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about FWD Singapore Pte Ltd

FWD started operations in Singapore in April 2016, providing employee benefits insurance to corporate customers.  In September, FWD launched its direct-to-consumer business and currently offers a suite of life and general insurance products including direct-term life, car, travel, personal accident and maid insurance. Leveraging technology, FWD provides insurance that is world beating in its simplicity and customer focus for connected people to take control.

objectives and strategy

In Singapore, FWD aims to change the way people feel about insurance by leveraging technology to deliver products that are relevant, easy to understand and well-priced. Our portfolio includes group insurance and a direct-to-consumer business focusing on life and general insurance.

Our group insurance business provides companies with cost-effective employee benefit solutions to over 80,000 members. We are the fifth largest group medical insurer in Singapore with a strong track record across a diverse range of industries. FWD will continue to expand its footprint and reach to corporations in Singapore with a focus on offering customers a differentiated client experience through a robust medical network and excellent service levels.

Our direct-to-consumer business provides life and general insurance for individuals. At FWD, we believe that insurance doesn’t need to be complex, sold through expensive middlemen, or take up vast amounts of your time.

A customer-led brand, we are constantly developing new products for individuals and businesses alike, with the aim to help our customers embrace and celebrate every day, and feel safe and secure knowing that FWD has their back if something unexpected happens.

our key products

FWD offers businesses customisable group insurance plans that are designed to suit the ever-changing business and financial objectives of employers and the healthcare needs of its employees. We are the only insurer in Singapore that offers members direct and seamless access to four leading private hospitals of Parkway Pantai. Members also enjoy cashless inpatient admission with the FWD medical card and access to the largest and most comprehensive panel of general practitioners and specialists.

As Singapore’s only fully direct and online life and general insurer, our direct-to-consumer product offerings are designed to cater to the evolving needs of customers in Singapore. Here is what we have available today:

For Individuals


For Businesses

external environment

We operate in an era of rapid technology evolution. The Singapore government’s Smart Nation and Future Economy initiatives are shaping the nation’s digital transformation, including driving Singaporeans’ online habits.

For our employee benefits business, an ageing population in Singapore and other evolving demographics will shape the way we develop products to ensure they are relevant to our members.

We are encouraged by the Monetary Authority of Singapore’s decision to allow insurers to offer a full suite of life insurance products online without advice. We are confident that this will translate into providing customers with more choice in regards to financial planning.

FWD Group

Established in Asia in 2013, FWD Group is the insurance business arm of investment group, Pacific Century Group (PCG). PCG is an Asia-based private investment group established in 1993. PCG has interests in three core business pillars: financial services, technology, media & telecommunication, and real estate. PCG has a strong track record of holding and developing assets over the long term, and has a network of well-established connections in Asia.

Outside of Singapore, FWD Group spans Hong Kong & Macau, Thailand, Indonesia, the Philippines, Singapore, Vietnam, and Japan offering life and medical insurance, general insurance and employee benefits across a number of its markets.

8 markets


more than

1,000,000

customers

FWD Singapore is led by a dynamic team that brings a strong mix of industry and market experience coupled with a track record of building market-leading businesses.

Abhishek Bhatia Abhishek Bhatia

Abhishek Bhatia

CEO

Abhishek Bhatia is Chief Executive Officer, leading the establishment and development of FWD in Singapore with the goal of building the company into a top five insurer. Prior to joining FWD, Abhishek spent 15 years with Prudential Plc in senior roles across the globe. In his last job, he was Chief Executive Officer, Prudential Poland, where he oversaw the establishment of the company and was instrumental in achieving Prudential’s leadership position in sales technology and product innovation. Prior to that Abhishek was the Regional Director of Insurance based out of Hong Kong. He also held senior roles with Prudential in Malaysia and India.

Abhishek holds an Honours degree in Economics from Delhi University, and is an alumnus of the Indian Institute of Management.

David Broom David Broom

David Broom

CMO

David Broom is Chief Marketing Officer at FWD, overseeing the firm’s customer led proposition development and communications initiatives that drive awareness, advocacy, and ultimately demand. Prior to joining FWD, David spent eight years at Aviva, most recently in roles as Group Digital Marketing Director and Group Customer Strategy Director. David has also held marketing, customer insight, and business development roles at KPMG.

David is a graduate of Swinburne University, receiving a Bachelor’s Degree in Information Systems and Bachelor’s Degree in Business majoring in Marketing.

Narasimhan Partha Narasimhan Partha

Narasimhan Partha

CTO

Narasimhan Partha is Chief Technology Officer at FWD, responsible for the company’s digital and information technology development. He brings with him more than twenty-five years of experience in the information technology and insurance sectors. Prior to joining FWD, Narasimhan was General Manager at NTT Data, where he oversaw the company’s business operations in Asia. Narasimhan also co-founded Ibexi Solutions, now part of Sapiens – a global provider of software solutions.

Narasimhan is a graduate of the University of Chennai, receiving a Bachelor’s Degree in Commerce. He is also an Associate of the Insurance Institute of India.

Tan Eng Cheong Tan Eng Cheong

Tan Eng Cheong

Head of Corporate Solutions

Tan Eng Cheong is FWD’s Head of Corporate Solutions and brings with him more than 20 years of experience in Employee Benefits and Group Insurance operations in both Singapore and regional markets. Prior to joining FWD, Eng Cheong was the Asia Pacific Sales Director of Swiss Life Network, held roles in the management of EB sales and distribution at AIA and Tokio Marine Life, and was responsible for turnkey implementation of Group Insurance operations for new markets with Great Eastern Life.

Eng Cheong is a graduate of The National University of Singapore receiving a Bachelor’s Degree in Science majoring in Economics.

Alex Lee Alex Lee

Alex Lee

CA

Alex Lee is Chief Actuary, responsible for managing the Actuarial Function at FWD and act as the Appointed Actuary for FWD’s life insurance business. Alex brings over 15 years of actuarial, risk management and regulatory experience, and in his most recent role as Chief Actuary of Tokio Marine’s life insurance business in Singapore, he was instrumental in establishing the organisation’s position as the leading savings and retirement solution provider with simple and intuitive product offerings.

Alex is a Fellow of the Institute of Actuaries of Australia and Fellow of the Singapore Actuarial Society, and is also a graduate of Singapore’s Nanyang Technological University where he received a Bachelor’s Degree in Business.

Choi Kin Seng Choi Kin Seng

Choi Kin Seng

COO

Choi Kin Seng is Chief Operations Officer at FWD, responsible for directing all aspects of operations and ensuring excellence in customer service. Kin Seng brings with him many years of financial services experience in Singapore, most recently heading operations for Etiqa where he led the internal and technical competencies of the company.

Kin Seng is a graduate of University Malaysia Sabah, receiving a Bachelor’s Degree in Science.

Lorraine Lim Lorraine Lim

Lorraine Lim

Head of HR

Lorraine Lim is Head of Human Resources at FWD, responsible for functions including manpower planning, talent acquisition, talent management and employee engagement. Lorraine brings with her extensive experience working with Executive Committees on developing strategies that build a highly engaged and skilled workforce. Prior to joining FWD, Lorraine has worked at a number of leading insurance organisations including Tokio Marine and Allianz.

Lorraine is a graduate of The Open University receiving a Bachelor’s Degree in Mathematics and a Professional Diploma in Management.

Corporate Governance

The Board of Directors

The Board is responsible for setting the long-term goals and strategies and ensuring sustainable performance of the Company. The Board is responsible for guiding the continuous development and implementation of the Company’s corporate governance practices and overseeing its compliance with applicable laws and corporate obligations. The Board’s principal role is to ensure that there is a proper governance framework to promote and protect the Company’s interests for the benefit of its shareholders and other stakeholders.

Our Board of Directors are:

Abhishek Bhatia

Alvin Chooi Wai Hong

Laura Raquel Deal-Lacey

Michael Lim Choo San

James Sinn Yuk Loh

 

Audit Committee

The Audit Committee exercises the authority delegated by the Board of Directors to provide oversight on the financial reporting process, the audit of financial statements, the system of internal controls, and the internal audit and external audit functions.

The Audit Committee is authorised to investigate any matter within its terms of reference, has full access to and co-operation by FWD’s management, full discretion to invite any director or executive officer to attend its meetings, and reasonable resources to enable it to discharge its functions properly.

 

Risk, Compliance and Investment Management Committee

The Risk, Compliance and Investment Management Committee exercises the authority delegated by the Board of Directors to provide oversight on the risk management framework and policies, to cover all material risks that include market, credit, insurance and operational risks.

The committee comprises the following permanent members: Chief Executive Officer, Chief Financial Officer, Chief Operations Officer, Chief Information Officer, Head of Corporate Solutions, Appointed Actuary, Head of Legal, Head of Risk, Head of Compliance, and a representative from FWD Group Risk and Compliance.

 

Enterprise Risk Management

FWD’s risk philosophy and approach to risk management strategy stems from our vision, corporate strategy and objectives. Our vision is to change the way Singapore feels about insurance.

To realise our vision, we constantly strive to provide our customers with innovative products that are good value for money and provide the highest level of customer service. This naturally exposes FWD to a variety of risks. Enterprise Risk Management involves the overall management of risks which the organisation might be exposed to. This covers the present as well as reasonably foreseeable future, and includes capital management and asset liability management.

 

Risk Management Principles

Risk management is a key element of our corporate management. The role of risk management is to ensure risks are properly identified, assessed and managed, so as to safeguard our financial strength, and to fulfill our obligations to our customers and stakeholders.

FWD has a distinct preference for insurance risk and should have sufficient experience in any insurance risk that it takes, and in its absence, should use reinsurance to manage the risk as it gains experience.

FWD tolerates market and credit risks that the Company readily understands (which excludes complex derivative market risk) as these risks are unavoidable, if FWD wishes to continue doing business in the region.

FWD has a very low appetite for operational risks and has no appetite for internal fraud, material reputational damage, complex market risk and the risk of regulatory intervention.

The Risk Management Strategy, as formulated by the Risk Investment and Compliance Management Committee and approved by the Board, serves to ensure that the risk management framework, processes and controls are in place to identify, assess and manage material risks consistently across all business activities.

 

Risk Appetite

Our aim is to grow the business while maintaining the financial stability of FWD in a risk-optimised manner.

When managing risk, it is important to have a common language that links our view and appetite for risk with the strategic objectives of our Company. To this end, the Risk Appetite Framework:

  • establishes the risks FWD wishes to acquire, avoid, retain and/or remove in its pursuit of its strategic objectives;
  • consists of risk preferences, risk tolerances, risk limits and controls which are linked to FWD’s strategic objectives.

Specific risk strategies and appetite are established for each of the categories of risk. These set the boundaries within which management is expected to operate as they seek to deliver business objectives.

Each business line is responsible for ensuring their business strategy aligns with the established risk appetite, to ensure that all risk exposures are thoroughly evaluated and managed, consistent with our enterprise risk policies, and that the earning of economic returns commensurate with the level of the risk assumed.

We conduct a formal review of our risk appetite and quality of risks is undertaken on a regular basis.

 

Asset-Liability Management

The purpose of Asset-Liability management policy is to address

Investment risk: Investment risk refers to the possibility that actual returns fall short of expected returns.

Asset-liability mismatch risk: Asset-liability mismatch risk is the risk of adverse movements in the relative value of assets and liabilities. Assets and liabilities are considered to be well matched if their changes in value in response to market movements are highly correlated and within predefined risk metric limits.

Risks associated with liquidity management: The Company should have sufficient liquidity as prescribed by the Head of Risk from time to time to meet all cash outflow commitments to policyholders and other creditors as and when they fall due.

Market risk: Market Risk is the risk the Company faces due to adverse changes in the value of its assets or liabilities resulting from changes in, but not limited to, interest rates levels, credit spreads, equity price levels and exchange rates.

Asset concentration risk: FWD maintains limits on concentration of a single counterparty and groups of related counterparties. This also covers concentration risks in country of risk, sectors and currencies.

Risks arising from the use of derivatives: Derivatives are financial contracts, such as forwards, futures, swaps, options and other similar transactions, where the value of the contract is derived from the performance of an underlying asset.

 

Cash Flow

The Company manages its asset cash flow in relation to its liability cash flow in a manner that is within the agreed limits and risk appetite of the Company. Product terms, pricing and mix must balance market conditions with the need to protect the solvency of the Company.

The Company should only invest in asset classes permitted within the asset universe maintained by FWD Group for which it has received approvals.

Financial derivative instruments must only be used to manage market risk exposures and must never be used for speculative purposes.

 

Investment policy and objectives

Our investment objective is to achieve long-term growth of capital with reasonable volatility. Our strategic asset allocation and long-term target rates of return on investment are determined by the Risk, Compliance and Investment Management Committee approved by Board of Directors of the Company.

The investment objectives should:

  • be based on the Company’s business objectives and risk appetite, and account for its operational capabilities and skills level
  • support the required returns to policyholders and shareholders, with both current requirements and expected future requirements of the current portfolio and expected near term new business taken into account
  • aim to optimise total returns and/or investment income subject to the Company’s financial goals and risk appetite
  • support the Company’s capital management objectives
  • reference numerical return objectives (e.g. relative to benchmark returns where applicable) and also our tolerance for investment risk (e.g. range relative to benchmark returns);
  • result in a portfolio that is resilient to adverse financial market developments.

Asset Allocation

The Company should only invest in asset classes permitted within the asset universe maintained by FWD Group. Investment in a permitted asset class that the Company has no existing exposure to should require approvals from the Asset Liability Management Committee and Group Investment Committee.

The policy mix of cash, bond, equity and alternative asset classes is determined by taking into account the fund’s liability structure, overall risk tolerance, long-term return requirements, its surplus and solvency position and the target capital adequacy ratio.

Our risk tolerance is mainly a function of the products we have, the surpluses, capital and capital adequacy ratio for the insurance funds as well as the prevailing market conditions and opportunities.

In the news

  • Press releases
  • News articles
  • May 25, 2017

    EZ-Link partners FWD Insurance to enhance free coverage for ez-link cards registered with ‘Activate!’

    EZ-Link Pte. Ltd., Singapore’s largest issuer of CEPAS-compliant cards, has today announced a new partnership with FWD Insurance, a fully digital life and general insurer, to enhance coverage for ez-link cards registered with ‘Activate!’, a free card-blocking service. ‘Activate!’ ez-link card holders can now claim up to $15 for unauthorised usage due to loss or theft – an increase from $10 coverage when the service started in 2012.

    read more
  • May 3, 2017

    FWD responds to MAS guidelines, launching Singapore’s first enhanced life insurance product online

    FWD, Singapore’s online life and general insurer, has responded to the new guidelines on the online distribution of life policies with no advice, issued by the Monetary Authority of Singapore (MAS), by launching its Term Life Insurance product today.

    read more
  • March 13, 2017

    FWD revolutionises maid insurance

    FWD, Singapore’s only fully direct and online life and general insurer, has today announced the launch of its latest product, Maid Insurance. The policy covers outpatient medical expenses related to personal accident and illnesses, with the latter being the first of its kind in Singapore. FWD is also the only insurer that provides zero excess for the mandatory security bond in its base plan, which fully covers employers should the unforeseen happen.

    read more
  • November 3, 2016

    FWD launches first personal accident policy designed for the modern Singaporean

    FWD, Singapore’s only fully direct and online life and general insurer, has today announced the launch of Singapore’s first Personal Accident (PA) insurance policy designed for the modern Singaporean. The new product is the first ever policy to cover people in Singapore if a ticketed event is cancelled due to haze. It also has the most comprehensive infectious diseases coverage of any insurer in Singapore, including protection for the growing risks of Zika and Dengue fever.

    read more
  • September 30, 2016

    FWD launches Singapore’s simplest online life insurance policy

    FWD, Singapore’s only fully direct and online life and general insurer, has today announced the launch of its direct term life insurance product with a 100 percent direct and digital approach that will enable people to select their cover, online or using their mobile, and receive a simplified quote in under 60 seconds.

    read more
  • September 9, 2016

    FWD, Singapore’s new direct insurer, offers nation’s first 50% lifetime no claim discount protection

    FWD Insurance, Singapore’s newest life and general insurer, today announces the opening of its direct-to-consumer insurance business with the launch of its travel and car insurance products. The company is investing S$500 million in Singapore over the next five years and will launch further life and general insurance products later this year.

    read more
  • April 14, 2016

    FWD group enters Singapore insurance market

    FWD Group (“FWD”), the insurance arm of Asia-based Pacific Century Group, is pleased to announce that it has acquired a 90% stake in group medical insurance provider Shenton Insurance Pte Ltd (“Shenton”) from Parkway Holdings Limited, an indirect wholly-owned subsidiary of IHH Healthcare Berhad. Shenton will be rebranded to FWD in due course.

    read more
  • May 24, 2017

    How to choose the right maid insurance

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  • May 22, 2017

    FWD car insurance: Is it worth the hype?

    FWD may be one of the newest players in the Singapore car insurance market, but that doesn’t mean that it should be overlooked. Quite the opposite: FWD offers some of the most affordable insurance plans without skimping on value-added features that other budget car insurance plans may lack. FWD also hopes to make a splash by throwing in unique, consumer-friendly benefits currently not offered by any other major insurer at no extra cost. If you’re seeking a budget plan that doesn’t feel like one, FWD could be worth a closer look.

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  • May 15, 2017

    Domestic helpers in Singapore: an easy way to purchase comprehensive maid insurance for your domestic helper online

    Whether you’re a stay-at-home mum or an out-and-about working mother, we think we can all agree that a domestic helper is an absolute gift from the gods. What would we do without the extra pair of hands helping to juggle all our kids’ schedules and activities on top of the school run, keeping our homes spic and span, and keeping the kids fueled with home-cooked meals?

    open
  • April 26, 2017

    Money Week (FY1718) – Ep 4

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  • April 12, 2017

    Maid insurance

    Insurer FWD provides zero excess for the mandatory security bond in its base plan.

    open
  • March 26, 2017

    Drive safe to be ‘Best driver in Singapore’

    Online insurer FWD’s Maid Insurance product covers outpatient medical expenses related to illnesses, including visits to a general practitioner. This benefit is offered as a rider attached to the main cover.

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  • March 16, 2017

    Protect your domestic helpers and yourselves with the right insurance policy

    Many households in Singapore hire live-in domestic helpers to help out with household chores, cooking, elderly care etc.

    open
  • March 16, 2017

    FWD Singapore launches industry-first cover

    FWD Singapore, the only fully direct and online life and general insurer in the country, has announced an innovative new cover type as it looks to establish its presence in the country.

    open
  • March 13, 2017

    FWD pioneers insurance for domestic workers in Singapore

    It will give full outpatient medical coverage for accidents and illnesses.

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  • February 24, 2017

    FWD CEO, Abhishek Bhatia, on Channel NewsAsia: Outlook of car insurance premiums

    Hear what FWD CEO, Abhishek Bhatia, had to say about the outlook of car insurance premiums and how customers get to save big with FWD’s lifetime 50% No Claim Discount feature and by buying direct

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  • February 21, 2017

    FWD’s Bhatia: Going digital is not just about creating a website

    Abhishek Bhatia, CEO, FWD Singapore, said Asian consumers are demanding higher-quality online access to insurance, a need that many insurers struggle to meet. Bhatia spoke with A.M BestTV at the Asia CEO Insurance Summit in Singapore.

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  • February 7, 2017

    An interview with Abhishek Bhatia

    We recently talked with Abhishek Bhatia, Chief Executive Officer of FWD Singapore. Prior to joining FWD, Abhishek spent 15 years with Prudential Plc in senior roles across the globe. Here, he shares his perspective on FWD’s D2C programme and the company’s vision for serving consumers.

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  • February 4, 2017

    Always get travel insurance when you go overseas – consider new insurer FWD Insurance

    I firmly believe in getting a travel insurance whenever I travel – be it for a short or long trip, since you never know what may happen to you before, during or after the trip. To make things easy, I purchased an annual travel insurance plan once I started travelling. Many years ago, it was under ACE insurance when I bought it during a credit card promotion, and continued it even when it was subsequently branded as Chubbs. I’ve never had any problems during my trips and never had to claim from it since the first day I’ve purchased it and of course, never read the terms and conditions that was mailed out when I first signed up for it.

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  • December 2, 2016

    FWD insurance puts users at the heart of digital performance

    Listed in the Singapore Yellow Pages are the names of 459 companies. Short of spending heaps of dollars on branding and marketing, how does an insurer get noticed above the noise? This was the question that Singapore insurer FWD wanted to answer in its quest to better serve (aka target) the market by knowing the customer more.

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  • November 30, 2016

    Singaporeans deserve the right to choose

    The recent announcement by the Monetary Authority of Singapore (MAS) that it will soon allow insurers to offer the full suite of life insurance products to be sold online, without advice, is a defining moment for Singapore’s insurance industry. I believe that by giving Singaporeans a choice over how they buy their life insurance, we have the opportunity, over the next three to five years, to change the industry for the better.

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  • November 27, 2016

    Travel insurance coverage with novel features

    A new kid on the block, FWD Insurance has done away with lengthy forms. Instead, it offers a simple website application that provides a quote for travel insurance in 10 seconds – the fastest in Singapore.

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  • November 26, 2016

    Peace of mind! Keep your 50% NCD for life!

    Some years ago, I met with a road accident. After all the blaring sirens and gawking eyes had faded away into oblivion, it was down to dealing with the paperwork. The next most obvious thing on my mind was, if I would lose my No Claim Discount (NCD). As drivers, we all do our best to keep out of harm’s way, and to protect that ever precious NCD for better insurance savings. But when the inevitable does happen, it definitely worries us.

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  • November 16, 2016

    FWD lets you experience insurance like never before

    In its fundamental form, insurance is a contract that enables individuals or entities to receive financial protection against losses. It ensures the stability of families and businesses after a crisis or other unfortunate events. Simply put, insurance grants policyholders a peace of mind. Isn’t that what everybody wants – to be able to sleep at night without having to worry about what the future holds?

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  • October 31, 2016

    Top insurance firms see senior execs move

    As the year draws to a close, the insurance industry is seeing more than the usual round of musical chairs.

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  • October 19, 2016

    Lifetime 50% NCD guarantee – FWD insurance pushes the Singapore insurance market

    If you are a proven safe driver who has earned a 50% NCD, wouldn’t you like to keep it for a lifetime and not be penalized if an accident unfortunately happens?

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  • October 10, 2016

    Singapore: FWD launches model to sell products directly

    FWD Insurance, Singapore’s newest life and general insurer, has started its direct-to-consumer insurance business with the launch of its travel and car insurance products. The company is investing S$500 million (US$366 million) in Singapore over the next five years and will launch more life and general insurance products later this year.

    open
  • October 6, 2016

    FWD Singapore shows the way forward for insurers

    ONLINE shopping is an integral part of everyday life these days, with many individuals buying basic and luxury good via internet sites. Even in the financial sphere, online activity is rising – investors can easily buy and sell shares, derivatives, currencies and commodities globally from their home computers or smart tablets.

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  • September 30, 2016

    FWD extends direct-to-consumer model to life insurance products

    SINGAPORE — The slow sales of direct purchase insurance (DPI) — a category of simple life policies sold without commissions and financial advice — is an underestimation of the real customer interest in such products, FWD Singapore’s chief executive Abhishek Bhatia said.

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  • September 20, 2016

    Singapore: FWD insurance to introduce direct purchase policy

    FWD Insurance Singapore has opened its direct- to-consumer business, starting with travel and car insurance products. There are plans to introduce direct purchase of term insurance policies soon.

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  • September 19, 2016

    Drivers, protect your 50% NCD…without having to top up your premiums

    I met with a car accident last month.

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  • September 14, 2016

    New direct insurer FWD launches in S’pore, focuses on mobile, simplicity

    FWD Insurance, the newest life and general insurer to enter the Singapore market, has opened its direct-to-consumer insurance business and launched travel and car insurance products. The company is investing S$500 million in Singapore over the next five years and will launch further life and general insurance products later this year.

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  • September 13, 2016

    LOOK FWD wrecks a car to make a point

    FWD Insurance Singapore has launched a new brand campaign. Called “Look what new can do”, the campaign hopes to challenge the status quo with an offer to align to the digital lifestyles of locals.

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  • September 13, 2016

    Here’s why the digitization of the insurance industry is going to have a huge impact for Singaporeans

    When some Singaporeans think of insurance, they still get nightmares of their army or university friends whom they haven’t spoken to for ages suddenly giving them a ring to “meet up for coffee”. Others recall harrowing experiences of complicated claims procedures, and having to fill in form after form, only to reach a dead end and realize they aren’t going to be able to make their claim.

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  • September 12, 2016

    New insurer FWD Insurance to sell policies directly to consumers

    There is a new life and general insurer in town hoping to transform the insurance business by simplifying the process of buying policies.

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  • September 9, 2016

    Insurer FWD upbeat about selling direct to consumers online

    There are perks to being new even as the insurance market here gets more competitive and for composite insurer FWD Singapore, starting from a clean slate allows it to try what others dare not – to sell its products directly to consumers online.

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