Case Study: AIA, Pioneering Insurance Innovation through Startup Collaboration

Introduction

AIA, a leading life insurance provider in Asia, aimed to redefine its operations by embracing innovation and digital transformation. To achieve this, AIA partnered with RISE to launch the AIA x RISE Accelerator, an eight-month initiative designed to integrate startup agility into the company's core strategies. The objective was to explore new avenues for enhancing customer engagement, boosting agent productivity, and advancing digital adoption.

Fostering a Culture of Bold Experimentation

The accelerator’s strength lay in its ability to create direct collaboration between AIA’s senior leadership and high-potential startups sourced globally. From digital underwriting and remote work solutions to gamified learning and AI-powered data labeling, each pilot addressed a strategic ambition of the company. These weren’t theoretical prototypes; they were live pilots tested with real users, co-developed with AIA business units to deliver measurable results in areas ranging from agent engagement to operational efficiency.

The program catalyzed internal momentum. Over 50 problem statements were sourced from 15 departments, resulting in 7 high-impact pilots executed in just three months. AIA teams and startup founders worked side-by-side to ensure solutions were not only technically viable but also culturally fit and business-ready.

Real Innovation, Tangible Results

The impact was striking. One pilot used gamified microlearning to reengage inactive agents, boosting training participation by 60%. Another used AI and a socially inclusive workforce of people with disabilities to label 1,000+ medical documents in record time with 90% accuracy. A remote telesales solution prevented an estimated 5,000 data breaches. Meanwhile, a low-code RPA solution reduced underwriting friction with 95%+ accuracy in data extraction from multiple systems.

Beyond numbers, the accelerator program created a shift in how innovation was perceived internally — with an 80% Net Promoter Score among AIA stakeholders, the initiative proved that innovation can be fast, relevant, and deeply aligned with business goals.

A Blueprint for Scalable Transformation

The AIA x RISE Accelerator exemplifies how strategic partnerships with startups can drive meaningful transformation in the insurance sector. By creating an environment conducive to rapid experimentation and aligning innovative solutions with business objectives, AIA has established a scalable model for continuous innovation, positioning itself at the forefront of the industry's evolution.