Muang Thai Life Assurance Public Company Limited | APEA - Asia Pacific Enterprise Awards Asia Pacific Enterprise Awards

INSPIRATIONAL BRAND CATEGORY

Muang Thai Life Assurance
Public Company Limited

Information about the Company and Brand
Under the slogan of “MTL Trusted Lifetime Partner”, Muang Thai Life Assurance PCL (MTL) has been operating its innovation-driven life insurance business that helps people attain financial security and lead healthy and fulfilling lives with integrity and fairness for 72 years.

Being recognized as the brand of happiness and smiles is the company’s strength, reshaping customers’ perception of the life insurance industry. MTL stands as the pioneer in providing year-round activities for customers, a testament to the company’s dedication to customer relations and services by forward-thinking people.

Brand Elements
MTL has crafted a strong brand communication strategy, employing the elements of happiness and smiles through personalized insurance products and excellent services which serve customers throughout their life journeys and elevate their happiness, even amidst challenging and unpredictable market situations.

The company’s remarkable achievements include the “Muang Thai Smile Club”, the first customer loyalty program (CRM) among insurance companies in Thailand, highlighting its customer service value with more than 1,000,000 members nowadays. “MTL Click Application”, an all-in-one application that facilitates and customizes after-sales services with around 1,000,000 users.

“MTL Fit Application”, which was downloaded by over 100,000 users, helps people understand more about their health and enjoy working out by easily reaching their goals through health score calculation based on personal information. “MTL Mini Click”, an after-sales service through Line Application with over 45.4 million subscribers.

In recent years, MTL’s brand has targeted a new generation of customers. The “ZYndromes” campaign, centering around D Health Plus and featuring young superstars, shows its commitment to raising insurance awareness among young people.
Inspiring Identity
MTL believes in delivering consistent happiness to customers, partners, and related parties, fostering a sustainable life business amidst rapidly evolving customer behaviors. The brand has been brightened under the slogan of “Happiness Means Everything”. To place an emphasis on its identity, MTL launched “Celebration” which symbolizes “protection” that will always be provided to customers everywhere.

Recently, MTL has developed its business direction to reinvent happiness and ensure its sustainability under the concept of “Happiness Reinvented”. This approach encompasses a comprehensive array of end-to-end products and services for all unique individuals to enable happiness and improve health and wealth in a sustainable manner.

Drawing from customer insight, the company gives rise to the initiative of “Democratizing Insurance” in health and wealth with personalized insurance products for all. MTL’s ongoing investment in talent development has empowered employees to embody the brand identity, value, and marketing messages such as “YOUnique Health”.

The establishment of the “Fuchsia Innovation Center” and partnerships across all industries and segments further solidify the Company’s commitment to building an innovative culture that increases engagement with customers and is more relevant to the brand.

Achievements & Impact
MTL’s accomplishments reverberate through achievements with the focus on customers such as D Health Plus and Elite Health Plus (both have affected its market ranking in health insurance), MTL Click (the excellent after-service application that its users have been frequently active), and digital face-to-face sales method (the initiation process to facilitate its customer during Covid-19 pandemic). This helps MTL to keep up with NPS scores at a high level.

MTL’s “SILVER Readiness by MTL” concept (S=Solution I=Integration L=Longevity V=Value Added E=Excellence R=Readiness) is the initiative through its new product enhancement and its ecosystem partner. MTL is also the first life insurance brand in Thailand to have achieved great success in collaboration with a responsive aged society.

With the great success of the brand, MTL has continuously earned recognition through prestigious awards. As a result, the MTL brand helps generate great outcomes, reflecting through the top-line performance in terms of business growth and market ranking, and bottom-line performance that reflects strong financial stability.

Future Direction
MTL aims to become the “Regional Life Insurance Leader” with financial and brand strength under corporate governance and risk management frameworks of international standards. Meanwhile, it has aimed to become the “No.1 Most Trusted Life & Health Partner” through superior products and relevant services that continuously address customer needs.

Moreover, the ESG concept has been promoted under the concept of “MTL Trusted Lifetime Partner”. Now, the company has developed a roadmap called “Sustainable Development Framework and Policy” which is dedicated to improving the quality of people’s life, reducing impacts from climate change through digitalized processes and green investments, and creating sustainable returns by operating under good governance to meet their personalized needs.

INSPIRATIONAL BRAND CATEGORY

Muang Thai Life Assurance
Public Company Limited

Information about the Company and Brand
Under the slogan of “MTL Trusted Lifetime Partner”, Muang Thai Life Assurance PCL (MTL) has been operating its innovation-driven life insurance business that helps people attain financial security and lead healthy and fulfilling lives with integrity and fairness for 72 years.

Being recognized as the brand of happiness and smiles is the company’s strength, reshaping customers’ perception of the life insurance industry. MTL stands as the pioneer in providing year-round activities for customers, a testament to the company’s dedication to customer relations and services by forward-thinking people.

Brand Elements
MTL has crafted a strong brand communication strategy, employing the elements of happiness and smiles through personalized insurance products and excellent services which serve customers throughout their life journeys and elevate their happiness, even amidst challenging and unpredictable market situations.

The company’s remarkable achievements include the “Muang Thai Smile Club”, the first customer loyalty program (CRM) among insurance companies in Thailand, highlighting its customer service value with more than 1,000,000 members nowadays. “MTL Click Application”, an all-in-one application that facilitates and customizes after-sales services with around 1,000,000 users.

“MTL Fit Application”, which was downloaded by over 100,000 users, helps people understand more about their health and enjoy working out by easily reaching their goals through health score calculation based on personal information. “MTL Mini Click”, an after-sales service through Line Application with over 45.4 million subscribers.

In recent years, MTL’s brand has targeted a new generation of customers. The “ZYndromes” campaign, centering around D Health Plus and featuring young superstars, shows its commitment to raising insurance awareness among young people.
Inspiring Identity
MTL believes in delivering consistent happiness to customers, partners, and related parties, fostering a sustainable life business amidst rapidly evolving customer behaviors. The brand has been brightened under the slogan of “Happiness Means Everything”. To place an emphasis on its identity, MTL launched “Celebration” which symbolizes “protection” that will always be provided to customers everywhere.

Recently, MTL has developed its business direction to reinvent happiness and ensure its sustainability under the concept of “Happiness Reinvented”. This approach encompasses a comprehensive array of end-to-end products and services for all unique individuals to enable happiness and improve health and wealth in a sustainable manner.

Drawing from customer insight, the company gives rise to the initiative of “Democratizing Insurance” in health and wealth with personalized insurance products for all. MTL’s ongoing investment in talent development has empowered employees to embody the brand identity, value, and marketing messages such as “YOUnique Health”.

The establishment of the “Fuchsia Innovation Center” and partnerships across all industries and segments further solidify the Company’s commitment to building an innovative culture that increases engagement with customers and is more relevant to the brand.

Achievements & Impact
MTL’s accomplishments reverberate through achievements with the focus on customers such as D Health Plus and Elite Health Plus (both have affected its market ranking in health insurance), MTL Click (the excellent after-service application that its users have been frequently active), and digital face-to-face sales method (the initiation process to facilitate its customer during Covid-19 pandemic). This helps MTL to keep up with NPS scores at a high level.

MTL’s “SILVER Readiness by MTL” concept (S=Solution I=Integration L=Longevity V=Value Added E=Excellence R=Readiness) is the initiative through its new product enhancement and its ecosystem partner. MTL is also the first life insurance brand in Thailand to have achieved great success in collaboration with a responsive aged society.

With the great success of the brand, MTL has continuously earned recognition through prestigious awards. As a result, the MTL brand helps generate great outcomes, reflecting through the top-line performance in terms of business growth and market ranking, and bottom-line performance that reflects strong financial stability.

Future Direction
MTL aims to become the “Regional Life Insurance Leader” with financial and brand strength under corporate governance and risk management frameworks of international standards. Meanwhile, it has aimed to become the “No.1 Most Trusted Life & Health Partner” through superior products and relevant services that continuously address customer needs.

Moreover, the ESG concept has been promoted under the concept of “MTL Trusted Lifetime Partner”. Now, the company has developed a roadmap called “Sustainable Development Framework and Policy” which is dedicated to improving the quality of people’s life, reducing impacts from climate change through digitalized processes and green investments, and creating sustainable returns by operating under good governance to meet their personalized needs.