| Overview
Product Trends Around the World Q2 2026
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
Video: Selling Simplicity in Insurance
P. Hovard, May 2026.
South Korea Market Profile: Mature, yet much to be achieved
M. Shin, April 2026.
Brewed for Speed and Simplicity: Simplified issue, to go
R. Hultzer, X. Shen, April 2026.
Aligning Value: The case for enhanced annuities in the U.S. market
K. Politte, June 2026.
From Complexity to Confidence: Applying behavioral science to annuity decisions S. Chen, L. Lubczanski, R. Cruz, P. Hovard
June 2026.
Rethinking Protection for a Longevity Society
Dr. S. Zhao, Q. Choi, May 2026.
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©2026, 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
| Executive summary
| APAC
Australia
AMP launches a new solution to boost retirees’ income and fund their home care
Colonial First State expands retirement income solutions via partnerships with Challenger, Generation Life and BlackRock
China
China Continent Insurance and MSH Wanxinhe launch high-net-worth medical insurance product in China
Fosun United Health Insurance launches Kangle Yisheng critical illness insurance plan
ICBC-AXA Life Insurance launches Yuxiang Life 2.0 endowment plan with attached critical illness cover
Junlong Life Insurance launches Xiao Qinglong No. 8 Plan D critical illness product
Junlong Life launches Super Mary 16 critical illness insurance plan
Ping An Health launches eShengBao Family Plan medical insurance in China
ZhongAn Online P&C Insurance enhanced Zhongminbao Million Medical Insurance plan
Hong Kong
AIA Hong Kong launches Wealth Flexi Savings Insurance Plan
AXA launches insurance and wealth platform for HNWIs in Hong Kong
Bupa Hong Kong launches the Bupa Care Bridge health insurance scheme designed for cross‑border healthcare coverage between Hong Kong and Mainland China
CTF Life launches MyWealth Beyond Savings Insurance Plan for long-term wealth accumulation and legacy planning
CTF Life launches Shiny Treasure, an indexed universal life insurance plan for professional investors
China Life and Newwind Medical enter strategic cooperation to expand health coverage in Hong Kong
China Life partners with CUHK medical centre to launch comprehensive medical services in Hong Kong
Chubb Life HK enhances MyLegacy V savings plan with a new 3-year-pay option
FWD launches Glorious Fortune Longevity II insurance plan in Hong Kong
Hong Kong Life launches Wealth Accelerator Premier, a multi-currency insurance plan for HNW multi-generational legacy planning
Manulife launches GoldenStart Whole Life Immediate Annuity Insurance Plan
Manulife launches Thankful Care Personal Accident Insurance Plan
Prudential and Union Hospital expand oncology network with new Union Oncology Centre in Hong Kong
India
ABSLI launches Anmol Akshaya, a participating savings plan with child-education payouts and women-focused health benefits
Aditya Birla Sun Life Insurance launches ABSLI Akshaya Plan
Aditya Birla launches Activ Yuva health plan with premium discounts for healthy lifestyle behaviours
Bajaj General Insurance launches My Health Care Plan EDGE+ with coverage up to INR 5 crore
Canara HSBC Life Insurance launches Promise4Wealth, a market‑linked savings plan
ICICI Prudential Life launches ICICI Pru Signature Secure
LIC launches New Jeevan Sathi Single Premium and Limited Premium, two joint life savings plans
PNB MetLife launches guaranteed income insurance plan with fixed payouts
Pramerica Life offers ULIP plans for market-linked life insurance savings
Shriram General Insurance enters the indemnity health insurance market with Shri Health Suraksha Insurance
Tata AIA introduces a student debt shield plan to help protect families from education loan repayment burdens
Tata AIA launches Shubh Flexi Pension Plan, a retirement solution combining guaranteed lifelong income with market-linked growth
Tata AIA launches cancer income protection cover to address income gap during treatment
Indonesia
AIA Indonesia launches AIA Signature Legacy cross-generational legacy planning solution
Allianz launches Allianz Preferred Medical and AlliSya Preferred Medical health insurance plans in Indonesia
Chubb Life Indonesia launches My Critical Illness Protection
Chubb Life Indonesia launches My Prime Term Protection – Plan Series with Essential and Advance term life options
Igloo partners with Chubb Life to distribute life insurance products in Vietnam and Indonesia
Japan
Nippon Life launches Pitaho, a treatment-support insurance product that ties payouts to actual treatment costs
Nissay Wealth Life launches LongDream NEXT whole life insurance plan in Japan
Nissay Wealth Life launches Mirai no Fuseki whole life insurance plan via Resona Group banks in Japan
Rakuten Life and Rakuten Card launch Super Whole Life Insurance short-term payment plan in Japan
Malaysia
AIA Malaysia launches AIA Infinite to strengthen high-net-worth insurance proposition
Manulife Malaysia launches MultiCI Enrich, a critical illness rider covering 188 conditions
Prudential Malaysia and UOB launch PRUPrime Gain, a savings plan combining guaranteed returns with global-equity exposure
RHB launches bancassurance and bancatakaful insurance solutions in Malaysia
New Zealand
AIA NZ launches market-first Severe Trauma cover for employers
Automobile Association (AA) Life introduces new living cover range in NZ
Chubb Life New Zealand introduces Life Lens, a facial-scan underwriting tool for faster life insurance applications
Philippines
AIA Philippines launches new multi-claim critical illness plan with flexible health coverage
Ayos launches a health card with immediate coverage upon activation
Manulife Philippines and Manulife China Bank Life launch GoalReady for Health bancassurance plan
MediCard’s new emergency care plan targets gig economy workers
Singlife's 100 in 1 Medical Plan now on Asia United Bank (AUB) apps
Sun Life Philippines launches Sun Life Premier Legacy for the high-net-worth market
Singapore
AIA Singapore launches "Protect 3" as part of its 95th anniversary offering
CapBridge collaborates with Sun Life Singapore to distribute SunBrilliance insurance solutions to high-net-worth clients and family offices
HSBC Life Singapore launches Prestige Circle, a private client programme focused on legacy, lifestyle and longevity support
Prudential Singapore launches the PRUExtra Care rider series with lower premiums and added critical illness and retrenchment benefits
South Korea
Hanwha Life launches Dementia Care Plus Insurance covering dementia, long-term care and retirement planning
KB Life launches KB Just Right 0540 Health Insurance for customers aged 5 to 40
Kyobo Life launches Grandchild Love health and whole life insurance
Kyobo Life launches 'hybrid underwriting' health insurance for customers with pre-existing conditions
Kyobo Life launches insurance plan that converts premiums into retirement income
Taiwan
Taiwan Life launches dual medical health insurance plans with coverage to age 99
Thailand
Bangkok Bank offers the Gain1st Savings Flexi Care 12/6 bancassurance product
Krungthai-AXA launches Global Savings Plus 25/5, an index-linked endowment product
Krungthai-AXA launches WealthPlus Ready 90/8 savings and protection plan in Thailand
Muang Thai Life launches D Health Lite medical insurance plan in Thailand
Vietnam
Igloo partners with Chubb Life to distribute life insurance products in Vietnam and Indonesia
France
CNP Assurances and Lucya facilitate access to online life insurance with the Lucya CNP contract
L'Alliance Mutualiste launches three individual health insurance offers under Essenza, Nobelia and Plurima
Germany
Nürnberger revamps their occupational-disability insurance
SDK funds access to Clue's period-tracking app for members
Italy
Zurich Italia and Agos launch embedded term life protection for pension-backed loans
Kenya
Britam introduces a new whole life insurance plan
South Africa
Fedhealth launches a new medical-aid option range (sureFEDEssential / sureFEDPlus)
Metropolitan launches flexible funeral insurance plan for changing income levels
Momentum Medical Scheme offers Hello Doctor+, a 24/7 medical advice and telehealth service for members
smartQare and Cuviva partner with Discovery Health to support Discovery Care at Home in South Africa with remote monitoring and care coordination technology
Spain
MAPFRE launches Dividendo Vida II, a unit-linked savings insurance product invested in Spanish dividend-paying stocks
Occident offers Capital, a life savings insurance plan with guaranteed short- and medium-term returns
PSN launches Ahorro Inteligente, a savings-life policy
UAE
Manulife launches Takaful Wealth Protection and Legacy Solution as demand grows for Islamic wealth transfer and intergenerational planning
United Kingdom
Aviva expands partnership with Tesco to offer critical illness protection
Aviva expands ChatGPT app to life insurance applications
Beagle Street enters the UK intermediary market with life and entry-level critical illness cover
Bupa and YuLife launch a workplace cash plan focused on employee health benefits
Guardian launches lower-cost Critical Illness Essentials and Combined Life and Critical Illness Essentials cover
MetLife UK adds virtual physio for individual protection customers
SunLife UK offers travel insurance with single-trip and annual multi-trip options
Vitality launches early intervention children's mental health proposition
Zurich partners with Empathy to offer bereavement and loss support to retail protection customers and corporate risk employees
Zurich UK rolls out a free 24/7 virtual GP service for Club Blue brokers
| EMEA
Brazil
Bradesco Seguros launches education insurance
Bradesco Seguros launches 'Proteção a Dois', a simplified joint-life product for two related people with funeral and second-opinion services
EZZE Seguros launches Seguro 10
Mapfre adds a health-assistance / telemedicine VAS layer to its individual life insurance
MetLife Brazil launches Vida Total Legado, an insurance policy focused on business succession planning
PagBank launches Seguro Perda de Renda, an income protection insurance product covering involuntary unemployment or temporary disability
Prudential and Mercado Pago launched a product that helps with paying for basic expenses
Prudential do Brasil joins IGP's network to grow multinational employee-benefits group life
Unimed Odonto opens its aligner/orthodontia dental plans to the SME employee-benefits segment
Canada
Beneva rolls out new initiatives to support individuals living with cancer
BMO Insurance launches a health and dental coverage plan in partnership with GreenShield
Combined Insurance offers Cancer Protector, a cancer insurance product that pays cash benefits during treatment
Foresters Financial expands simplified issue underwriting, offering up to $500,000 with no-medicals for applicants with prior health conditions
Manulife Wealth & Asset Management launches exclusive wellness offers (incl. Galleri screening) for Canadian retirement and wealth clients
MetLife adds an annuity cancellation option to its MetLife Guaranteed Income Program
MyChoice launches an insurance shopping app on ChatGPT for auto and life insurance in Canada
Sun Life Essentials™ brings workplace savings plans to Canadian small and medium-sized employers
ivari and Maple announced expansion of their existing partnership
Colombia
Allianz Colombia offers free mental health support through its ongoing corporate social responsibility initiative called "De tu lado Colombia"
Mexico
Prudential Mexico launches Contigo 50+ medical plan
United States
Allianz Life publishes crediting rates for its Accumulation Advantage 5 fixed index annuity
AuguStar Life expands its product suite with enhanced living benefits features
Corebridge enhances its Max Accumulator+ III IUL with new index strategies and improved cash-value design
eHealth adds Final Expense life insurance plans to support end-of-life financial planning
Ethos collaborates with Liberty Mutual to offer a digital-first life insurance experience
Ethos launches a ChatGPT app
Guardian partners with XP Health to add a digital-first vision care option to its benefits offering
Heartland National launches the Secure Rate Pro MYGA series with guaranteed rates
Jackson offers the Market Link Pro Suite of registered index-linked annuities
John Hancock launches an enhanced Protection VUL pairing living-benefit riders with Vitality wellness rewards
Knighthead Life enters U.S. fixed indexed annuity market
MassMutual Ascend launches the Legacy Ascender optional death-benefit rider on its fixed-indexed annuities businesswire
MassMutual launches the Living Well Rider, adding Galleri cancer screening and other wellness tools to eligible whole life policies
Midland National launches first fee-based MYGA with ADL benefit rider, expanding solutions built for RIAs
Pacific Life offers Pacific Admiral VUL, a variable universal life insurance product with a streamlined investment lineup
Prosperity Life Group launches the Prosperity PathWay FIA series with curated allocation options and protected lifetime income
Prudential Retirement launches the Elevate product suite for the IMO channel
Sun Life introduces Kid Smile Complete and expands Lifetime of Smiles to support family dental health and prevention
Sun Life U.S. partners with Medzown to widen member access to clinical trials for cancer and complex diseases sunlife
Symetra partners with PlanSource to streamline workforce benefits administration
The Standard introduces Thrive Plus, a fixed index annuity with optional bonus and legacy features
Transamerica launches TSIA Income, a registered index-linked annuity focused on protected lifetime income
WoodmenLife launches final expense life insurance offering
| Americas
Combo products
Living benefits
Life + investment
Life
Annuity
Employee benefits
Digital
Alternative distribution
Legacy planning
Wellness
Life
Aviva expands ChatGPT app to life insurance applications
Bradesco Seguros launches 'Proteção a Dois', a simplified joint-life product for two related people with funeral and second-opinion services
Bradesco Seguros launches education insurance
Chubb Life Indonesia launches My Prime Term Protection – Plan Series with Essential and Advance term life options
Chubb Life New Zealand introduces Life Lens, a facial-scan underwriting tool for faster life insurance applications
eHealth adds Final Expense life insurance plans to support end-of-life financial planning
Ethos collaborates with Liberty Mutual to offer a digital-first life insurance experience
Ethos launches a ChatGPT app
Foresters Financial expands simplified issue underwriting, offering up to $500,000 with no-medicals for applicants with prior health conditions
Igloo partners with Chubb Life to distribute life insurance products in Vietnam and Indonesia
Kyobo Life launches 'Grandchild Love' health and whole life insurance
Mapfre adds a health-assistance / telemedicine VAS layer to its individual life insurance
MassMutual launches the Living Well Rider, adding Galleri cancer screening and other wellness tools to eligible whole life policies
MetLife Brazil launches Vida Total Legado an insurance policy focused on business succession planning
Metropolitan launches flexible funeral insurance plan for changing income levels
MyChoice launches an insurance shopping app on ChatGPT for auto and life insurance in Canada
PagBank launches Seguro Perda de Renda, an income protection insurance product covering involuntary unemployment or temporary disability
Prudential and Mercado Pago launched a product that helps with paying for basic expenses
Prudential do Brasil joins IGP's network to grow multinational employee-benefits group life
Rakuten Life and Rakuten Card launch Super Whole Life Insurance short-term payment plan in Japan
Symetra partners with PlanSource to streamline workforce benefits administration
Tata AIA introduces a student debt shield plan to help protect families from education loan repayment burdens
WoodmenLife launches final expense life insurance offering
Zurich Italia and Agos launch embedded term life protection for pension-backed loans
Zurich partners with Empathy to offer bereavement and loss support to retail protection customers and corporate risk employees
Living benefits
AIA NZ launches market-first Severe Trauma cover for employers
AIA Philippines launches new multi-claim critical illness plan with flexible health coverage
AIA Singapore launches "Protect 3" as part of its 95th anniversary offering
AuguStar Life expands its product suite with enhanced living benefits features
Automobile Association (AA) Life introduces new living cover range in NZ
Aviva expands partnership with Tesco to offer critical illness protection
Aviva and Tesco announce a partnership to offer life insurance products
Beagle Street enters the UK intermediary market with life and entry-level critical illness cover
Britam introduces a new whole life insurance plan
Chubb Life Indonesia launches My Critical Illness Protection
Combined Insurance offers Cancer Protector, a cancer insurance product that pays cash benefits during treatment
EZZE Seguros launches Seguro 10
Fosun United Health Insurance launches Kangle Yisheng critical illness insurance plan
Guardian launches lower-cost Critical Illness Essentials and Combined Life and Critical Illness Essentials cover
Guardian partners with XP Health to add a digital-first vision care option to its benefits offering
Hanwha Life launches Dementia Care Plus Insurance covering dementia, long-term care and retirement planning
ICBC-AXA Life Insurance launches Yuxiang Life 2.0 endowment plan with attached critical illness cover
Junlong Life Insurance launches Xiao Qinglong No. 8 Plan D critical illness product
Junlong Life launches Super Mary 16 critical illness insurance plan
KB Life launches KB Just Right 0540 Health Insurance for customers aged 5 to 40
Kyobo Life launches Grandchild Love health and whole life insurance
L'Alliance Mutualiste launches three individual health insurance offers under Essenza, Nobelia and Plurima
Manulife launches Thankful Care Personal Accident Insurance Plan
Manulife Malaysia launches MultiCI Enrich, a critical illness rider covering 188 conditions
Manulife Philippines and Manulife China Bank Life launch GoalReady for Health bancassurance plan
MetLife UK adds virtual physio for individual protection customers
Nürnberger revamps their occupational-disability insurance
PagBank launches Seguro Perda de Renda, an income protection insurance product covering involuntary unemployment or temporary disability
Prudential Mexico launches Contigo 50+ medical plan
Prudential and Mercado Pago launched a product that helps with paying for basic expenses
Rakuten Life and Rakuten Card launch Super Whole Life Insurance short-term payment plan in Japan
Symetra partners with PlanSource to streamline workforce benefits administration
Tata AIA launches cancer income protection cover to address income gap during treatment
Medical
Aditya Birla launches Activ Yuva health plan with premium discounts for healthy lifestyle behaviours
Allianz launches Allianz Preferred Medical and AlliSya Preferred Medical health insurance plans in Indonesia
Ayos launches a health card with immediate coverage upon activation
Bangkok Bank offers the Gain1st Savings Flexi Care 12/6 bancassurance product
Beneva rolls out new initiatives to support individuals living with cancer
BMO Insurance launches a health and dental coverage plan in partnership with GreenShield
Bajaj General Insurance launches My Health Care Plan EDGE+ with coverage up to INR 5 crore
Bupa and YuLife launch a workplace cash plan focused on employee health benefits
Bupa Hong Kong launches the Bupa Care Bridge health insurance scheme designed for cross‑border healthcare coverage between Hong Kong and Mainland China
China Continent Insurance and MSH Wanxinhe launch high-net-worth medical insurance product in China
China Life and Newwind Medical enter strategic cooperation to expand health coverage in Hong Kong
China Life partners with CUHK medical centre to launch comprehensive medical services in Hong Kong
Combined Insurance offers Cancer Protector, a cancer insurance product that pays cash benefits during treatment
Fedhealth launches a new medical-aid option range (sureFEDEssential / sureFEDPlus)
Kyobo Life launches 'hybrid underwriting' health insurance for customers with pre-existing conditions
L'Alliance Mutualiste launches three individual health insurance offers under Essenza, Nobelia and Plurima
MediCard’s new emergency care plan targets gig economy workers
Momentum Medical Scheme offers Hello Doctor+, a 24/7 medical advice and telehealth service for members
Muang Thai Life launches D Health Lite medical insurance plan in Thailand
Nippon Life launches Pitaho, a treatment-support insurance product that ties payouts to actual treatment costs
Ping An Health launches eShengBao Family Plan medical insurance in China
Prudential Singapore launches the PRUExtra Care rider series with lower premiums and added critical illness and retrenchment benefits
Prudential and Union Hospital expand oncology network with new Union Oncology Centre in Hong Kong
SDK funds access to Clue's period-tracking app for members
Shriram General Insurance enters the indemnity health insurance market with Shri Health Suraksha Insurance
Singlife's 100 in 1 Medical Plan now on Asia United Bank (AUB) apps
smartQare and Cuviva partner with Discovery Health to support Discovery Care at Home in South Africa with remote monitoring and care coordination technology
Sun Life introduces Kid Smile Complete and expands Lifetime of Smiles to support family dental health and prevention
Sun Life U.S. partners with Medzown to widen member access to clinical trials for cancer and complex diseases sunlife
SunLife UK offers travel insurance with single-trip and annual multi-trip options
Taiwan Life launches dual medical health insurance plans with coverage to age 99
Unimed Odonto opens its aligner/orthodontia dental plans to the SME employee-benefits segment
ZhongAn Online P&C Insurance enhanced Zhongminbao Million Medical Insurance plan
Vitality launches early intervention children's mental health proposition
Life + investments
ABSLI launches Anmol Akshaya, a participating savings plan with child-education payouts and women-focused health benefits
AIA Hong Kong launches Wealth Flexi Savings Insurance Plan
AIA Indonesia launches AIA Signature Legacy cross-generational legacy planning solution
AIA Malaysia launches AIA Infinite to strengthen high-net-worth insurance proposition
AXA launches insurance and wealth platform for HNWIs in Hong Kong
Aditya Birla Sun Life Insurance launches ABSLI Akshaya Plan
Bangkok Bank offers the Gain1st Savings Flexi Care 12/6 bancassurance product
Britam introduces a new whole life insurance plan
CNP Assurances and Lucya facilitate access to online life insurance with the Lucya CNP contract
CTF Life launches MyWealth Beyond Savings Insurance Plan for long-term wealth accumulation and legacy planning
CTF Life launches Shiny Treasure, an indexed universal life insurance plan for professional investors
Canara HSBC Life Insurance launches Promise4Wealth, a market‑linked savings plan
CapBridge collaborates with Sun Life Singapore to distribute SunBrilliance insurance solutions to high-net-worth clients and family offices
Chubb Life HK enhances MyLegacy V savings plan with a new 3-year-pay option
Corebridge enhances its Max Accumulator+ III IUL with new index strategies and improved cash-value design
FWD launches Glorious Fortune Longevity II insurance plan in Hong Kong
Hong Kong Life launches Wealth Accelerator Premier, a multi-currency insurance plan for HNW multi-generational legacy planning
HSBC Life Singapore launches Prestige Circle, a private client programme focused on legacy, lifestyle and longevity support
ICBC-AXA Life Insurance launches Yuxiang Life 2.0 endowment plan with attached critical illness cover
ICICI Prudential Life launches ICICI Pru Signature Secure
John Hancock launches an enhanced Protection VUL pairing living-benefit riders with Vitality wellness rewards
Krungthai-AXA launches Global Savings Plus 25/5, an index-linked endowment product
Krungthai-AXA launches WealthPlus Ready 90/8 savings and protection plan in Thailand
Kyobo Life launches insurance plan that converts premiums into retirement income
LIC launches New Jeevan Sathi Single Premium and Limited Premium, two joint life savings plans
Manulife Philippines and Manulife China Bank Life launch GoalReady for Health bancassurance plan
Manulife Wealth & Asset Management launches exclusive wellness offers (incl. Galleri screening) for Canadian retirement and wealth clients
Manulife launches Takaful Wealth Protection and Legacy Solution as demand grows for Islamic wealth transfer and intergenerational planning
Nissay Wealth Life launches LongDream NEXT whole life insurance plan in Japan
Nissay Wealth Life launches Mirai no Fuseki whole life insurance plan via Resona Group banks in Japan
MAPFRE launches Dividendo Vida II, a unit-linked savings insurance product invested in Spanish dividend-paying stocks
Occident offers Capital, a life savings insurance plan with guaranteed short- and medium-term returns
PNB MetLife launches guaranteed income insurance plan with fixed payouts
PSN launches Ahorro Inteligente, a savings-life policy
Pacific Life offers Pacific Admiral VUL, a variable universal life insurance product with a streamlined investment lineup
Pramerica Life offers ULIP plans for market-linked life insurance savings
Prudential Malaysia and UOB launch PRUPrime Gain, a savings plan combining guaranteed returns with global-equity exposure
RHB launches bancassurance and bancatakaful insurance solutions in Malaysia
Sun Life Essentials™ brings workplace savings plans to Canadian small and medium-sized employers
Sun Life Philippines launches Sun Life Premier Legacy for the high-net-worth market
Annuity
AMP launches a new solution to boost retirees’ income and fund their home care
Allianz Life publishes crediting rates for its Accumulation Advantage 5 fixed index annuity
Colonial First State expands retirement income solutions via partnerships with Challenger, Generation Life and BlackRock
Hanwha Life launches Dementia Care Plus Insurance covering dementia, long-term care and retirement planning
Heartland National launches the Secure Rate Pro MYGA series with guaranteed rates
Jackson offers the Market Link Pro Suite of registered index-linked annuities
Knighthead Life enters U.S. fixed indexed annuity market
Manulife launches GoldenStart Whole Life Immediate Annuity Insurance Plan
MassMutual Ascend launches the Legacy Ascender optional death-benefit rider on its fixed-indexed annuities businesswire
MetLife adds an annuity cancellation option to its MetLife Guaranteed Income Program
Midland National launches first fee-based MYGA with ADL benefit rider, expanding solutions built for RIAs
Prosperity Life Group launches the Prosperity PathWay FIA series with curated allocation options and protected lifetime income
Prudential Retirement launches the Elevate product suite for the IMO channel
Tata AIA launches Shubh Flexi Pension Plan, a retirement solution combining guaranteed lifelong income with market-linked growth
The Standard introduces Thrive Plus, a fixed index annuity with optional bonus and legacy features
Transamerica launches TSIA Income, a registered index-linked annuity focused on protected lifetime income
| Products
Wellness
ABSLI launches Anmol Akshaya, a participating savings plan with child-education payouts and women-focused health benefits
AIA Philippines launches new multi-claim critical illness plan with flexible health coverage
Allianz Colombia offers free mental health support through its ongoing corporate social responsibility initiative called "De tu lado Colombia"
Aviva expands partnership with Tesco to offer critical illness protection
Beagle Street enters the UK intermediary market with life and entry-level critical illness cover
Beneva rolls out new initiatives to support individuals living with cancer
Bradesco launches 'Proteção a Dois', a simplified joint-life product for two related people with funeral and second-opinion services
Bupa and YuLife launch a workplace cash plan focused on employee health benefits
Bupa Hong Kong launches the Bupa Care Bridge health insurance scheme designed for cross‑border healthcare coverage between Hong Kong and Mainland China
John Hancock launches an enhanced Protection VUL pairing living-benefit riders with Vitality wellness rewards
Manulife Malaysia launches MultiCI Enrich, a critical illness rider covering 188 conditions
Manulife Wealth & Asset Management launches exclusive wellness offers (incl. Galleri screening) for Canadian retirement and wealth clients
Mapfre adds a health-assistance / telemedicine VAS layer to its individual life insurance
MassMutual launches the Living Well Rider, adding Galleri cancer screening and other wellness tools to eligible whole life policies
Momentum Medical Scheme offers Hello Doctor+, a 24/7 medical advice and telehealth service for members
Nürnberger revamps their occupational-disability insurance
Prudential do Brasil joins IGP's network to grow multinational employee-benefits group life
SDK funds access to Clue's period-tracking app for members
smartQare and Cuviva partner with Discovery Health to support Discovery Care at Home in South Africa with remote monitoring and care coordination technology
Sun Life U.S. partners with Medzown to widen member access to clinical trials for cancer and complex diseases Sunlife
Vitality launches early intervention children's mental health proposition
Zurich partners with Empathy to offer bereavement and loss support to retail protection customers and corporate risk employees
Zurich UK rolls out a free 24/7 virtual GP service for Club Blue brokers
| Value-added services
Alternative distribution
Automobile Association (AA) Life introduces new living cover range in NZ
Aviva expands partnership with Tesco to offer critical illness protection
Aviva expands ChatGPT app to life insurance applications
CapBridge collaborates with Sun Life Singapore to distribute SunBrilliance insurance solutions to high-net-worth clients and family offices
Chubb Life New Zealand introduces Life Lens, a facial-scan underwriting tool for faster life insurance applications
Ethos launches a ChatGPT app
MyChoice launches an insurance shopping app on ChatGPT for auto and life insurance in Canada
Prudential and Mercado Pago launched a product that helps with paying for basic expenses
Zurich Italia and Agos launch embedded term life protection for pension-backed loans
Bancassurance
Bangkok Bank offers the Gain1st Savings Flexi Care 12/6 bancassurance product
Canara HSBC Life Insurance launches Promise4Wealth, a market‑linked savings plan
Hong Kong Life launches Wealth Accelerator Premier, a multi-currency insurance plan for HNW multi-generational legacy planning
HSBC Life Singapore launches Prestige Circle, a private client programme focused on legacy, lifestyle and longevity support
ICBC-AXA Life Insurance launches Yuxiang Life 2.0 endowment plan with attached critical illness cover
Krungthai-AXA launches Global Savings Plus 25/5, an index-linked endowment product
Krungthai-AXA launches WealthPlus Ready 90/8 savings and protection plan in Thailand
Manulife Philippines and Manulife China Bank Life launch GoalReady for Health bancassurance plan
Nissay Wealth Life launches Mirai no Fuseki whole life insurance plan via Resona Group banks in Japan
PagBank launches Seguro Perda de Renda, an income protection insurance product covering involuntary unemployment or temporary disability
Prudential Malaysia and UOB launch PRUPrime Gain, a savings plan combining guaranteed returns with global-equity exposure
RHB launches bancassurance and bancatakaful insurance solutions in Malaysia
Singlife's 100 in 1 Medical Plan now on Asia United Bank (AUB) apps
Symetra partners with PlanSource to streamline workforce benefits administration
Unimed Odonto opens its aligner/orthodontia dental plans to the SME employee-benefits segment
Digital
AXA launches insurance and wealth platform for HNWIs in Hong Kong
Aditya Birla Sun Life Insurance launches ABSLI Akshaya Plan
Bajaj General Insurance launches My Health Care Plan EDGE+ with coverage up to INR 5 crore
Aviva expands ChatGPT app to life insurance applications
CNP Assurances and Lucya facilitate access to online life insurance with the Lucya CNP contract
Ethos collaborates with Liberty Mutual to offer a digital-first life insurance experience
Fosun United Health Insurance launches Kangle Yisheng critical illness insurance plan
Igloo partners with Chubb Life to distribute life insurance products in Vietnam and Indonesia
Junlong Life Insurance launches Xiao Qinglong No. 8 Plan D critical illness product
Metropolitan launches flexible funeral insurance plan for changing income levels
MediCard’s new emergency care plan targets gig economy workers
PagBank launches Seguro Perda de Renda, an income protection insurance product covering involuntary unemployment or temporary disability
Ping An Health launches eShengBao Family Plan medical insurance in China
Symetra partners with PlanSource to streamline workforce benefits administration
ZhongAn Online P&C Insurance launches Zhongminbao Million Medical Insurance plan
Employee benefits
AIA NZ launches market-first Severe Trauma cover for employers
Beneva rolls out new initiatives to support individuals living with cancer
Bupa and YuLife launch a workplace cash plan focused on employee health benefits
Manulife Wealth & Asset Management launches exclusive wellness offers (incl. Galleri screening) for Canadian retirement and wealth clients
MetLife adds an annuity cancellation option to its MetLife Guaranteed Income Program
Prudential do Brasil joins IGP's network to grow multinational employee-benefits group life
Sun Life Essentials™ brings workplace savings plans to Canadian small and medium-sized employers
Sun Life introduces Kid Smile Complete and expands Lifetime of Smiles to support family dental health and prevention
Sun Life U.S. partners with Medzown to widen member access to clinical trials for cancer and complex diseases Sunlife
Symetra partners with PlanSource to streamline workforce benefits administration
Unimed Odonto opens its aligner/orthodontia dental plans to the SME employee-benefits segment
Vitality launches early intervention children's mental health proposition
| Distribution
Medical
Bancassurance
In the second quarter of 2026, life and health insurers launched new products featuring a wide range of benefits – including death benefits, living benefits, and medical insurance coverage – in all three major regions: Americas, Asia Pacific (APAC), and Europe, Middle East, and Africa (EMEA). New offerings included both pure protection products and insurance products that combine protection with a cash value or investment component, such as whole life, universal life, and unit-linked insurance.
This summary describes select products launched during this time, highlighting interesting new developments as well as themes where we have observed increased market activity recently. These include AI-enabled solutions, such as leveraging GenAI to support life insurance shopping and quoting, and a smartphone-based risk assessment tool to streamline underwriting journeys. Insurers also introduced wellness offerings, such as access to care-at-home monitoring via wearables, reproductive health and mental health apps, early cancer detection, pharmacogenomics, genetic risk assessments, and dementia screening. Lifetime income offerings continued to evolve, incorporating features such as temporary income uplifts to support home care needs. Insurers are also expanding accessibility of health products for customers with pre-existing conditions. New products also introduced alternative premium structures, including flexible premium payments for customers with inconsistent income patterns, and a medical insurance product with a rate guarantee option that locks in premiums at entry age until a claim is made. Insurers also continued digitizing permanent life insurance products and expanding distribution partnerships beyond traditional channels.
AI‑enabled solutions
Ethos, a life insurance technology company in the U.S., launched a ChatGPT-powered app that offers users a premium estimate for term life insurance after answering five questions. Customers can interact conversationally in ChatGPT to explore and compare options, refine their quote, and proceed to Ethos’ website to finalize their rate. Users can get coverage up to US$3 million with no medical exam required.1
A similar initiative also emerged in the UK, where Aviva launched a ChatGPT app for home insurance, then expanded its scope to include life insurance.2
In Canada, MyChoice, an online insurance comparison and quoting platform, launched an insurance app in ChatGPT, allowing users to compare auto and life coverage through a conversational interface. Customers can continue the process through MyChoice’s existing digital platform to finalize their quote and connect with a broker.3
Chubb Life New Zealand introduced Life Lens, an innovative pre-underwriting tool that evaluates a customer’s risk profile through a facial scan captured via a smartphone camera, using remote photoplethysmography (rPPG) technology. Customers aged 18–60 applying for Assurance Extra life or trauma cover can use Life Lens to fast track their application. Once the customer completes their scan, the system determines the applicable question set (fast track, tailored, or traditional), without sharing scan results with the insurer or the adviser. To protect customer privacy, no facial images or records are stored; Chubb Life receives data tables summarizing scan results, which are automatically deleted from its cloud system after 30 days. The tool is optional, allowing customers to use the standard application if they prefer.4
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Wellness offerings
In South Africa, Discovery Health, in collaboration with smartQare, Cuviva, and AIRO Health Care, introduced an advanced health monitoring solution for medical scheme members who require continuous remote monitoring and are enrolled in the Discovery Care at Home program. The partnership integrates smartQare’s viQtor, a medical-grade upper arm wearable biosensor device, with Cuviva’s platform. The viQtor device tracks vital signs such as heart rate, oxygen saturation, and activity levels, and transmits real-time health data directly to the Cuviva platform where clinicians can monitor, analyze, and respond promptly through a secure dashboard.5 Airo Health Care serves as the local implementation partner of the collaboration in South Africa.
In Germany, SDK, a private health insurer, partnered with Clue, a science-based period and reproductive health app, which helps women track their full reproductive journey, spanning period tracking, fertility, pregnancy, and perimenopause, and provides advanced insights and education. Under the arrangement, SDK funds access to Clue Plus, Clue’s premium subscription, for policyholders at no extra cost.6
Empathy partnered with Zurich in the UK to offer Empathy Loss Support, a service designed to provide compassionate guidance to Zurich customers and their family members. Through this partnership, Zurich’s individual life, group life, income protection, and critical illness (CI) insurance policyholders gain access to the service. It also includes access to Empathy’s Anticipatory Loss Support program, which provides practical and emotional support to Zurich customers and families following a terminal illness diagnosis. This development follows similar partnerships in the U.S. and Canada, as highlighted in previous quarters (2025 Q1 - Q2, 2026 Q1).7,8
Manulife Malaysia launched MultiCI Enrich, a multi-pay CI rider covering 188 conditions, including mental health conditions such as severe major depressive and bipolar disorders. The plan also reimburses the cost of multi-cancer early detection (MCED) testing if the results indicate a positive likelihood of cancer presence and further diagnosis is recommended, as well as pharmacogenomics testing following an approved claim for an advanced-stage covered condition. Each test is reimbursed up to 5% of the sum assured, with a cumulative maximum of RM10,000 across all claims made under each benefit.9,10
In Thailand, Bangkok Life launched two versions of the Gain 1st Savings & Flexi Care 12/6 insurance plan, for adults and kids. The product is a hybrid life insurance and savings policy with an integrated wellbeing account equal to 10% of the sum assured per policy year. This account can be used to cover health-related expenses such as genetic testing, dementia screening, vaccinations, and cosmetic treatments at medical facilities. The product is sold through Bangkok Bank and features a 12-year policy term with a 6-year premium payment period.11,12
In the U.S., MassMutual announced the launch of its Living Well rider, a value-added benefit automatically included on eligible new whole life insurance policies, giving policyowners access to a suite of wellness tools. It provides eligible policyowners free access to the Galleri multi-cancer early detection test by GRAIL, genetic risk assessment for common diseases through Genomics, and everyday mental health support through Wysa Assure, an AI-powered app offering confidential and personalized tools. Eligibility is based on factors including age and geography.13
In Canada, Manulife extended existing wellness offerings to its group retirement plan members available through participating sponsors and private wealth clients, including access to Galleri's MCED test at a preferred rate. Clients also receive a discount on Cronometer Gold, a nutrition and wellness app subscription that offers meal tracking and personalized health insights to support healthy aging, as well as on Garmin devices such as smartwatches and smart scales.14
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New NHS-Galleri study results show that the trial did not meet its primary endpoint of a statistically significant reduction in combined Stage III and IV cancer diagnoses. Secondary findings were more encouraging, although they should be interpreted cautiously. For insurers, MCED results remain relevant but should be treated strictly as screening tools, with underwriting and claims decisions continuing to rely on diagnostic confirmation.
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Lifetime income offerings
In Australia, two recent initiatives illustrate how providers are expanding retirement income solutions. AMP Super launched a new retirement solution designed to convert accumulated retirement savings (superannuation balances) into lifetime income. The product also features a built-in home care benefit that increases payments by 20% for two years for qualifying members. The offering also includes a new digital tool that helps them understand their projected retirement income and receive personalized recommendations.15
Also, Colonial First State (CFS), a wealth management group, announced the expansion of its retirement solutions with a focus on enhancing lifetime income offerings through its partnership with Challenger, Generation Life, and BlackRock. The rollout of the new offerings, which include guaranteed and investment‑linked lifetime annuity solutions, is expected to begin in August 2026 and progress over the next twelve months.16
Alternative premium structures
In China, ZhongAn enhanced its Million Medical product, within the Zhongminbao series of medical insurance plans. Previously, the product excluded coverage for several serious pre-existing conditions, including cancers, cardiovascular diseases, and other severe illnesses. Under the enhanced version, policyholders who have maintained coverage of a Zhongminbao series policy for three consecutive years and who opt for the premium version of the Million Medical product for their 4th renewal become eligible for serious pre-existing conditions hospitalization coverage: after an annual deductible, payout begins at 30% and rises by 10 percentage points per additional renewal year, up to a cap of 70%. 19
In Korea, Kyobo Life introduced K‑Customized Health Insurance, which the company describes as the industry’s first product combining standard and simplified underwriting within a single policy on a rider-by-rider basis. The product was designed to address a limitation in Korean impaired‑life offerings, where the main death benefit contract, active until age 100, and the health riders are typically both underwritten on a simplified basis, resulting in premium loadings even for coverage unrelated to the policyholder's conditions. While the main death benefit is issued on a standard‑underwriting basis, customers can select the underwriting type on a rider‑by‑rider basis, so those with a specific chronic condition can still access riders unrelated to their condition under standard‑underwriting pricing, lowering overall premiums. The product’s health riders provide coverage for the diagnosis, treatment, surgery, and hospitalization associated with cancer, cerebrovascular diseases, and heart conditions.20
Alternative distribution In the UK, Tesco and Aviva expanded their protection partnership with the launch of a CI policy for Tesco customers, building on their earlier partnership announced in Q3 2025. The new plan is available for purchase alongside life insurance, and includes children's CI cover, which pays up to the lower of £25,000 or 50% of the sum assured for children diagnosed with one of the covered CI conditions.21
eHealth, a digital marketplace and a licensed insurance agency for private health insurance in the U.S., partnered with Mutual of Omaha to offer a final expense insurance solution aimed at helping individuals manage end-of-life costs. The plan is available by phone, allowing licensed insurance agents to address coverage options as part of a broader, personalized financial protection discussion. A similar initiative was featured in the Q1 2026 report, where a health insurer and a life insurer in Australia partnered to launch a suite of life insurance products.22
In New Zealand, Asteron partnered with AA Life Insurance, part of the Automobile Association, to launch a new suite of products, adding income protection, serious illness, and serious injury cover to its existing life, funeral, accidental death, and cancer protection portfolio. The products are distributed through a digital sales platform designed to streamline the purchase journey.23
CapBridge, a digital investment platform under FOMO Group, partnered with Sun Life Singapore to distribute SunBrilliance Indexed Universal Life II, an insurance solution tailored for high-net-worth individuals, which was originally launched last year and is now being distributed through CapBridge. The partnership builds on CapBridge’s distribution partnerships with insurers such as Singlife and AIA in Singapore. 24, 25, 26, 27
References
References: 1: https://investors.ethos.com/news-releases/news-release-details/ethos-launches-chatgpt-app-bring-instant-life-insurance 2 : https://www.aviva.com/newsroom/news-and-research-overview/news-releases/2026/06/aviva-expands-chatgpt-app-to-life-insurance-applications/ 3 : https://www.mychoice.ca/blog/mychoice-launches-insurance-chatgpt-app/ 4 : https://www.chubb.com/content/dam/chubb-sites/chubb/nz-en/life/documents/cig0478-chubb-ifa-faqs-life-lens-v1.pdf 5 : https://www.smartqare.com/smartqare-and-cuviva-support-discovery-care-at-home-programme-in-south-africa/ 6 : https://www.trendhunter.com/trends/menstrual-cycle-tracker 7 : https://www.zurichintermediary.co.uk/advice-matters/introducing-empathy-loss-support 8 : https://www.zurich.co.uk/life-insurance/manage-life-insurance/loss-support 9 : https://www.thestar.com.my/business/business-news/2026/04/30/manulife-malaysia-launches-multici-enrich-to-address-evolving-critical-illness-needs 10 : https://www.manulife.com.my/content/dam/insurance/my/documents/products/manulife-multici-enrich_brochure_26012026.pdf 11 : https://www.bangkokbank.com/th-TH/Personal/My-Family-and-Me/Bancassurance/BLA/Gain1st-Savings-Flexi-Care12-6 12 : https://www.thairath.co.th/news/local/2939909 13 : https://www.businesswire.com/news/home/20260519203890/en/MassMutual-Expands-Wellness-Offerings-to-Help-Policyowners-Live-Longer-Healthier-and-Happier-Lives 14 : https://www.manulife.com/ca/en/about-us/news/manulife-wealth-and-asset-management-expands-exclusive-health-and-wellness-offers-to-retirement-plan-members-and-wealth-clients-in-canada 15 : https://www.amp.com.au/about-amp/news/2026/may/AMP-launches-new-solution-to-boost-retirees--income-and-fund-their-home-care- 16 : https://www.cfs.com.au/about-us/media/innovative-retirement-income-solutions 17 : https://www.metropolitan.co.za/funeral/No-Lapse/ 18 : https://www.tribuneindia.com/news/business/bajaj-general-insurance-launches-mhcp-edge-a-flexible-next-generation-health-indemnity-plan-with-coverage-upto-inr-5-crores/ 19 : https://xuexi.huize.com/study/detal-562430.html 20 : https://en.sedaily.com/finance/2026/06/15/kyobo-life-launches-industry-first-hybrid-underwriting 21 : https://www.insurancebusinessmag.com/uk/news/life-insurance/aviva-reaches-deal-with-tesco-insurance-574331.aspx 22 : https://www.prnewswire.com/news-releases/ehealth-deepens-support-for-consumers-with-end-of-life-financial-planning-solutions-302743899.html 23 : https://www.aa.co.nz/about/newsroom/media-releases/AA-Life-Insurance-extends-its-presence-in-living-insurances-making-it-easier-than-ever-for-Kiwis-to-access-cover/ 24 : https://insuranceasia.com/news/sun-life-singapore-taps-capbridge-distribute-indexed-life-cover-hnwis 25 : https://insuranceasia.com/insurance/news/sun-life-singapore-launches-two-new-indexed-universal-life-products
26 : https://singlife.com/en/about-us/newsroom/2025/capbridge-partners-singlife-to-launch-first-foray-into-insurance-distribution-to-smes-and-investors 27 : https://www.capbridge.sg/news-media/capbridge-partners-with-aia-singapore-to-distribute-tailored-insurance-solutions-supporting-wealth-and-legacy-planning-for-high-net-worth-clients