Cathay launches one-stop insurance platform

Cathay has officially launched a new one-stop digital insurance platform, allowing members to seamlessly explore and purchase coverage from top-tier insurance partners while earning Asia Miles.

Designed to protect members across all aspects of their lives, the ecosystem consolidates travel, health, home, motor, and personal accident insurance into a single digital destination. By integrating coverage into the Asia Miles ecosystem, Cathay aims to make protection a natural extension of its members' everyday lives.

A spokesperson from Cathay told MARKETING-INTERACTIVE that its primary aim is to build awareness and consideration for insurance within the Cathay ecosystem, while making it seamless for members to explore and purchase protection in a single journey.

"At launch, the lucky draw serves as a tactical driver to encourage engagement and multi-product purchase, reinforcing the value of protecting different aspects of customers’ lifestyles."

Built on a foundation of trust, the platform features curated policies from leading industry giants, including Cigna Healthcare, Chubb, and Zurich Insurance. Members can navigate a streamlined digital purchase journey with dedicated support for policy management and claims. Purchases also unlock travel rewards such as flight credits, extending Cathay’s lifestyle ecosystem far beyond aviation.

Cathay director of customer lifestyle Vivian Lo said: “Cathay is dedicated to enriching our members’ experiences, ensuring they enjoy a rewarding journey that truly elevates their lives. Our new one‑stop insurance platform brings together trusted protection, digital convenience and Asia Miles rewards in one place."

"By purchasing insurance through Cathay, members can enjoy reliable coverage while earning Asia Miles and exclusive Cathay benefits, giving the same confidence and peace of mind they expect from our other services, and making protection a natural part of their everyday lives," she added.

Cathay will continue to expand the platform with additional insurance solutions and partners to meet members’ evolving needs, with the aim of safeguarding every facet of their lives.

To celebrate the rollout, Cathay is introducing a limited-time "Shield for miles lucky draw," featuring over 400 prizes worth a collective 1.5 million Asia Miles.

All members can register to participate, while those who purchase selected insurance products will receive additional entries. The grand prize is a massive 476,000 Asia Miles—enough to redeem two Cathay Pacific business class return tickets to any destination in the airline's global network.

Targeting local Cathay members and existing ecosystem users, the campaign follows a full-funnel, omni-channel strategy, including thematic storytelling and video content to build awareness and educate on the new platform and protection needs.

It also leveraged a series of product-focused content including specific product videos, trivia videos to educate members to drive consideration and traffic. Tactical incentives were also used to drive conversion and cross-sell The lucky draw is integrated as a behavioural incentive mechanism, rewarding customers who engage deeper. 

The success of the initiative is measured via short-term acquisition impact including lucky draw submission and sales uplift; and longer-term brand equity uplift such as building awareness and consideration for insurance solutions on the Cathay platform; cross selling multiple insurance solutions, the spokesperson added.

The spokesperson said the marketplace creates new opportunities for more integrated, data-driven marketing, including access to high-intent audiences within the Cathay ecosystem; ability to leverage lifestyle and behavioural insights for more relevant targeting; a unified platform for cross-category promotions and partnerships.

"For advertisers, this enhances both efficiency and effectiveness, allowing for more precise targeting and stronger conversion potential."

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