Growing an insurance business with customer-led product innovation and marketing strategy AIA Singapore’s deep analysis of their demographic and transactional data revealed that most people are underinsured and/ or not financially secure enough to fully enjoy their retirement. However, AIA’s ability to build on that knowledge and take action was hampered by traditional research methods that were slow, expensive, and not always representative of the company’s existing customer base. Driven by the desire to put customers at the heart of their business and empower them to live healthier, longer, and better lives, AIA Singapore introduced the AIA360 insight community. AIA360 brings together a broad cross-section of known customers from varying stages of life. Ongoing access to these c

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