| Overview
Product Trends Around the World 2025 Q2
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
Insurers Brace for Improved Longevity.
K. Muthuswamy, April 2025.
Bridging the Gap: How strategic partnerships fuel insurance innovation.
M. Benz, S. Grandmont, June 2025.
Taiwan's Retirement Readiness: Navigating challenges in a super-aged society.
J. Ho, June 2025.
Japan’s Retirement Readiness: Balancing health risks and financial security for the future.
M.Takahashi, S. Kato , July 2025.
Underwriting Liver Function Tests Using a Data-Driven Approach.
K. Bakrania, G. Hu, P. Dalawari, V. Kaufman, June 2025.
Global Health Brief: Examining health insurance exclusions.
S. Woh, July 2025.
Smoke Signals: How insurers can uncover hidden tobacco use in the digital age.
G.Hu, T. Pickett, J. Waas, R. Cruz, April 2025.
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Overview
Regions
Products
Distribution
Value-added services
North America
EMEA
APAC
Insurance companies continued to enhance their employee benefits by partnering with providers to offer wellness-focused value-added services, particularly in North America. In the US, Sun Life partnered with Wellthy to provide caregiving, end-of-life planning, and bereavement support to members and their families. This followed a similar partnership between Sun Life and Empathy last quarter to offer bereavement support services to group life insurance members in Canada. Also in the US, MetLife and Aura entered an exclusive partnership to offer a digital family safety tool designed to help parents address the mental health and physical harm risks that their children are exposed to online. The tool offers parents summarized insights into their children's digital behaviors by analyzing language patterns, emotional tone, online activity, and late-night usage to help identify signs of stress, mood changes, or potential risk factors, while preserving privacy.
Please click on any of the provided links to view more extensive news releases and articles about the most recent insurance products and offerings.
| Executive summary
| APAC region
Australia
TAL and Cover Genius launch life insurance through employer platforms
China
AIA in China launches YouXiangHu CI-LTC product
Hong Kong
AIA Hong Kong targets HNW with new legacy plan
AXA unveils Max Goal II insurance plan
Zurich and Hong Kong Airlines launch integrated travel coverage
AXA launches digital insurance with Ant Bank, AlipayHK tie-up
Chubb Life taps digital market with wellness insurance launch
Generali launches short-term insurance for legacy planning
Manulife Hong Kong launches two critical illness products with income aid
Sun Life debuts Hong Kong’s first indexed universal life insurance
India
Aditya Birla Sun Life Insurance launches Super Term Plan
Bajaj Allianz Life unveils all-in-one policy for women
Future Generali launches AI-powered “Health Shield Advisor” to bridge insurance coverage gap
Tata AIA launches two new funds to cater to wealth and retirement planning
Tata AIG expands health plan for wider access
Indonesia
Great Eastern Life Indonesia and CTBC Bank launch GREAT Wealth Assurance
Japan
Aflac outlines expansion in Japan with new cancer product launch
ORIX Life launches “Keep Up” income coverage insurance
Korea
Tongyang Life launches whole life insurance
Malaysia
Manulife Malaysia launches a holistic medical plan
Zurich Takaful introduces Takaful ProAspire to empower flexible long-term financial planning
Nepal
MetLife Nepal has launched Double Protection Plus
New Zealand
Asteron Life announces launch of Heart Coach
Fidelity Life and Westpac launch digital life insurance guide
nib New Zealand has launched a new range of life and living insurance products
Chubb Life expands trauma choices with new budget option
Philippines
Allianz PNB Life launches insurance plan with access to investment funds
Pru Life debuts Islamic life plan for Filipinos
Singlife Philippines launches Protect from Funeral Costs
Singlife and Globe expand partnership to offer Budget Protect insurance coverage via GlobeOne App
Singapore
Manulife launches Signature Indexed Universal Life Select (III)
Prudential Singapore launches plan to provide customers with daily income during hospitalization
Thailand
Chubb launches a whole life insurance product supporting estate planning, life protection, and healthcare needs
FWD Thailand collaborates with Roche Diagnostics to promote preventive healthcare
Muang Thai Life launches Muang Thai Premier Legacy and Muang Thai Flexi Protection
Thai Life Insurance launches critical illness insurance for silver age group
Vietnam
Prudential introduces new universal life insurance product
Italy
Life5 expands to Italy in partnership with Allianz Global Life
Poland, Hungary, Romania
MediHelp International launches with CoverGo’s health insurance across Europe
Spain
Sanitas, Malt, and Indeez launch tailored health insurance for Spain’s freelancers
UAE
HAYAH and APRIL Insurance partner to bring health insurance solutions to the UAE
Uganda
Opportunity Bank, Turaco launch "Opportunity Sanyu" micro medical cover to boost health access
UK
William Russell announces the launch of a new international life insurance product
| EMEA region
Brazil
Icatu presents life insurance coverage for parents
PicPay launches Assistência Saúde with Icatu and expands insurance hub
| LatAm region
Canada
Alan brings health insurance into the modern era in Canada
Saskatchewan Blue Cross launches health plan for those 50 and over
USA
Allianz Life introduces new versions of top-selling fixed index annuities
Amplify Life teams up with EMC Life to unveil Prosper IUL, designed for digital-first consumers and agents
Annexus and North American launch Secure Horizon Indexed Universal Life Insurance
Assurity releases Whole Life Perform+ and Whole Life Protect+
Athene adds new features on two of its annuity products
AuguStar Life launches IUL product
Delaware Life announces suite of fixed index annuities
Eleos Life enters US market with embedded insurance APIs
Empathy collaboration with Voya Financial brings industry-first legacy planning to millions
Foresters Financial launches Foresters Live Well Plus: A breakthrough in selling participating whole life insurance
GBU Life introduces Defined Benefit Annuity retirement security solution
Guardian and Carrot partner to integrate fertility health and family-building support into hospital indemnity insurance
Guardian expands individual dental, vision, and accident products for consumers without access to workplace benefits to inspire wellbeing
Jackson launches Jackson Market Link Pro III and Jackson Market Link Pro Advisory III
Lincoln Financial expands Elite Indexed Universal Life Portfolio with new early cash value product
MassMutual adds new group critical illness and group accident insurance to portfolio
MetLife and Aura introduce new category of AI-powered tools to US employer benefits channel to take on the mental health crisis
New York Life partners with Pasito to bring AI-powered clarity to benefits decisions
Pacific Life introduces new variable universal life insurance product available through State Farm
Security Benefit adds index accounts based on three new indices to its fixed index annuity (FIA)
Sun Life partners with Wellthy to provide life insurance members with concierge care for end-of-life planning, loss, and grief
TruStage launches ZoneChoice Advantage Annuity
Washington National launches individual term life insurance product
| North America region
Combo products
Medical
Living benefits
Life
Life + investment
Alternative distribution
Digital
Employee benefits
Legacy planning
Wellness
Life
Aditya Birla Sun Life Insurance launches Super Term Plan
Assurity releases Whole Life Protect+
Chubb launches a new whole life insurance product supporting estate planning, life protection, and healthcare needs
Chubb Life taps digital market with wellness insurance launch
Eleos Life enters US market with embedded insurance APIs
Empathy collaboration with Voya Financial brings industry-first legacy planning to millions
Life5 expands to Italy in partnership with Allianz Global Life
Muang Thai Life launches Muang Thai Premier Legacy and Muang Thai Flexi Protection
nib New Zealand has launched a new range of life and living insurance products available exclusively through financial advisers
Pru Life debuts Islamic life plan for Filipinos
Singlife Philippines launches Protect from Funeral Costs
Sun Life partners with Wellthy to provide life insurance members with concierge care for end-of-life planning, loss, and grief
TAL and Cover Genius launch life insurance through employer platforms
Washington National launches individual term life insurance product
Life + investment
AIA Hong Kong targets HNW with new legacy plan
Allianz PNB Life launches insurance plan with access to investment funds
Amplify Life teams up with EMC Life to unveil Prosper IUL, designed for digital-first consumers and agents
Annexus and North American launch Secure Horizon indexed universal life insurance
Assurity releases Whole Life Perform+
AuguStar Life launches IUL product
AXA launches digital insurance with Ant Bank, AlipayHK tie-up
AXA unveils Max Goal II insurance plan
Foresters Financial launches Foresters Live Well Plus: A breakthrough in selling participating whole life insurance
Generali launches short-term insurance for legacy planning
Great Eastern Life Indonesia and CTBC Bank launch GREAT Wealth Assurance
Lincoln Financial expands Elite Indexed Universal Life Portfolio with new early cash value product
Manulife launches Signature Indexed Universal Life Select (III)
MetLife Nepal has launched Double Protection Plus
Pacific Life introduces new variable universal life insurance product available through State Farm
Prudential Vietnam introduces new universal life insurance product
Sun Life debuts Hong Kong’s first indexed universal life insurance
Tata AIA launches two new funds to cater to the wealth and retirement planning
Tongyang Life launches whole life insurance
Zurich Takaful introduces Takaful ProAspire to empower flexible long-term financial planning
Living benefits
Aflac outlines expansion in Japan with new cancer product launch
Chubb Life expands trauma choices with new budget option
Eleos Life enters US market with embedded insurance APIs
Fidelity Life and Westpac launch digital life insurance guide
Manulife Hong Kong launches two critical illness products with income aid
MassMutual adds new group critical illness and group accident insurance to portfolio
nib New Zealand has launched a new range of life and living insurance products available exclusively through financial advisers
ORIX Life launches “Keep Up” income coverage insurance
TAL and Cover Genius launch life insurance through employer platforms
Medical
Alan brings health insurance into the modern era in Canada
AXA launches digital insurance with Ant Bank, AlipayHK tie-up
Future Generali launches AI-powered "Health Shield Advisor" to bridge insurance coverage gap
FWD Thailand collaborates with Roche Diagnostics to promote preventive healthcare
Guardian and Carrot partner to integrate fertility health and family-building support into hospital indemnity insurance
Guardian expands individual dental, vision, and accident products for consumers without access to workplace benefits to inspire wellbeing
HAYAH and APRIL Insurance partner to bring health insurance solutions to the UAE
Manulife Malaysia launches a holistic medical plan
MediHelp International launches with CoverGo’s health insurance across Europe
Opportunity Bank, Turaco launch "Opportunity Sanyu" micro medical cover to boost health access
Prudential Singapore launches plan to provide customers with daily income during hospitalisation
Sanitas, Malt, and Indeez launch tailored health insurance for Spain’s freelancers
Saskatchewan Blue Cross launches health plan for those 50 and over
Tata AIG expands health plan for wider access
William Russell announces the launch of a new international life insurance product
Zurich and Hong Kong Airlines launch integrated travel coverage
Annuity
Allianz Life introduces new versions of top-selling fixed index annuities
Athene adds new features on two of its annuity products, designed to simplify the user experience
Delaware Life announces suite of innovative fixed index annuities
GBU Life introduces Defined Benefit Annuity retirement security solution
Jackson launches Jackson Market Link Pro III and Jackson Market Link Pro Advisory III
Security Benefit adds index accounts based on three new indices to its fixed index annuity
TruStage launches ZoneChoice Advantage Annuity
Combo products
AIA in China launches YouXiangHu CI-LTC product
Bajaj Allianz Life unveils all-in-one policy for women
Singlife Philippines and Globe expand partnership to offer Budget Protect insurance coverage via GlobeOne app
Thai Life Insurance launches comprehensive critical illness insurance for silver age group
| Products
Wellness
Aditya Birla Sun Life Insurance launches Super Term Plan
Asteron Life announces launch of Heart Coach
Bajaj Allianz Life unveils all-in-one policy for women
Chubb Life taps digital market with wellness insurance launch
Eleos Life enters US market with embedded insurance APIs
FWD Thailand collaborates with Roche Diagnostics to promote preventive healthcare
Guardian and Carrot partner to integrate fertility health and family-building support into hospital indemnity insurance
MetLife and Aura introduce new category of AI-powered tools to US employer benefits channel to take on the mental health crisis
Sanitas, Malt, and Indeez launch tailored health insurance for Spain’s freelancers
Saskatchewan Blue Cross launches health plan for those 50 and over
Sun Life partners with Wellthy to provide life insurance members with concierge care for end-of-life planning, loss, and grief
Thai Life Insurance launches comprehensive critical illness insurance for silver age group
Legacy planning
AIA Hong Kong targets HNW with new legacy plan
Empathy collaboration with Voya Financial brings industry-first legacy planning to millions
| Value-added services
Employee benefits
Alan brings health insurance into the modern era in Canada
MetLife and Aura introduce new category of AI-powered tools to US employer benefits channel to take on the mental health crisis
Empathy collaboration with Voya Financial brings industry-first legacy planning to millions
New York Life partners with Pasito to bring AI-powered clarity to benefits decisions
Sun Life partners with Wellthy to provide life insurance members with concierge care for end-of-life planning, loss, and grief
MassMutual adds new group critical illness and group accident insurance to portfolio
Bancassurance
Allianz PNB Life launches insurance plan with access to investment funds
Fidelity Life and Westpac launch digital life insurance guide
Great Eastern Life Indonesia and CTBC Bank launch GREAT Wealth Assurance
Opportunity Bank, Turaco launch "Opportunity Sanyu" micro medical cover to boost health access
Digital
Amplify Life teams up with EMC Life to unveil Prosper IUL, designed for digital-first consumers and agents
Chubb Life taps digital market with wellness insurance launch
Eleos Life enters US market with embedded insurance APIs
Foresters Financial launches Foresters Live Well Plus: A breakthrough in selling participating whole life insurance
HAYAH and APRIL Insurance partner to bring health insurance solutions to the UAE
Life5 expands to Italy in partnership with Allianz Global Life
MediHelp International launches with CoverGo’s health insurance across Europe
Saskatchewan Blue Cross launches health plan for those 50 and over
Singlife Philippines launches Protect from Funeral Costs
Alternative distribution
AXA launches digital insurance with Ant Bank, AlipayHK tie-up
Sanitas, Malt, and Indeez launch tailored health insurance for Spain’s freelancers
Singlife Philippines and Globe expand partnership to offer Budget Protect insurance coverage via GlobeOne app
TAL and Cover Genius launch life insurance through employer platforms
Zurich and Hong Kong Airlines launch integrated travel coverage
| Distribution
Annuity
Bancassurance
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In addition to the previous two examples for underserved workers, we also observed the launch of new products designed for other segments, such as seniors and women. In Thailand, Thai Life Insurance launched Health Fit Senior CI, a product that provides coverage for life, serious illnesses, and accidents. In Canada, Saskatchewan Blue Cross introduced a new digital health plan for retirees, offering guaranteed acceptance for individuals aged 50 and above. The plan provides comprehensive medical and travel coverage, including emergency care for out-of-province and international travel. In India, Bajaj Allianz Life launched “Superwoman Term”, a term insurance plan designed specifically for women. The policy includes a death benefit, and critical illness coverage for women-specific conditions such as breast, cervix, and ovarian cancers. It also offers an optional monthly income rider to support children’s education expenses and access to various services such as maternal health support and nutrition counselling. In recent years, insurance offerings specifically tailored to seniors and women have become more common. Insurers worldwide are addressing the needs of these traditionally underserved segments by introducing new insurance benefits and value-added services tailored to their needs.
In the second quarter of 2025, the life and health insurance industry saw new product launches across regions. In the Asia-Pacific (APAC) region, new offerings included life, living benefits, and medical insurance products. North America saw the introduction of new life and medical insurance products, as well as annuity products. Meanwhile, in the Europe, Middle East, and Africa (EMEA) region, insurers launched new life and digital medical insurance products.
We observed several interesting developments, including the launch of a digitized participating whole life product, new alternative distribution partnerships, segment-specific solutions, and wellness value-added services attached to employee benefits.
In the United States, Foresters Financial has partnered with Afficiency, an insurtech, to launch Foresters Live Well Plus, a participating whole life insurance product offering a digital journey for advisors and customers. This solution enables advisors and applicants to complete the entire sales process through a streamlined digital platform, featuring accelerated underwriting, and providing instant decisions for coverage up to $2 million.
Insurers in APAC and EMEA formed new alternative distribution partnerships, expanding their reach beyond traditional advisor channels. In the Philippines, Singlife partnered with Globe Telecom, a telecommunications service provider, to launch Budget Protect, an embedded life insurance product available through the Globe Telecom app. This product offers coverage equivalent to 12 months of a customer’s postpaid bill in the event of permanent disability or death, with a premium set at 1% of the bill amount. In Hong Kong, AXA teamed up with Ant Bank and Alipay to deliver a suite of embedded insurance products, including savings and health protection plans, through Ant Bank’s Mini App within the Alipay platform. In Australia, TAL Insurance and Cover Genius launched Backd, a fully digital embedded life insurance solution for segments often excluded from traditional insurance models (e.g., part-time workers and contractors). Backd leverages Cover Genius’s embedded insurance technology to offer income and illness protection directly through employer payroll platforms, with no underwriting required. In Spain, Sanitas, a private health insurer, partnered with Malt, a freelance talent marketplace in Europe, and Indeez, an insurtech that designs embedded insurance solutions, to launch a health insurance plan designed for self-employed workers. The product offers health insurance covering primary care, access to medical specialists, diagnosis tests, surgeries, and hospitalization, alongside various services, such as support with household chores, home delivery of medications, and other services.
Case Study
Learn how RGA India and ICICI Prudential Life Insurance teamed to provide a groundbreaking critical illness plan. It offers first-of-its-kind comprehensive coverage tailor-fit for women in India to address their unique health concerns.
Read the article.
