Asia Insurance Product Trends: September 2025

Our latest web scraping insights of product launches in September 2025 across Indonesia, Singapore, Malaysia, and Hong Kong highlight how markets are returning to fundamental product positioning, with accessible protection, stable savings guarantees, and refined investment flexibility.

Key observations:

Indonesia

Launches feature shorter-pay ILPs and USD-denominated savings plans, supported by SIO/GIO protection products that improve accessibility. Medical offerings continue to add value-added benefits such as psychiatric and psychological treatment, traditional medicine, HIV/AIDS treatment, and post-stroke rehabilitation.

Singapore

Continued focus on Shariah-compliant ILPs with tiered bonuses and flexible features, alongside USD short-term savings plans catering to affluent and globally diversified investors.

Malaysia

Shift towards simplified and accessible protection with GIO/SIO and event-based enhancements (e.g., COVID-19, dengue) alongside as-charged medical coverage with higher limits.

Hong Kong

Savings and investment emphasize multi-currency flexibility, terminal dividend lock-ins, and condition-specific CI protection (e.g., cancer, diabetes, cardiovascular).

Our recommendation

With these market shifts, insurers are refining rather than reinventing i.e., focusing on portfolio optimization and clear product positioning to enhance competitiveness and capital efficiency.

We can support you through a Portfolio Optimization Review, where we:

1.     Assess your current product mix versus market trends and competitor positioning.

2.     Identify where simplification, repricing, or re-bundling can strengthen profitability and appeal.

3.     Recommend adjustments that balance differentiation, sales momentum, and regulatory alignment.

If this is something you'd like to explore, we would be happy to arrange a short discussion.

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