Hong Leong Assurance goes digital with the help of MyEG website

Hong Leong Assurance (HLA) has partnered with MYE.G. Services, to offer its life insurance products via MyEG website, beginning with the Enhanced Hospital Cash Refund. MYE.G. Services is a concessionaire for the Malaysian Electronic-Government Multimedia Super Corridor Flagship application.According to Loh Guat Lan, group group managing director and CEO of HLA, the partnership is a "strategic decision" that fits well with its long-term growth and expansion plans, to make life insurance accessible to all Malaysians.Loh added that by adopting digital strategies and embracing change, HLA is on track to grow its customers’ protection needs, continuously deliver great services, and create valuable experiences for both its customers and agency force.“The landscape of the insurance industry and consumer behaviour is changing rapidly with transformation led by digital technology. HLA is taking advanced steps in product marketing by moving from conventional platforms to a digital space," Loh said.“We believe that this mutually beneficial partnership with HLA will provide our Malaysian customers with a convenient option for life insurance through our online platform. At the same time, we are able to enhance our product range in line with our mission of product expansion and continuous innovation," Wong Thean Soon, group managing director of MYE.G. Services, said.A+M has reached out to HLA for further comment.In addition to its latest partnership, HLA has also made some hires in the past year. Last month, HLA appointed Loke Kah Meng (pictured) as the new chief operating officer to drive and execute strategies that are instrumental to HLA’s continuous desire to create and accentuate the key factors.This is in a bid to enhance business value creation to further solidify its position as the nation’s top domestic life insurance company. In addition, Loke will lead the bancassurance, alternative channels, strategic marketing and product development departments.The company also hired former head of integrated marketing and analytics at OCBC Malaysia Ong Shi Jie took on a new role as general manager of personal loans at Hong Leong Bank. Ong who was also an acting head of finance and planning at OCBC, is starting her new journey at Hong Leong Bank in August 2017, according to her LinkedIn.