AXA Hong Kong and Macau has formalised a strategic alliance with Ant Bank (Hong Kong) and AlipayHK to deliver a range of insurance products through digital platforms, broadening access to insurance for millions of users in the region.
The initiative will embed AXA’s insurance offerings into Ant Bank’s Mini App hosted on the AlipayHK application.
Initial products include a suite of savings and life insurance plans such as the FortuneXtra Savings Plan, Wealth Ultra Savings Plan, Max Wealth Insurance Plan, and Max Goal Insurance Plan.
This partnership aligns with a growing movement within the financial services industry toward embedded finance – the integration of financial services into non-financial platforms.
The companies said the collaboration aims to simplify insurance purchases, enable seamless user interactions, and reach customers through digital-first distribution channels.
AXA Greater China CEO Sally Wan (pictured third from left) noted that the agreement reflects AXA’s focus on multi-channel delivery.
“AXA has consistently been proactive in developing diverse distribution channels and expanding our customer base, striving to provide comprehensive and diversified wealth management and protection solutions to a broader range of customers,” she said.
Yvonne Leung (pictured left), CEO of Ant Bank (Hong Kong), emphasised the bank’s commitment to enhancing digital financial services.
“As a leading digital bank in Hong Kong, we are committed to driving innovation in financial services through technology. This collaboration builds on our successful partnership with AlipayHK in areas such as payments, interest-earning balances, buy-now-pay-later, and funds, among others, while further integrating AXA’s insurance services into the digital ecosystem,” he said.
Venetia Lee (pictured second to left), CEO of AlipayHK, pointed to changing consumer behaviour in Hong Kong, where users increasingly expect financial services within everyday digital tools.
“AlipayHK serves every aspect of Hong Kong people’s lives, and it has become a trend for Hong Kong people to access financial services through the Super App. Financial institutions can leverage the platform technology provided by AlipayHK to deliver new experiences to users, making wealth management and insurance services more user-friendly and simpler,” she said.
The three firms intend to deepen the partnership over time by integrating more insurance categories and targeting both individual and business customers.
This multi-party effort reflects ongoing changes in how insurers deliver services and interact with clients, especially as digital engagement continues to rise across the financial services landscape in Asia.
