Life insurer AIA Australia has re-launched its website with a renewed focus on customer-centricity.

Life insurer AIA Australia has re-launched its website with a renewed focus on customer-centricity.

Aia.com.au was unveiled following an extensive review of the company’s “digital presence” by global design and strategy firm Frog, with the life insurer seeking to revamp its digital technology, data and design strategy.

According to AIA Australia’s chief marketing officer, Renae Smith, the company has traditionally been more product and technology-focused, as opposed to starting from the point of view of the customer.

“We know through extensive research that people aren’t engaged by the subject of life insurance and, perhaps previously, accepted that this might always be the case,” she said.

“What we’re seeing now is that if we can create a more personal and relatable connection to our products and services that appeals to peoples’ aspirations rather than fears … we can turn traditional perceptions around in a very compelling fashion.”

Another key outcome of the review was the identification of the need for insurers to personalise their products as well as making the value of life insurance offerings more clear, with one key focus being to improve the relevance of life insurance to everyday Australians.

“People want access to information quickly and via any device, but if we don’t appeal to them on an emotional level, we won’t be successful in changing perceptions around life insurance,” Smith said.

“Underinsurance costs the Australian government over $1.5 billion per year, so we have a huge opportunity and a strong imperative to change this situation.”

The life insurer is also expected to launch its new mobile application for AIA Vitality later this year.