AIA eyes Gen Y workforce with new business app
By Digital News Asia May 21, 2013
- New app enables policies to be underwritten and processed in less than an hour
- Release coincides with recruitment campaign aimed at Gen Y segment
AMERICAN International Assurance Berhad (AIA) has rolled out a new business application aimed at attracting young people to join its ranks. Called Interactive Point-of-Sale (iPoS), the app is designed for use on the iPad and enables policies to be underwritten and processed in less than an hour, the company said in a statement.
According to AIA, the application not only reduces the processing time from the conventional two to three weeks, it also significantly reduces carbon footprints as the entire process is paperless.
Touted as a first in the local insurance market, the new app also forms an integral part of AIA Malaysia’s aggressive plans to connect with the younger generation and recruit them as AIA Life Planners.
“The opportunities and technological capabilities that AIA currently provide our Life Planners are unparalleled," claimed Bill Lisle, AIA chief executive officer.
"With a young and large insurable population as well as huge protection and retirement gap concerns, Malaysia remains an important growth market for AIA and hence we have invested in the right technology to support our Life Planners and help them plan their customers’ protection and long-term savings needs in a much more holistic and efficient way,” he added..
The new app is expected to significantly enhance the customer experience and increase the efficiency of AIA’s agency force of close to 17,000, the largest in Malaysia. The company currently targets for 5,000 of its Life Planners to migrate to iPoS by year-end.
The introduction of iPOS is in conjunction with AIA’s nationwide recruitment initiative, featuring creative approaches using online and social media as well as outdoor advertising and ground activities.
Aside from road shows at strategic malls all over Malaysia, there will also be several AIA roving teams which will be targeting high-traffic areas where the Gen Y tend to meet and socialise.
Themed “Let’s Get Real”, the campaign aims to attract a younger generation of Life Planners towards a fulfilling career, while cementing AIA’s position as a market leader and employer of choice.
The campaign targets those between the ages of 23 -35 who are entrepreneurial, confident and tenacious and who desire career fulfilment and financial success. New recruits will be equipped with an iPad and shall be guided and trained to make a positive impact on their customers’ lives by addressing their protection and long term savings needs throughout their life stages.
“Today’s Gen Y should view the vast market potential in Malaysia’s life insurance industry as opportunities to chart a meaningful and rewarding career. We want to recruit people who are young, entrepreneurial and ambitious to leverage on their youthful enthusiasm to connect with our younger customer base,” Lisle added.