AIA Australia revamps website

The life insurer said revamp to aia.com.au include a simplification of the products and services functions, access via mobile devices, and a new search function that enables customers to find answers to questions based on possible meaning, not just keyword matches.

The makeover follows an "extensive review" of the company's digital presence, AIA said in a statement, adding that it plans to adapt the latest advancements in digital technology, data and design to become more customer-centric.

Ahead of the revamp, focus groups across Australia provided feedback on how the company could improve the relevance of life insurance.

A key outcome of the feedback was identifying the need for insurers to personalise their products and to make the value of life insurance offerings clearer, the company said.

"We know through extensive research that people aren't engaged by the subject of life insurance and, perhaps previously, accepted that this might always be the case," AIA Australia's chief marketing officer Renae Smith said.

"We've traditionally been more product- and technology-focused, as opposed to starting from the point of view of the customer. What we're seeing now is that if we can create a more personal and relatable connection to our products and services that appeals to peoples' aspirations rather than fears, and in a simple way, we can turn traditional perceptions around in a very compelling fashion.

"Of course, people want access to information quickly and via any device, but if we don't appeal to them on an emotional level, we won't be successful in changing perceptions around life insurance. Under-insurance costs the Australian government over $1.5 billion per year, so we have a huge opportunity and a strong imperative to change this situation."