| Overview
Product Trends Around the World 2025 Q3
This newsletter provides a quarterly summary of recent product developments in life and health insurance around the world based on public information from various sources. We hope you find this edition of the product trends newsletter informative. As always, we welcome your comments, questions, and suggestions. We also thank our colleagues in RGA offices around the world for their contributions to, and insights into, this report.
Othmane Akesbi, Vice President, Global Product Initiatives Hamza Shaiban, Manager, Global Product Initiatives Matt Berkley, Director, Strategic Research Gayathri Ravi Shankar, Manager, Strategic Research
Product Trends
Promoting Inclusivity in Insurance: Product and distribution strategies
O. Akesbi, September 2025.
Aging Demography Creates Opportunities Amid Challenges
J. Ho, August 2025.
Japan’s Retirement Readiness: Balancing health risks and financial security for the future
M. Takahashi, S.Kato, July 2025.
Japan’s Retirement Readiness: Balancing health risks and financial security for the future.
M.Takahashi, S. Kato , July 2025.
3 Major Changes Transforming Group Insurance
H. Deichler, October 2025.
The Forgotten Generation’s Retirement Plan: Q&A with Brittainy Rivers
B. Rivers, T. Blackmore, October 2025.
Video:
Benefits for a Changing Workforce
D.Bédard-Sicé, August 2025.
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©2025, Reinsurance Group of America, Incorporated. All rights reserved. No part of this publication may be reproduced in any form without the prior permission of the publisher. For requests to reproduce in part or entirely, please contact: publications@rgare.com. RGA has made all reasonable efforts to ensure that the information provided in this publication is accurate at the time of inclusion and accepts no liability for any inaccuracies or omissions. None of the information or opinions contained in this publication should be construed as constituting medical advice.
Overview
Regions
Products
Distribution
Value-added services
EMEA
APAC
Americas
In the UK, Tesco and Aviva partnered to launch a new term life insurance product offered to Tesco clients. The plans are available through a fully digital application process on Tesco’s website, and in physical stores across the country, with prices starting at £5 per month. Policy options include standalone life insurance and mortgage protection plans, both of which come with terminal illness coverage at no extra cost. Clients also benefit from exclusive Tesco shopping perks linked to the policy, including up to five digital coupons offering £15 off a total purchase, or £5 off fruits and vegetables, helping policyholders save on everyday purchases. Additionally, policyholders gain access to Aviva DigiCare+, a health and wellbeing app offering services such as virtual consultations, nutritional advice, second medical opinions, and mental health support, at no extra cost.
In Spain, MasOrange, Spain’s largest telecom operator, and Zurich Seguros reached a distribution agreement allowing more than 32 million clients of both companies to benefit from enhanced cross-offerings of insurance and telecommunications products and services. This strategic collaboration enables MasOrange clients to purchase Zurich Seguros policies, including life, health, home, auto, and device protection insurance. MasOrange serves over 30 million clients and will offer Zurich’s insurance products through its network of more than 1,500 stores, as well as digitally.
In Vietnam, MoMo, a leading fintech super app and digital wallet, partnered with Chubb Life Vietnam to launch MoMoCare, a digital medical plan that provides reimbursement for medical expenses, up to VND 5 billion per year, for 37 critical illnesses, including cancer, stroke, heart disease, and kidney failure. The plan allows for an unlimited number of claims over a three-year term, and monthly or annual premium payment options. Users can apply for coverage on the MoMo app, with two health questions and no medical exams.
| Executive summary
| APAC region
Australia
Zurich launches Home Loan Protection with dynamic insurance cover
Hong Kong
AIA Launches GlobalFlexi Savings Insurance Plan
AXA launches one-stop health management solution across Greater Bay Area
Bupa introduces Blua Health Pass to expand affordable coverage
FWD has announced the launch of Imperial Fortune Insurance
FWD launches One&All Medical Insurance Plan
HSBC Life unveils Aspire Prime Indexed Universal Life
HSBC Life unveils HSBC Bright Income Insurance Plan
Transamerica Life Bermuda has launched its Opus One Indexed Universal Life (IUL) policy
YF Life launches a new indexed universal life insurance product
India
Canara HSBC Life Insurance launches SecureInvest
Canara HSBC Life launches EZ Pension Plan
Kotak Mahindra Life has launched Kotak Signature Term Plan
SBI Life Insurance launches Smart Shield Plus
Tata AIA launches Shubh Maha Life with flexible retirement cover
Indonesia
AIA and Bank Central Asia launch protection plan offering annual cash benefits until age 99
Prudential Indonesia launches PRUSmart Plan
Korea
Hanwha Life launches a cancer product in partnership with Need, an AI-powered cancer healthcare firm
Hanwha Life launches inheritance trust to manage life insurance proceeds
Malaysia
FWD & IBPO launch inclusive life cover with loan financing
New Zealand
PPS Mutual receives green light in New Zealand
Philippines
FWD Life rolls out investment-linked plan for HNW clients
Manulife Philippines and Manulife China Bank Life launch Manulife GoalReady investment-linked insurance plan
Pru Life UK unveils PruSteady Income and PruWealth 10 insurance plans in the Philippines
Singlife Philippines introduces Protect from Income Loss (Accidents)
Sun Life Philippines has unveiled Sun Life Save and Protect
Singapore
HSBC Life Singapore has launched enhanced versions of three HNW life insurance products
Prudential launches PRUIndex Income Boost (PIIB) and PRUIndex Lifetime Income (PILI)
Singlife launches Singlife Multipay Critical Illness II
Singlife partners with CapBridge to offer a suite of life and health insurance
Sun Life launches SunBrilliance IUL II and SunBrilliance Indexed Savings
South Korea
Hyundai Marine & Marine Insurance announced the launch of "Golden Time Surgical Comprehensive Insurance"
Sri Lanka
Union Assurance introduces digital health services via its Clicklife App
Thailand
Muang Thai Life launches an app to incentivise fitness among policyholders
Tokio Marine Life Insurance has launched a new health insurance product, Tokio Good Health Prime
Vietnam
MoMo and Chubb Life Vietnam launch critical illness insurance solution
France
APRIL launches a medical product for self-employed individuals
Italy
UniCredit launches My Care Autonomia
Spain
Zurich and MasOrange Seguros reach the largest insurance distribution agreement in Spain
Zurich introduces "Zurich Plus" powered by Onsi for Zurich Corporate Risk
UK
Aviva launches new guaranteed fixed term annuity
Eleos launches a simplified digital term life insurance with wellness perks
Tesco forms partnership with Aviva
| EMEA region
Brazil
Icatu presents life insurance coverage for parents
PicPay launches Assistência Saúde with Icatu and expands insurance hub
| LatAm region
Canada
GreenShield expands women's and men's health offerings with Canada's first personalized Hormonal Health Program
Goose Insurance and Assumption Life partner to digitize whole life insurance distribution
Foresters Financial launches Advantage Max in Canada
Humania Assurance has launched Amoré, an AI-driven life insurance solution
Wawanesa Group partners with Samos Insurance to embed surgical risk and birth coverage into its group benefits
Saskatchewan Blue Cross expands access to virtual care and mental health services for all eligible group benefit plan members
Mexico
AXA Mexico and Grupo Bursátil Mexicano launch Vida Inteligente Life Insurance
USA
Transamerica launches Triple Edge Advantage
Nassau Financial introduced Nassau Athos Annuity
The Standard and Legacy Marketing Group unveil EclipseMark
Corebridge Financial partners with Market Synergy Group to launch Power Select AICO Index Annuity
New York Life launches new accident and health products
Arch Insurance unveils individual supplemental health product
Mutual of Omaha announced the launch of its first fixed index annuity product, Ultra AdvantageSM
Pacific Life introduces Pacific Protector Plus VUL1
Wellabe introduces customizable critical illness insurance in 14 states
NCD Launches AccidentPrime
Prudential Financial launches ActiveIncome Insurance
AllianceBernstein adds Pacific Life as a new Insurer to its multi-insurer lifetime income platform
Voya Financial joins the Workday Wellness Partner Program to enhance employee wellness through AI-powered benefits
Ethos and Origin partner to offer free budgeting and wealth management tools
Sun Life now offers Family Leave Insurance in Massachusetts
Collaboration between the Standard and Benefited to enable employees manage the cost of education
Jackson launches Jackson Income Assurance℠ and Jackson Income Assurance℠ Advisory
MetLife launches cancer support benefit to help employees navigate care options
M Financial Introduces Majestic VUL 25: a solution from John Hancock
Pacific Life launches Pacific Index Foundation® 2 and Pacific Index Income™
Equitable expands suite of registered index-linked annuities
Prudential Financial expands EssentialTerm suite
Crum & Forster launches employer medical gap insurance solution
Empathy launches pet loss support for employers
Grocer Hy-Vee and Oscar launch employer health plan
Overalls partners with 5Star Life Insurance as it launches CoreAssist
Socotra expands relationship with Mutual of Omaha
| Americas
Combo products
Living benefits
Investments
Life
Annuity
Employee benefit
Digital
Alternative distribution
Legacy planning
Wellness
Life
Eleos launches a simplified digital term life insurance with wellness perks
FWD & IBPO launch inclusive life cover with loan financing
Goose Insurance and Assumption Life partner to digitize whole life insurance distribution
Hanwha Life launches inheritance trust to manage life insurance proceeds
Humania Assurance has launched Amoré, an AI-driven life insurance solution
Kotak Mahindra Life has launched Kotak Signature Term Plan
MasOrange and Zurich Seguros reach the largest insurance distribution agreement in Spain
Pacific Life introduces Pacific Protector Plus VUL1
Prudential Financial expands EssentialTerm suite
SBI Life Insurance launches Smart Shield Plus
Singlife partners with CapBridge to offer a suite of life and health insurance
Tesco forms partnership with Aviva
Wawanesa Group partners with Samos Insurance to embed surgical risk and birth coverage into its group benefits
Zurich launches Home Loan Protection with dynamic insurance cover
PPS Mutual receives green light in New Zealand
Annuity
AllianceBernstein adds Pacific Life as a new Insurer to its multi-insurer lifetime income platform
Aviva launches new guaranteed fixed term annuity
Corebridge Financial partners with Market Synergy Group to launch Power Select AICO Index Annuity
Equitable expands suite of registered index-linked annuities
HSBC Life unveils HSBC Bright Income Insurance Plan
Jackson launches Jackson Income Assurance℠ and Jackson Income Assurance℠ Advisory
Mutual of Omaha announced the launch of its first fixed index annuity product, Ultra AdvantageSM
Nassau Financial introduced Nassau Athos Annuity
Pacific Life launches Pacific Index Foundation® 2 and Pacific Index Income™
Prudential Financial launches ActiveIncome Insurance
The Standard and Legacy Marketing Group unveil EclipseMark
Transamerica launches Triple Edge Advantage
Investments
AIA and Bank Central Asia launch protection plan offering annual cash benefits until age 99
AIA Launches GlobalFlexi Savings Insurance Plan
AXA Mexico and Grupo Bursátil Mexicano launch Vida Inteligente Life Insurance
Canara HSBC Life Insurance launches SecureInvest
Canara HSBC Life launches EZ Pension Plan
Foresters Financial launches Advantage Max in Canada
FWD has announced the launch of Imperial Fortune Insurance
FWD Life rolls out investment-linked plan for HNW clients
Goose Insurance and Assumption Life partner to digitize whole life insurance distribution
HSBC Life Singapore has launched enhanced versions of three HNW life insurance products
HSBC Life unveils Aspire Prime Indexed Universal Life
M Financial Introduces Majestic VUL 25: a solution from John Hancock
Manulife Philippines and Manulife China Bank Life launch Manulife GoalReady investment-linked insurance plan
Pru Life UK unveils PruSteady Income and PruWealth 10 insurance plans in the Philippines
Prudential Indonesia launches PRUSmart Plan
Prudential launches PRUIndex Income Boost (PIIB) and PRUIndex Lifetime Income (PILI)
Sun Life launches SunBrilliance IUL II and SunBrilliance Indexed Savings
Sun Life Philippines has unveiled Sun Life Save and Protect
Tata AIA launches Shubh Maha Life with flexible retirement cover
Transamerica Life Bermuda has launched its Opus One Indexed Universal Life (IUL) policy
YF Life launches a new indexed universal life insurance product
Living benefits
Arch Insurance unveils individual supplemental health product
Hanwha Life launches a cancer product in partnership with Need, an AI-powered cancer healthcare firm
HSBC Life unveils HSBC Bright Income Insurance Plan
Muang Thai Life launches an app to incentivise fitness among policyholders
NCD Launches AccidentPrime
New York Life launches new accident and health products
Singlife launches Singlife Multipay Critical Illness II
Singlife Philippines introduces Protect from Income Loss (Accidents)
Sun Life now offers Family Leave Insurance in Massachusetts
UniCredit launches My Care Autonomia
Wellabe introduces customizable critical illness insurance in 14 states
Zurich launches Home Loan Protection with dynamic insurance cover
PPS Mutual receives green light in New Zealand
Socotra expands relationship with Mutual of Omaha
Medical
APRIL launches a medical product for self-employed individuals
Arch Insurance unveils individual supplemental health product
Bupa introduces Blua Health Pass to expand affordable coverage
FWD launches One&All Medical Insurance Plan
GreenShield expands women's and men's health offerings with Canada's first personalized Hormonal Health Program
Hanwha Life launches a cancer product in partnership with Need, an AI-powered cancer healthcare firm
Hyundai Marine & Marine Insurance announced the launch of "Golden Time Surgical Comprehensive Insurance"
MoMo and Chubb Life Vietnam launch critical illness insurance solution
Muang Thai Life launches an app to incentivise fitness among policyholders
New York Life launches new accident and health products
Singlife partners with CapBridge to offer a suite of life and health insurance
Tokio Marine Life Insurance has launched a new health insurance product, Tokio Good Health Prime
Voya Financial joins the Workday Wellness Partner Program to enhance employee wellness through AI-powered benefits
Zurich and MasOrange Seguros reach the largest insurance distribution agreement in Spain
Crum & Forster launches employer medical gap insurance solution
Grocer Hy-Vee and Oscar launch employer health plan
Overalls partners with 5Star Life Insurance as it launches CoreAssist
Socotra expands relationship with Mutual of Omaha
| Products
Wellness
AXA launches one-stop health management solution across Greater Bay Area
Bupa introduces Blua Health Pass to expand affordable coverage
Collaboration between the Standard and Benefited to enable employees manage the cost of education
Eleos launches a simplified digital term life insurance with wellness perks
Ethos and Origin partner to offer free budgeting and wealth management tools
FWD launches One&All Medical Insurance Plan
GreenShield expands women's and men's health offerings with Canada's first personalized Hormonal Health Program
Hanwha Life launches a cancer product in partnership with Need, an AI-powered cancer healthcare firm
MetLife launches cancer support benefit to help employees navigate care options
Muang Thai Life launches an app to incentivise fitness among policyholders
Tata AIA launches Shubh Maha Life with flexible retirement cover
Union Assurance introduces digital health services via its Clicklife App
Empathy launches pet loss support for employers
Grocer Hy-Vee and Oscar launch employer health plan
Overalls partners with 5Star Life Insurance as it launches CoreAssist
Saskatchewan Blue Cross expands access to virtual care and mental health services for all eligible group benefit plan members
Zurich introduces "Zurich Plus" powered by Onsi for Zurich Corporate Risk
| Value-added services
Alternative distribution
AllianceBernstein adds Pacific Life as a new Insurer to its multi-insurer lifetime income platform
AXA Mexico and Grupo Bursátil Mexicano launch Vida Inteligente Life Insurance
FWD & IBPO launch inclusive life cover with loan financing
MasOrange and Zurich Seguros reach the largest insurance distribution agreement in Spain
MoMo and Chubb Life Vietnam launch critical illness insurance solution
Prudential Financial launches ActiveIncome Insurance
Singlife partners with CapBridge to offer a suite of life and health insurance
Tesco forms partnership with Aviva
Voya Financial joins the Workday Wellness Partner Program to enhance employee wellness through AI-powered benefits
Grocer Hy-Vee and Oscar launch employer health plan
Bancassurance
AIA and Bank Central Asia launch protection plan offering annual cash benefits until age 99
Canara HSBC Life Insurance launches SecureInvest
HSBC Life Singapore has launched enhanced versions of three HNW life insurance products
HSBC Life unveils Aspire Prime Indexed Universal Life
HSBC Life unveils HSBC Bright Income Insurance Plan
Manulife Philippines and Manulife China Bank Life launch Manulife GoalReady investment-linked insurance plan
UniCredit launches My Care Autonomia
Digital
Arch Insurance unveils individual supplemental health product
Eleos launches a simplified digital term life insurance with wellness perks
Goose Insurance and Assumption Life partner to digitize whole life insurance distribution
Humania Assurance has launched Amoré, an AI-driven life insurance solution
MoMo and Chubb Life Vietnam launch critical illness insurance solution
SBI Life Insurance launches Smart Shield Plus
Singlife Philippines introduces Protect from Income Loss (Accidents)
Tesco forms partnership with Aviva
Zurich and MasOrange Seguros reach the largest insurance distribution agreement in Spain
Zurich launches Home Loan Protection with dynamic insurance cover
Socotra expands relationship with Mutual of Omaha
Employee benefit
GreenShield expands women's and men's health offerings with Canada's first personalized Hormonal Health Program
MetLife launches cancer support benefit to help employees navigate care options
NCD Launches AccidentPrime
New York Life launches new accident and health products
Sun Life now offers Family Leave Insurance in Massachusetts
Voya Financial joins the Workday Wellness Partner Program to enhance employee wellness through AI-powered benefits
Wawanesa Group partners with Samos Insurance to embed surgical risk and birth coverage into its group benefits
Crum & Forster launches employer medical gap insurance solution
Empathy launches pet loss support for employers
Grocer Hy-Vee and Oscar launch employer health plan
Overalls partners with 5Star Life Insurance as it launches CoreAssist
Saskatchewan Blue Cross expands access to virtual care and mental health services for all eligible group benefit plan members
Zurich introduces "Zurich Plus" powered by Onsi for Zurich Corporate Risk
| Distribution
Medical
Bancassurance
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Surgical risk and birth insurance In Canada, Wawanesa Insurance and insurtech Samos partnered to integrate surgical risk and birth insurance coverage into Wawanesa’s standard group benefits plan. These offerings provide accidental death benefits in the event of death during surgery and birth, respectively.
Financial wellness solutions Insurers continue to embrace a more holistic approach to wellness that includes financial wellbeing. Life insurers in the US are partnering with personal financial management platforms to help their policyholders achieve greater financial stability. In Q3, Ethos, a life insurance technology company, announced a partnership with Origin, an AI-driven personal finance platform. Through this collaboration, Ethos policyholders receive one complimentary year of Origin’s financial management services, including budgeting, financial planning, spending and investments tracking, as well as retirement planning. This is a continuation of the trend highlighted in our Q1 report, with Lincoln Financial’s partnership with Candidly to enhance its financial wellness offerings.
In the third quarter of 2025, life and health insurers worldwide introduced a variety of new offerings, including new death benefits, living benefits, medical insurance, and annuity products in all three major regions: Americas, Asia-Pacific (APAC), and Europe, Middle East, and Africa (EMEA). In Americas and APAC, new offerings also included protection products with a cash value or investment component, such as whole life, universal life, and unit-linked insurance.
Notable product launches include a dynamic mortgage protection product leveraging Open Banking, a digital whole life insurance policy available for purchase on a mobile app, and coverage for accidental death during surgery and birth. Insurers also continued enhancing their offerings by integrating novel value-added services, such as a personal financial management solution and a hormonal health service. Finally, we observed new alternative distribution partnerships with various consumer companies, including a retailer, a telco, and a fintech super app.
Dynamic mortgage protection leveraging Open Banking Zurich Australia launched Home Loan Protection, a dynamic insurance product that leverages Open Banking to obtain a borrower’s mortgage balance, with their consent, and adjusts the sum assured and premiums every month. This ensures that insurance coverage always aligns with the borrower’s mortgage protection needs. The policy provides lump-sum benefits for death or terminal illness and installment payouts during periods of illness or injury up to 18 months and unemployment up to 90 days. It is available online for home loans between AUD$30,000 and AUD$1 million, with no medical underwriting required.
Digitally distributed whole life insurance In Canada, Goose Insurance, a mobile-first insurtech, and Assumption Life partnered to launch a digital whole life insurance product available for purchase on the Goose mobile app. Clients can apply for a policy and receive instant approval using their smartphones. Coverage is available up to CA$750,000, with premiums starting at CA$25 per month. This product illustrates the recent trend of digitization expanding to permanent life insurance, following an earlier wave of digital term offerings. Our Q2 report mentioned other examples in the US, such as the Foresters Financial and Afficiency partnership to digitize the process of obtaining whole life insurance from advisors, as well as the launch of an indexed universal life insurance product on the Amplify digital distribution platform.
Case Study
RGA helped an Australian-based client refresh its group disability offering by adding a women’s health benefit. It addresses various conditions that affect women, including menopause and premenstrual dysphoric disorder. Learn more about how to partner with RGA to develop products that give your business a competitive advantage.
Hormonal health value-added service In Canada, GreenShield, a health insurance company, introduced its Hormonal Health program, a personalized initiative designed to support employees in understanding and managing the impact of hormone levels on their overall health. The program supports both women and men, addressing the effects of perimenopause, the transitional phase before menopause, and menopause in women, as well as andropause, the gradual decline in testosterone and other hormones in aging men. Offered to group health members at no extra cost, the program includes comprehensive hormonal screening through lab-based bloodwork, followed by a customized care plan that may involve lifestyle adjustments, nutritional guidance, supplements, or medication.
Alternative distribution We continue to see life and health insurers forging new distribution partnerships to expand their reach beyond traditional agent, broker, and bancassurance channels.
These product launches illustrate product development trends observed in Q3 2025, showcasing recent innovations in benefit design, value-added services, and distribution approaches catering to diverse client segments and needs.
The alternative distribution landscape is evolving rapidly and insurers can only realize its full potential if they are aware of the breadth of alternative distribution channels available and understand the range of approaches they can use to unlock the value of partnerships.
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