Great Eastern Life leads the way in going the extra mile to help customers live healthier
Discovery Reports
Great Eastern Life has changed the way it looks at life insurance and gone beyond the traditional role of an insurance company. It refreshed its brand purpose last year to be a LIFE company, launching "Live Great" - an industry-first integrated health and wellness programme - to actively support customers in living healthier, better and longer lives, and rewarding them for doing so. The game-changing programme has defined a new norm for the insurance industry.
A market leader in Singapore and Malaysia, Great Eastern Life has a rich 105-year legacy with strong Asian values. It is the oldest and most established life insurance group in these markets, with operations also in Indonesia, Vietnam, Brunei and China.
Customer-centric culture
Central to the company's customer-centric culture is its fundamental belief of spending time with customers to glean insights into how to make insurance more meaningful, simpler to understand and seamless. To this end, its imaGEnation studio conducts regular interview sessions and focus groups with key market segments to obtain better customer insights and generate new ideas on how insurance can be enhanced as part of a complete household financial plan. Health and wellness issues are commonly raised in such discussions, particularly the cost of medical care in the event of serious illness or accident.
"People worry about rising medical costs," says Chris Wei, Group CEO of Great Eastern Holdings. "So we have developed a holistic approach to help customers curb medical expenses. Through the Live Great programme, we are going beyond the typical insurance conversation. It's the first important step in the right direction."
The comprehensive programme has five core components: wellness tools, health tips, mobile phone applications, workshops and events, and the Live Great card which customers can use to enjoy exclusive health and wellness benefits and privileges at partner establishments throughout the region. Across Singapore, Malaysia and Indonesia, there are more than 300,000 Live Great members. More than 250,000 people have participated in Live Great events, including the flagship Great Eastern Women's Run in Singapore, which is the largest women-only race in Asia.