AIA Korea leverages sports to deepen customer engagement amid insurance industry's shift to wellness

AIA Korea is steadily strengthening sports-driven, customer-participation marketing focused on health and wellness, aiming to promote healthier lifestyles among customers while enhancing brand trust, the insurer said Wednesday. This move aligns with a broader shift in the insurance industry away from post-event compensation toward preventive care that helps manage and improve health in advance. The trend was reflected in a recent survey of insurance company CEOs conducted by the Korea Insurance Research Institute, which showed that health management services ranked as the most closely watched new business area for the third consecutive year. AIA Group’s partnership with English Premier League club Tottenham Hotspur F.C. stands at the center of its shift toward preventive health care. Through its Global Principal Partnership, AIA Korea operates programs for its customers, employees, telesales representatives and Master Planners of AIA Premier Partners, offering exclusive brand experiences. One flagship initiative is the AIA-Spurs Children’s Health Football Program, a joint youth footbaWeiter zum vollständigen Artikel bei Korea Times Weiter zum vollständigen Artikel bei Korea Times