.
One of the key factors in this shift is how easy it is to claim our insurance products. In some cases, claims are processed automatically and within minutes, which has transformed the experience of being insured.
Insurance is now viewed more positively, as customers enjoy the peace of mind that comes with daily protection, knowing that claims are easy and hassle-free.
At PasarPolis, we have focused on making the entire insurance purchasing and claiming process incredibly simple and user-friendly. Customers can now purchase and claim insurance with just a few taps, without filling out lengthy forms. We continue to prioritise making the insurance journey easier, simpler, and more affordable, ensuring our products are accessible and valuable to a broader audience.
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Are there any insights that you can share about Indonesian and SEA customers in general?
Indonesian and SEA customers are becoming increasingly digitally savvy, significantly influencing their purchasing behaviours. They prefer convenience and seamless experiences, so we focus on integrating our services into platforms they already use, such as e-commerce and ride-hailing apps.
In Indonesia, while insurance penetration remains relatively low at 1.4 per cent compared to neighbouring countries such as Singapore at 12.5 per cent and Thailand at 4.6 per cent, there is immense growth potential.
The increased digital literacy and the push towards digital financial services contribute to a steady rise in insurance adoption. The inclusion rate for insurance in Indonesia has also grown from 13.15 per cent in 2019 to 16.63 per cent in 2022, signaling a growing acceptance of insurance products.
Thailand and Vietnam similarly present vast opportunities. Despite Thailand’s higher penetration rate, there is still significant room for expansion, especially as more consumers become aware of insurance’s benefits and digital platforms make it easier to access these products.
In Vietnam, where insurance penetration stands at 2.2 per cent, the demand for insurance solutions is growing rapidly. This growth is driven by the country’s fast-paced economic development, increasing consumer awareness, and the rising middle class. As Vietnam continues to develop, we anticipate that insurance penetration will increase significantly, presenting a lucrative opportunity for expansion.
Overall, these markets are on the brink of a significant insurance boom. As we continue to innovate and tailor our products to meet the specific needs of customers in these regions, we are confident that insurance penetration will grow substantially. By simplifying the insurance purchasing and claiming processes, we aim to contribute to this positive trend, ensuring more people benefit from accessible and reliable insurance coverage.
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Can you tell us about the user acquisition strategy you have been using in Vietnam and Thailand? What lessons have you learned from these markets?
Our user acquisition strategy in Vietnam and Thailand mirrors the approach we have successfully implemented in Indonesia.
We focus on partnering with insurance providers and ecosystem partners, such as e-commerce platforms and fintech companies, to embed our insurance products within the services that users already engage with daily. This approach allows us to reach a wide audience and seamlessly integrate insurance into their everyday experiences.
Localisation is crucial in ensuring our products resonate with local consumers and address their specific needs. One example of this localised strategy is introducing the nation’s first microinsurance product for digital electronic protection in Thailand. This product provides 12 months of coverage for new electronic goods against accidental damage and loss from theft or burglary. It can be purchased in just a few taps and easily claimed online, making it highly convenient and user-friendly.
By adapting our products to fit local demands and preferences, we have built trust and drive adoption more effectively in these markets. This localisation, combined with our partnership-driven approach, has been key to our success in Vietnam and Thailand.
What other plans do you have for these markets?
Moving forward, we plan to deepen our presence in Vietnam and Thailand by expanding our product offerings and forging new partnerships.
We are particularly interested in enhancing our digital insurance solutions to cater to the growing demand for convenient and accessible insurance products. Additionally, we aim to leverage data analytics to better understand customer needs and provide more personalised offerings.
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We are also exploring opportunities to collaborate with local businesses to co-create insurance products that address specific market needs, further embedding ourselves in the local ecosystems.
Can you share more about your plan to expand to Singapore? What challenges or differences do you expect to encounter?
Our expansion to Singapore is a strategic move to solidify our presence in SEA’s insurtech landscape. Singapore, a highly developed and competitive market, presents opportunities and challenges. One of the main challenges we anticipate is the high level of customer expectations for seamless digital experiences and the need to differentiate ourselves in a market with established players.
We plan to leverage our experience from other markets to tackle these challenges, focusing on innovation and customer-centric solutions. A key aspect of our strategy will be emphasising the ease of purchasing and claiming insurance protection with just a few taps.
By offering a simple, fast, and convenient user experience, we aim to meet the high expectations of Singaporean consumers and stand out in a competitive landscape.
Additionally, we will consider forming strategic partnerships that can help us tap into existing networks and customer bases. We plan to emphasise compliance and adaptability to effectively navigate Singapore’s stringent regulatory environment.
By combining our strengths in digital innovation with a deep understanding of local market dynamics, we are confident in our ability to successfully expand into Singapore.
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Image Credit: PasarPolis
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