Blue Insurance HK's new campaign pledges to keep insurance simple

Digital insurance company Blue has launched a 4th anniversary campaign with the introduction of a brand-new saving solution "EasySave ES1 Insurance Plan" (EasySave). 

This comes as customers in Hong Kong are facing pain points in their insurance experience over the years – dominant intermediary market, complex industry jargon, inflexible products, extensive paperwork and complicated procedures. Meanwhile, digital penetration rate of life insurance in Hong Kong market is less than 2%, which offers a huge opportunity for digital insurance companies such as Blue, to innovate insurance solutions and experiences for customers.

Blue has leveraged advanced technologies such as artificial intelligence, blockchain, clouding computing and data to provide simple and flexible products with more personalised protection to cater customers’ specific needs.

Running until 30 December 2022, the campaign kickstarted with a series of online videos, highlighting features of its new product EasySave that has a guaranteed crediting interest rate of up to 6% p.a. in the first policy year. In addition, customers could top-up the premium and withdraw the account value anytime with no charge. Customers are able to purchase EasySave via BlueHK app, and can also manage their accounts and review the policies through the app.

The campaign also emphasises the message “Blue is that Simple” (揀 Blue 就係咁簡單), where customers enjoy simple, flexible and valuable insurance products and experiences with Blue. Six videos were also launched to highlight why people should choose Blue. 

“Customers in the insurance market often find the complicated industry jargon and abundance of options quite overwhelming. We are determined to make insurance simpler and easier and that is why our new product, ‘EasySave ES1 Insurance Plan’, is offering our customers a simple and flexible saving option. Alongside the launch of our brand new BlueHK APP, customers can start saving with ease and manage their policies anytime and anywhere, enjoying a seamless digital insurance experience,” said Charles Hung, CEO and executive director of Blue.

Back in August this year, Blue appointed Kevin Tsang as vice president and head of distribution and marketing. According to his LinkedIn, Tsang described himself as an experienced marketing professional with a demonstrated history of working in the financial services industry. He claimed that he is skilled in marketing management, talent management, event planning, banking, and business development.

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