Rabbit Life Insurance Public Company Limited, also known as Rabbit Life, a subsidiary of BTS Group Holdings Public Company Limited (SET: BTS) is advancing in the online insurance market, targeting health-conscious customers and embracing the trend of personalized insurance products. The company has introduced a new customizable insurance experience that allows customers to tailor health coverage freely to suit their unique lifestyles.
Built around the concept ‘Whatever your concerns, simply Click-Choose-Add to create a protection plan designed just for you’, this approach addresses the pain points of traditional insurance — complexity and inflexibility — while affirming Rabbit Life’s role as a true leader in digital insurance. This initiative reinforces its vision of “Think differently to improve your life with a life insurance that hedges your bets and provides simplified solutions.” A special promotion is also being offered: customers purchasing Health Smile online with a premium payment exceeding 12,000 baht will receive a Xiaomi Smart Band 9 Active Watch, available from today until 30 September 2025.
Mr. Korn Chinsawananon, Managing Director of Rabbit Life Insurance, “The insurance industry is undergoing rapid transformation. One of the strongest trends today is personalized insurance products, reflecting a true shift towards customer-centricity. In the past, insurers typically offered one-size-fits-all policies. But today, consumers expect health coverage tailored to their needs, lifestyle, and budget. This shift allows customers to find the right plan more easily, while also creating differentiated experiences that boost satisfaction and build stronger long-term loyalty.
To meet these demands, Rabbit Life has continued to enhance its online platforms, using the ‘Click- Choose-Add’ concept. This includes AI-driven analysis of customer insights, a redesigned UX/UI for easier navigation, and expanded customization tools enabling customers to design both core and add-on coverages independently. This approach not only solves the traditional pain points of complex, rigid insurance but also clearly sets Rabbit Life apart from conventional products in the market. The strategy also aligns with the 2025 Emulent Report, which found that intuitive online and mobile platforms accelerate customer decision-making. With access to real-time information, comparisons, quotations, and payments, customers — especially younger, digitally savvy generations — are more likely to purchase insurance. For insurers, these digital systems also enable deeper data collection, allowing the development of even more precise personalized products.”
Three Smart Functions “Click – Choose – Add” system transform the insurance process from complicated to simple, giving customers the freedom to design a protection plan that truly works for them:
- Click — Convenient, Accessible: Customers can reach the digital-first platform anytime, anywhere. With just a click, they can start planning life and health insurance. This meets the needs of digital consumers who prioritize speed and simplicity, enhancing the customer experience beyond time and location constraints.
- Choose — Comprehensive, Relevant: Designed around a customer-centric strategy, customers can select a core health insurance plan covering in-patient treatment on a lump-sum basis and then add optional features such as out-patient cover (OPD), cancer protection, or income replacement. This expands the value proposition of health insurance from basic protection to a flexible health solution tailored to individual lifestyles.
- Add – Flexible, Worthwhile: Customers can further personalize their plan by choosing from three levels of in-patient cover — small, medium, or large — while also adding disease-specific cover, boosting benefit limits, or opting for a deductible to lower premiums. This flexibility directly addresses the historic rigidity of insurance products, creating personalized solutions that combine value, freedom of choice, and long-term customer loyalty.
“We believe that modern health insurance should never be complicated. It must be convenient, adaptable, and tailored to individual needs, ensuring that everyone can secure the right coverage for their life in any situation. Rabbit Life will continue to enhance digital products and services, setting new standards for Thailand’s insurance industry,” concluded Mr. Korn.
Rabbit Life is also offering a special promotion: customers purchasing Health Smile online with an annual premium of at least 12,000 baht will receive a Xiaomi Smart Band 9 Active Watch, perfectly suited for today’s digital lifestyle. This offer runs from today until 30 September 2025.
For more information, updates, and promotions, please visit the Rabbit Life website at www.rabbitlife.co.th.
