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How Roojai leverages creative marketing with digital technology

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Technology has been reshaping how people buy goods and services before the pandemic, but the COVID-19 turned gradual change into an industry-wide reset. The rapid rise of digital platforms, the Internet of Things, and insurtech innovations has transformed customer expectations, pushing businesses to adapt faster than ever before.


Roojai Insurance is one of the companies that has successfully navigated this transformation. From its early days as a digital insurance broker to becoming a leading insurtech and online insurance company today. Its approach to creativity and technology offers a useful case study in how insurtech can reshape customer engagement.


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Roojai: Making insurance more accessible and convenient

Roojai is a licensed insurance company, specialising in online insurance. Established in 2016 as a brokerage, it now operates as Roojai Insurance PCL after acquiring FWD General Insurance in 2023. Roojai offers a range of motor and health insurance that are designed to be simple, affordable, and reliable.


Over the past decade, Roojai has grown to become a leading digital insurance provider through cutting-edge innovation, offering competitive pricing for safe drivers. By leveraging technology, Roojai makes purchasing insurance easier and more convenient.


Roojai also expanded to Indonesia in early 2022 after the success of its fully digitised and frictionless insurance experience in Thailand.

An industry-first: 100% online experience 

Roojai launched its complete online insurance service just a few weeks after the COVID-19 outbreak began, to protect its customers and teams, and maintain social distancing rules. This fully digital experience has continued to perform effectively up to the present day.

 

Customers can complete their onboarding journey online using the Roojai Mobile App, where they can manage their account, renew their policies, report a claim, and access essential documents. 


Through the app, users can instantly upload and download e-documents, make an online purchase within a few minutes, update personal information, and check their insurance policy and payment status, all from their mobile phone. 


The app goes beyond just managing data, as new customers can also complete their video car inspection with an agent, request the Roadside Assistance Service if they have a problem, or report a car accident.


Customers can also use the app to redeem their Roojai Rewards and refer friends to gain more rewards, putting the full insurance experience in the customer's hands.

Smart technology for a personalised insurance experience

Traditional insurance forces customers into off-the-shelf plans that often cost more than they should and cover more than they need. Roojai is designed around the idea that no two drivers have the same needs.

 

According to Kasikorn Research, Hyper-personalisation will be an important business trend in the upcoming years. Managing data effectively, combined with a genuine focus on the customer, is increasingly what separates competitive insurers from the rest.


Personalisation can cut customer acquisition cost by 50% and increase purchase likelihood for 60% of website visitors.

 

Roojai leverages customer data, including age, driving behaviour, marital status, and area of residence, to improve sales conversions. More importantly, the insurer also allows customers to choose their personalised insurance policy within their budget.


Taking a personalised approach means customers can design their personal insurance coverage from a variety of options, such as excess insurance, car repair garages, driver plan, and car replacement or roadside assistance add-ons. This allows Roojai to offer plans up to 30% lower than the market average.

Fans with benefits

A  recent survey of “How to Hook” customers in the digital era, conducted by the College of Management at Mahidol University, reveals that brand fan clubs or advocate groups tend to spend more and provide a valuable source of information for potential customers. 


Word of mouth is a powerful voice that also helps brands save on marketing costs. It was found that 45% of fans are likely to tell their friends about a product or service they like via an offline channel, while 42% will use both offline and online channels. Only 5% will do the same on an online platform, and 7% will keep quiet.    

 

Roojai has opened digital platforms for customers to provide reviews and rate its service on the front page of their website and their Facebook fan page, making it very easy for visitors to quickly judge the value of using Roojai’s service. 


Potential customers can read Roojai insurance reviews and make a judgment on customer satisfaction before making a purchase. Both positive and negative comments are visible to give a balanced view. Over 163,873 customers have shared their feedback, giving an average rating of 4.9/5.  


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Roojai’s online insurance has a referral program that awards Roojai Rewards for every successful referral and provides exclusive points to customers, which can be redeemed with other popular business brands and partners. 


Customers can also create a unique URL with unlimited links and send it to their friends to recommend Roojai, reward points are credited automatically with no extra steps required.

Partnerships with over 1,600 garages across Thailand


Roojai has set up partnerships with over 1,600+ car garages around Thailand. Over 800 of these garages are part of the Roojai preferred garages network, providing great service and high-quality car repair at an affordable cost. 


Roojai passes these cost savings on to customers by offering lower car insurance premiums for policies that include the repair at preferred garages option. Roojai additionally offers a 12-month warranty for repairs carried out by the preferred garages network, to reassure customers that the work is of the highest quality.


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