AIA Insurance
Giving AIA's advisers the best experience in market
AIA needed to stand out in a crowded life insurance market. We partnered with their team to redesign the adviser experience from the ground up — making it faster, simpler, and sharper than anything competitors offered, while cutting internal inefficiencies and costs.
Outcomes
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Built internal alignment and a compelling business case for AIA's adviser experience transformation
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Enabled accurate, realistic scoping by internal development teams through a detailed service blueprint
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Delivered a user-validated interactive prototype, tested across nine feedback sessions with advisers and support staff
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Identified four distinct adviser types and priority areas to leapfrog competitor experiences
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Provided targeted recommendations for moving from a one-size-fits-all model to tailored adviser experiences
Services
- Service Design
- Product Design
- Customer experience
- Service prototyping
Sectors
The adviser experience is the competitive edge
In Australian life insurance, products and pricing often look the same across providers. What tips an adviser's recommendation one way or another is how easy the insurer is to deal with — how fast, how transparent, how painless.
AIA recognised this. They wanted to offer the best adviser experience in market: one that helped advisers deliver high-quality advice to their clients, supported their business success, and drove new business acquisition for AIA.
A sketch of a digitally enabled preassessment flow
Talking to the people who know the pain points
We ran a rapid research, strategy and prototyping process alongside AIA's project team. We interviewed 14 advisers and support staff and consulted dozens of internal stakeholders to map out where the current experience was falling short — and where it could leap ahead.
Competitor analysis revealed gaps no one in the market was filling well. These became our priority areas for development.
Our research also uncovered four distinct adviser types, each with different needs and workflows. That insight let us move away from AIA's one-size-fits-all model and design targeted experiences. We brought stakeholders into a co-creation session to explore solutions within the priority areas and shape an interactive prototype.
A collection of screens from the interactive AIA Portal that was tested with Advisors and stakeholders
A prototype advisers couldn't wait to use
We mapped the proposed adviser experience across every stage — from research and quoting through application, fulfilment, and changes to in-force cover — in a future-state service blueprint. Then we built an interactive prototype that brought the detail to life, and validated it with advisers and support staff across nine feedback sessions.
The blueprint and prototype gave AIA what they needed to build a strong business case and win internal buy-in. Development teams could see exactly what was being proposed, making scoping accurate and realistic for the first time.
The prototype met with an overwhelmingly positive response — the number one question we heard was 'When can we have it?'
— CEO, AIA Australia
— AIA Team Member
