“The focus is on client experience : trying to understand needs and behaviour ”
— Gavin Gollogley , Head of Digital , Sun Life Financial Asia
101 tions for those who may not be catered for by traditional insurance offerings . “ We ’ re interested in helping increase the 3 % penetration rate and appealing to new customers ,” says Trotter . “ We ’ re also very conscious about customer groups who may not have the same level of affluence or consistent income to afford our traditional products . We are redesigning our products in several markets to offer credibly priced on-demand value options . There are groups of consumers in Asia that don ’ t want to buy a 10-year insurance policy the first time they buy – they want to
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