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Product Trends | February 2025
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Advancing Technology and AI in Insurance Products In 2024, RGA continued to observe the use of technology – and, in particular, AI – to advance products across all life and health insurance. Products continue to strive to offer simplified decision making and aim for seamless, all-in-one solutions. Platforms and Apps We continue to see the release of various apps by insurers and insurtechs. Launches include symptom checker apps that can detect early signs of skin cancer. There are also apps that can be used to book dental appointments. Rideshare services have also expanded to include tools for transportation to appointments for consumers and their loved ones. Pharmacies continue to use technology to manage prescriptions, fulfillments, and deliveries. Interestingly, insurance companies are embracing messaging platforms – such as WhatsApp – to apply for and purchase insurance coverage. And, for travelers, there are apps that offer mobile-friendly designs and live-chat capabilities. Artificial Intelligence Many insurers are using AI to improve client experiences through online claims tracking, rehabilitation referral capabilities, absence management, compassionate care services, medical billing, and caregiver support. AI tools empower agents with 24/7 customer access, automated invoicing, and multilingual support. Specific to customers, there are AI tools for health assessments, claims management, and imagining ideal retirement scenarios. We are also seeing increased use of facial recognition technology to revolutionize health monitoring. Face scans are performing comprehensive health checkups in under one minute (some as quick as 14 seconds), and they can deliver instant health assessments. Companies are using AI for claims connectivity to get members and customers their benefits faster and easier. They’re doing this by integrating claims across disability, supplemental health, stop-loss, and dental products. Finally, AI-driven tools are being used to invite users to imagine their ideal retirement and then generating a visual representation of it. This is replacing the traditional, “fear-based” financial warnings with personalized, positive visions. We have also seen the launch of pensions dashboards and apps that help retirees find lost or missing pensions. Navigating today’s product development landscape can be daunting – but the more you know, the better positioned you and your teams will be. Our Product Trends publication is here to help. Simply search by product type in the left side navigation to explore the world’s most innovative products and services, alongside key insights from RGA’s team of experts.
Global Health Brief: The rise of GLP-1 receptor agonists and their impact on health insurance. Dr. S. Woh, S. Dreyer, and R. Bhayana, November 2024.
Evolving Group Benefits to Better Serve a More Diverse Workforce. E. Crump, November 2024.
Silver Solutions Beyond Product Development: Innovating insurance for South Korea’s senior market K. Kim, November 2024.
RGA Asia Seniors Survey, Part I: Asia's booming senior market awaits tailored insurance solutions Q. Choi, E. Liu, R. Hultzer, and J. Ho, November 2024.
Insurers in Korea Adopt More Advanced Capital Strategies and Product Offerings M.Shin, November 2024.
RGA Asia Seniors Survey, Part II: Tailoring life and health insurance products for Asia's aging populations W. Tung, Dr. S. Zhao, and Q. Choi, November 2024.
Thought Leadership
Weight Off Your Mind: The metabolic mental health connection. Dr. S. Salgaonkar, October 2024.
RGA Study: The connection between mental health disorders and all-cause mortality. C. Wang and G. Hu, October 2024.
Quantifying the Early Underwriting Efficiencies Gained by DigitalOwl’s APS Summaries. G. Hu and M. Hill, October 2024.
A Gray Matter: The challenge of identifying and insuring those with long-term brain injuries. Dr. P. Nathaniel and C. Twist, October 2024.
From Data to Decision: How AI-enhanced workflows transform underwriting efficiency. J. Johnson, M. Darrington, M. James, R. Schroeder, and B. Rasmussen, October 2024.
Inside the Emerging Insurance Opportunity in Latin America. I. Ramirez. November 2024.
GenAI in Insurance Update: Q4 2024 J Heaton, October 2024.
Insights from Japan on Comprehensive Cancer Coverage. M. Choi, October 2024.
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© 2025 RGA. All rights reserved. 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. Links to external websites are provided for informational purposes only. RGA bears no responsibility for the accuracy, legality, or content of external websites.
Alissa Holz
SVP, Deputy CEO, Australia and New Zealand
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RGA Competitive Intelligence This newsletter is one of the many services provided to our clients by RGA’s Global Actuarial Pricing and Research department. We scan worldwide information sources daily to find the most important stories about current product and distribution trends. We curate and organize the stories and then publish this quarterly compendium of insights about the latest trends in the life and health insurance industry. We hope you enjoy this edition of the product trends newsletter. 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.
At RGA, we are eager to engage with clients to better understand and tackle the industry’s most pressing challenges together. Contact a representative in your region to learn more about our capabilities, resources, and solutions.
Jasmina Landekic AVP, Strategic and Competitive Intelligence Diana Bosworth Senior Research Analyst, Strategic Research
| Meet the RGA Team
Donna Megregian
Neil Parkin
Head of Business Development, South Africa
Michael Shin
CEO, RGA Korea and Chief Marketing Officer
Julianne Callaway
Vice President and Actuary, Strategic Research
Anthony St. Andre
Director, Business Development
Adriano de Matteis
Managing Director, Southern Continental Europe
Most recent annuity launches have occurred in the US and India. Retirees are generally looking for a regular and stable income. Annuities now offer rapid cash value growth, flexible start times, and simplified underwriting processes, with features that include increasing-income options, crediting strategies, early investment boosters, and golden premium waivers. In South Africa, Just SA and MiltonOption recently launched Managed Life Living Annuity, a blended offering where the life annuity sits inside the living annuity. This structure provides retirees one income stream instead of two. In the Philippines, Insular Life (InLife) recently launched InLife Retire Assure, the country’s first true retirement insurance product with guaranteed monthly income starting at age 60 until 100.
| Annuities
Reliance Nippon Life Insurance Launches a New Deferred Annuity Plan, “Nishchit Pension” to Help Indians Secure Guaranteed Income During Their Golden Years.
Asia
Australia and New Zealand
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Canada
EMEA
Just SA Partners with MitonOptimal A Simplified, Managed Retirement Solution.
US and LatAm
Allianz Life and Empower Partner to Offer a Fixed Index Annuity. North American and AMS Financial Services Group Announce Max Elite Annuities. Corebridge Launches New Registered Index-Linked Annuity Solution. T. Rowe Price Launches Lifetime Income Solution for Retirees with Pacific Life
Key Insights
| Combination products
Recent launches of combination products include life insurance and savings components, and in some cases, a health component. In the Philippines, FWD’s One for Mental Wellbeing is a customizable insurance plan that also addresses mental health. In South Africa, Absa and Old Mutual offer Linda, a plan that provides assets, along with medical and life insurance. In Hong Kong, the Prime Treasure Savings Insurance Plan combines savings, wealth accumulation, succession planning, and life insurance. In Malaysia, Tune Protect’s FLEXIOne is a flexible insurance plan for life, medical, and/or critical illness targeting millennials and Gen Z.
LIC International Unveils “Life Protect Term Plan” in Bahrain.
| Group
Some of the fastest growing voluntary benefits in 2024 appeared to be: Long-term care Emergency savings Caregiving Financial coaching Critical illness (CI) Cancer support Savings Identity theft protection Insurers continue to refine group employee benefits with simplified underwriting. Many offer employee-centric and tailored plans. Individual groups – such as gig workers, students, self-employed individuals, and digital users – are also being catered to. Alliant offers student health insurance coverage designed for domestic and international students. DA Healthwise Plus is a subscription plan designed specifically for self-employed individuals. Simplify Healthcare and XO Health offer a pioneering health plan for self-insured employers. Noojimo, the first and only all-indigenous virtual mental wellness clinic, formed a partnership with GreenShield to support the wellness needs of Indigenous peoples. Value-added benefits now include compassionate care services, estate settlement, will execution, and new leave benefits. The latter covers leave for menopause (Medavie Blue Cross & Sanoliving, MetLife Australia), fertility (Medavie Blue Cross, MetLife), parental (Parento and Joshu platform, New York Life myLeaveGuide), gender affirmation (MetLife Australia), and new parents (PriorityBABY). Blue Cross Blue Shield of Massachusetts has partnered with Maven Clinic for 24/7 reproductive health support. Insurers continue to team with insurtechs, with recent partnerships including: Manulife and Aeroplan (Canada); Anytime Fitness Philippines); Serenity Health Partners (Singapore); Legal and General and Perci Health for provision of clinical and vocational rehabilitation; and Cigna Healthcare and Hello Fresh.
Prudential Collaborates with Empathy to Enhance Workplace Benefits with Holistic Bereavement Support for Families Coping with Loss.
Allianz Partners Launches Elevate International Healthcare Plans, First-of-their-Kind Extra Protection Policies for EU/EEA Employees.
Everest Insurance International® Unveils New Health Insurance Partnership to Transform Employee Care in Singapore - iPMI Global
| Health
In 2024, there were several launches of products that cater to women’s health. Some of the services offered include support for menopause, nursing, knees and hips, type 2 diabetes, maternity, and fertility. Recent launches include: Zurich Australia’s Women’s Health Benefit Lifenet Japan and Jibun2 India's ICICI Prudential Life ICICI Pru Wish - in collaboration with Reinsurance Group of America, Inc. to cover women-specific critical illnesses and surgeries Health insurers have also launched products catering to customers with chronic diseases. For diabetes, UnitedHealthcare has launched the UnitedHealthcare Catalyst program. Sun Life Term Insurance for Diabetes (Canada) Guardian and Pelago have partnered to promote a tobacco-free life. Omada Health and Amazon have partnered to help with the management of chronic conditions. For dementia coverage, launches include: Lifenet and Eisai’s development of “be” in Japan Singlife Dementia Cover in Singapore Kyobo Dementia and Safety Care in South Korea We have also seen the emergence of 360-coverage plans that claim to cover customers at every stage of their health journey from prevention, to diagnosis, to treatment, to recovery. Examples include CignaHealthFirst Elite 360 Medical Plan, MetLife 360, and Bupa Well+. Some of the key benefits of these plans are total health protection, rewarding customers for staying healthy, unique one-on-one follow-up Healthcare Concierge Services, and around-the-clock mental health support. Insurers continue to form partnerships to focus on the four pillars (nutrition, physical activity, sleep, and behavior) of health. For mental health, some recent partnerships include: Bupa and JAAQ (Just Ask a Question) Hartford and Marvin Behavioral Health MetLife and Telus Health for CBT services for employees for LTD plans Vitality and Headspace Empathy on-demand concierge support system offering guidance and support to bereaved families
Allstate Health Solutions Partners with Intuit QuickBooks, Thatch and Ambetter Health to Provide Expanded Healthcare Offering. Florida Blue Enhances Cancer Care for Thousands of Members. Aetna Introduces SimplePay Health.
Senior Citizens in the UAE Get New Health Insurance Plan. YuLife Partners with MetLife UK to Launch Pre-Early Intervention Group Income Protection Solution
Zhibao Technology Launches New Partnership with PICC & Munich Re to Develop New Medical Insurance Products in China. Star Health Introduces “SUPER STAR” - A Long-Term Retail Offering. ICICI Prudential Life and RGA Launch Life Insurance Industry’s First Product Covering Women-Specific Ailments. PhonePe Introduces Health Insurance for Dengue and Malaria Starting at Rs 59. Galaxy Health Insurance Launches Its First Product with Comprehensive Coverage Options. TATA AIG Launches Five New Health Insurance Riders. Canara HSBC Life Insurance Launches Promise4Future, a Comprehensive Plan Designed to Cater to the Evolving Preferences of Modern Consumers. ManipalCigna Launches 'Sarvah': The Complete Health Insurance Plan with Special Focus on Bharat's Missing Middle. AIA Presents Premier Hospital & Surgical Saver (PHS Saver), Comprehensive Health Protection with Competitive Premiums (Text in Indonesian) PRULive Well: A Lifelong Companion Providing Assurance that Lasts Kyobo Life Insurance Introduces Coverage for Dementia Dai-ichi Life Vietnam launches 24/7 Global Healthcare Insurance. (Text in Vietnamese)
| Life
Life insurance products continue to strive to offer simplified decision making and aim for a seamless all-in-one solution. Recent launches include: In Canada: Pineapple Sun Life Evolve Term Insurance allows clients to increase their coverage at certain life stages Teachers Life’s digital-first SmartLife product lineup and instant issuance platform In the US, John Hancock and Ethos combined to offer John Hancock Simple Term with Vitality. In Singapore, term life policies offer a Longevity Reward, which is equivalent to 100% of the total base plan. In India: Kotak Gen2Gen Protect offers the flexibility to choose between Life ROP and Legacy ROP. Canara HSBC’s new product Promise4Growth has three plan options: Promise4Wealth, Promise4Care, and Promise4Life. Products now include the value-added features of estate planning, inheritance advice, digital policy cycle management, reimbursement of funeral expenses, investment opportunities with ESG qualities and disability coverage, and legacy planning. Several life insurers, such as Prudential Financial and Lincoln Financial, have formed partnerships with Empathy, which provides beneficiary support services. Insurers offer customers the flexibility to choose premium payment terms and frequency, policy duration, and the number of people the policy will cover. Customers can cover two generations with one plan. There have been several life product launches for high-net-worth clients, mainly in Asia. Recent examples include Allianz HSBC Premier Legacy Assurance, which features a Sum Assured Booster, PRuAdvantage Legacy Index and the EliteLife Signature Legacy. In Hong Kong, Genesis II Indexed |Life insurance offers access to PinnaceCare’s specialized private health advisory service.
Nationwide Survivorship Variable Universal Life II – Nationwide. Legacy Life Group Launches Innovative "Single Parent Protection" Insurance Program.
Royal London Launches Joint Life Second Death Life Cover.
Manulife Insurance Launches Two Guaranteed Solutions. Blue Cross Life Reimagines Life Insurance with Fast, Affordable, Digital Solution.
New HSBC Plan Multiplies Coverage Up to Six Times. SBI Life Insurance launches ‘Smart Platina Supreme’ plan with guaranteed pay-outs. ACKO Enters Life Insurance Market with Innovative Flexi Term Plan Offering Flexibility and Affordability. GREAT Prestige Optima Protector. (Text in Indonesian) InLife Launches Country’s First True Retirement Insurance Product. Manulife and MCBL Launch Limited-Offer Wealth Management Product Wealth Guarantee. AirAsia and Tune Protect Launch AirAsia Travel Comprehensive Travel PLUS in Singapore. Singlife Launches Flexible Lifelong Insurance Plan to Combat Challenges Through Every Life Stage. HSBC Life Addresses Singapore's Protection Gap with New Offering. SeaMoney Partners with MSIG to Launch Comprehensive Travel Insurance to Shopee Customers. Sun Life Secure Income. Kyobo Life Insurance Launches Inheritance Insurance. ABL Life launches New Insurance Policy. AIA SaveSmart.
Zurich1 Launches Group Critical-Illness Proposition.
FWD Hong Kong launches new Crisis EasyGo series to close protection gap for individuals with critical illness history ACKO Ensures Long-Term Financial Security For Young Indians. BCA Life and BCA Launch STAR Product
| Living benefits
When it comes to Living Benefits, we’re seeing simplicity, transparency, and a seamless claims experiences. Some policies include underwriting in as little as two questions and no medical exam. Other policies provide critical illness protection against 135 critical illnesses and protection up to £500,000.
InstaBrain, Fidelity Life Partner to Bring New InsurTech Platform to Thousands of Agents. Startup Simplisure Launches Digital Platform for Buying Term Life Insurance.
Manulife integrates GenAI in contact centres, rollout starts in Singapore.
| Agents and brokers
For agents and brokers, generative AI is being combined with operations and underwriting to improve capabilities and efficiencies. Digital platforms and application processes are also streamlining processes and improving productivity. In the US, InstaBrain’s technology solutions rethink the building and selling of insurance products. Simplisure has launched a platform that generates quotes along with digital applications.
| Aternative distribution
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Bank Dhofar Partners with MetLife Providing Comprehensive Financial Protection for Its Customers. Aviva Signs Protection Partnership with NatWest.
AU Small Finance Bank inks bancassurance pact with Bharti AXA Life Insurance. Bandhan Life Expands National Footprint with Launch in Northern India. Bao Viet Life and NCB National Bank sign Cooperation Agreement. (Text in Vietnamese) Prudential Vietnam and HSBC Vietnam Enter Bancassurance Partnership: Together Towards Customer Centric Excellence.
| Bancassurance
We continue to see advanced uses for digital and AI integrations in bancassurance. As for digital integrations, insurance products are including banking apps and online platforms to provide seamless customer experiences across banking and insurance services. AI is personalizing product recommendations and improving risk assessments by combining banking and insurance data. In India, companies have formed partnerships to offer insurance and financial security solutions, allowing customers access to several products. In Oman, MetLife now offers several products for critical illness and salary protection. In the UK, companies are offering individual protection products through retail banking, while in Vietnam, other companies are offering protection and wealth planning along with long-term financial funds.
LIC launches Single Premium Group Micro Term Insurance Plan.
| Microinsurance
Digital distribution channels are increasingly using mobile applications and digital platforms for policy distribution as well as integrating popular messaging apps and social media platforms. There’s also been adoption of bundling microinsurance along with other financial services. And, of course, AI and data analytics are making risk assessments and claims processing easier, and they’re improving fraud detection through advanced analysis.
Prudential Financial Partners with Insurtech 123Seguro to Bring Innovative Insurance to Customers in Latin America. Empathy Launches LifeVault, Bringing Trusted and Personalized Legacy Planning to Life Insurance Clients Across the U.S. Renaissance Launches New RenConnect Platform to Enable Quick and Seamless Connections and Data Exchanges for Customers. Guardian launches GuardianWell, a new digital hub designed to enhance benefits utilization and inspire well-being.
Jubilee, DTB launch new cover premium pay option.
CoverGo Launches Next-gen AI Health Claims Management Platform. AIA Launches Health X, an Innovative Health Insurance with More Benefits for Customers with a Healthy Lifestyle. FWD Takaful partners with DoctorOnCall to Broaden Takaful Access and Drive Financial Literacy Among Health-conscious, Tech-savvy Professionals. (Text in Vietnamese) Canara HSBC Life Insurance Launches OmniGen AI, an Industry First Generative AI Solution to Optimize Risk Evaluation in Underwriting. FWD Life Insurance Introduces Innovative and Accessible Mental Health Initiative for Filipinos.
| Streamlining process
Consumers and customers want simplicity along with efficacy. Insurance companies continue to use advanced AI, machine learning, cloud-based systems, and data analytics and predicting modeling to make customer journeys easier and more efficient. In Brazil, customers can access products through a robust digital platform that is contextual, simplified, and frictionless. In India, the CoverGo Claims platform offers end-to-end automation, configurable rules engine, advanced fraud detection, and real-time connectivity.
VEON’s Jazz Launches FikrFree: An AI-Powered Digital Marketplace to Unlock Affordable Insurance and Healthcare in Pakistan. Best Insurance Launches WhatsApp Service for Seamless Insurance Purchase.
AIA Join Hands with Max Solution Service to Provide Insurance Services Via App. Poni Insurtech and Global Care Launch Health Insurance Comparison Platform in Vietnam.
| Technology
We continue to see the release of apps by insurers and insurtechs. Recent launches include an AI symptom checker app, SkinVision (Australia), to detect early signs of skin cancer and a 24/7 online dental booking tool. In the US, Uber Caregiver is a tool to help arrange transportation for appointments or help restock essentials for a loved one. CenterWell Pharmacy has introduced an app that helps customers manage their prescriptions. Tata AIA now offers the ability to renew insurance payments and pay premiums via WhatsApp. Best Insurance offers a new service allowing customers to apply for and purchase insurance, also via WhatsApp. Allyz TravelSmart app provides travelers with insurance benefits and advice. The app offers travel services, insurance benefits, and a variety of features for travelers. We have also seen the launch of comparison platforms, such as GlobalCare.vn, which aims to offer Vietnamese consumers an improved, transparent, and user-friendly insurance shopping experience. Use of AI Many insurers now use a digital platform and AI to improve the client experience. Additional features offered include online claims tracking, rehabilitation referral capabilities, absence management, compassionate care services, medical bill resolution (SunLIfe US), and caregiver support services (Guardian and Wellthy). There are AI tools empowering agents with 24/7 customer access, automated invoicing and multilingual support. For customers, there are AI tools for health assessment, claims management, and imagining ideal retirement scenarios. Insurers also offer AI facial scans. Star Health Face Scan is an innovative AI tool designed for remote health assessments and is set to revolutionize health monitoring. This face scan performs a comprehensive health checkup in under one minute. The tool analyzes the face to deliver instant health assessments. Canara Life Insurance offers Fedo’s quick 14-second facial scan allowing customers to perform essential health assessments at their own convenience. Sun Life US enhanced claims connectivity to get members their benefits faster and easier. It is integrating claims across its disability, supplemental health, stop-loss, and dental products. Allianz Partners launched a new Universal Claims Portal for travel insurance claims, which features a mobile-friendly design and live chat capabilities. There are AI-driven tools that invite users to imagine their ideal retirement and then generate a visual representation of it, replacing traditional fear-based financial warnings with personalized, positive visions. For retirees, we have also seen the launch of pension dashboards and apps that help retirees find lost or missing pensions.
iCover Launches iCover Direct™. New York Life Introduces New Resource for Financial Wellbeing in the Workplace.
South Africa’s Old Mutual Launches “Financial Edutainment” Platform to Improve Financial Literacy.
AIA Hong Kong & Macau Launches OptimaCEO Medical Plan. AIA Singapore Enhances Accessibility and Affordability of Quality Healthcare Services for More than 1 Million Insured Members…
| Wellness
Wellness launches may have been fewer, but the offerings included a wider selection of benefits, such as retirement and financial planning services. In the US, MetLife Worldwide Benefits and Geoblue offer a joint solution that includes life, medical, dental, vision, prescription, accidental death and dismemberment, long-term disability coverage, wellness, and an international employee assistance program. Hy-Vee and Soda Health launched a new health and wellness benefits program that supports, incentivizes, and rewards healthy choices. GuardianWell provides members with a single self-service online hub where they can engage with their wellness benefits and access educational content on mental, physical, and financial well-being, as well as family and community support topics. In Hong Kong, ESDlife and FWD Hong Kong announced the launch of MAX Health Shop. The platform connects consumers with over 2,000 health checkup options, products from more than 100 healthcare brands, and a network of over 70 medical partners. In Canada, Manulife launched a modernized and upgraded benefits platform to offer members a digital-first user experience that integrates health, wellness, and benefits in one place. A recent partnership with Aeroplan gives customers a chance to earn points for health- and benefits-related activities. Members have the opportunity to earn points for completing healthy initiatives such as exercise minutes, mindfulness practices, and more. For high-net-worth clients, AIA Hong Kong & Macau recently upgraded its signature medical protection solution with a series of value-added services to the revolutionary OptimaCEO Medical Plan,a medical and wellness solution that integrates prestigious concierge services, Signature Plan,a medical and wellness solution that integrates prestigious concierge services, Signature Healthcare Circle, and health rewards. AIA Hong Kong's AIA Junyu Club, specially designed for high-net-worth clients, has been established for one year. It provides comprehensive wealth management, health, and wellness. Wellness products continue to be introduced and offer a wide range of benefits. Along with the offered benefits is the reward element for making healthy choices, putting the onus of wellness into the customer’s hands.
