Medical Insurance Platform
The Context
When COVID-19 hit, financial uncertainty pushed demand for medical insurance to the surface. By early 2020, 50% of Fi Life's customer chat enquiries were about medical coverage. The market had a clear ceiling: most plans were capped at RM100,000 and none could be purchased entirely online. Fi Life identified the gap and co-created a solution with AXA General Insurance — the first fully digital medical plan in Malaysia claimable up to RM2.1 million annually.
The Challenge
Medical insurance involves layered complexity: underwriting logic, conditional eligibility, document collection, and policy issuance — all of which had to run entirely online for the first time. The challenge was systemising this process and making every step transparent to applicants who had never purchased insurance digitally before.
The Approach
The product team ran a Design Sprint to rapidly investigate pain points and validate the opportunity before committing to build. Research confirmed the gap and surfaced a clear user need the market hadn't addressed.
The design scope was split across the partnership: Fi Life owned the full online application flow and underwriting workbench, leveraging their UW engine to automate eligibility decisions. AXA contributed its existing policy and claims portal on the back end.
Key Design Decisions
End-to-End Online Application
The full purchase journey — from plan selection to policy issuance — completed digitally, with no offline steps or branch visits required.
UW Workbench
An internal underwriting workbench that surfaced applicant data and automated eligibility logic, removing manual review bottlenecks from the process.
Transparent Flow Design
Complex underwriting steps reframed as a clear, guided sequence. Users always knew where they were, what was needed, and why.
Design Sprint Methodology
Sprint-based research compressed discovery, prototyping, and validation into a process that produced a clear strategic recommendation before a line was designed.
The Outcome
Fi Life launched Malaysia's first purely online high-claim medical insurance product — a market first made possible by the AXA partnership and a design process that turned underwriting complexity into a clear, step-by-step experience.
- Launched Malaysia's first fully digital medical insurance claimable up to RM2.1 million annually.
- Addressed a market gap where 50% of customer enquiries were going unanswered by existing products.
- Full online application and UW workbench delivered, enabling policy issuance without manual underwriting intervention.
- Established the AXA partnership as a scalable model for future embedded insurance products within the Fi Life platform.