Hong Kong-headquartered insurance company AIA Group is committed to a long-term vision. The China market, where it has been present for more than a century, is at the heart of this vision.

"The Hong Kong and Chinese mainland markets represent 60 percent of AIA's business. Given the large population, low insurance penetration, continued economic expansion, and demand for protection and long-term savings, we see positive growth potential in the Chinese mainland," said Stuart A. Spencer, AIA Group chief marketing officer. "The Chinese mainland market is central to AIA. It will be our largest market as we expand geographically."

In the coming years, AIA, which has been dedicated to "healthier, longer, better lives", will strengthen its commitment to quality in response to the dynamics in the China market, according to Spencer.

"AIA in China is synonymous with quality. We will continue to shape the market. We will continue to be a quality brand in China," said Spencer.

In addition to offering tailored solutions to address emerging trends, such as the aging population in the Chinese market, AIA will continue to develop its "second to none" premier agency force to provide quality and professional advice, according to Spencer.

"Our premier agency is the gold standard of advice. In our industry, even in a heavily digitalized environment, consumers prefer to conduct research online but make their purchases offline. That's why the agency model remains so powerful and important in China today," said Spencer.

In Asia, including China, AIA has been differentiating its agency channels by equipping them with research insights, continuous training and technology-enhanced advice. This ensures that "when their customers seek more protection, they can engage in more intelligent conversations," said Spencer.

"We don't aim to have the largest agency force. Instead, we strive to have the most professional, productive, admired, respected and educated agency force, one that is deeply customer-centric and caring. We believe this is what we have today, and we intend to maintain it," said Spencer.

AIA, which aims to achieve long-term development in China, is also keen to strengthen partnerships with its customers to support them in living better through their life journey, according to Spencer.

"We believe it's our responsibility as a life and health insurance provider to partner with our customers, not just act as a claims payer," said Spencer.

Over the past years, AIA has launched a range of programs to help individuals in China and other regions of Asia live "healthier, longer, better lives".

In 2022, the AIA One Billion program was launched to engage 1 billion people to live "healthier, longer, better lives" by 2030. In 2024, the Rethink Healthy campaign, part of the AIA One Billion initiative, was introduced to inspire Asians about the true meaning of health. Various activities and surveys were conducted in the Chinese mainland market to promote a more inclusive approach to well-being. In the Chinese mainland, Rethink Healthy comes to life through the Youth Football Training Programme with Tottenham Hotspur, music and arts appreciation activities led by well-known artists, public financial literacy programs, and AIA CAN environmental efforts.

"Health is a balance between physical, mental, financial and environmental well-being. We are working to free people from a narrow understanding and establish a holistic view of what it means to be healthy," said Spencer. "It's important to realize that not everything has to look like it does on social media."

Looking ahead, amid fierce competition, AIA will continue to expand and aims to be a contributor to meeting the quality needs for savings, medical, wellness and critical illness coverage in the Chinese mainland.

"With a legacy spanning over a century, AIA's journey in China is just beginning and the future looks brighter than ever," said Spencer.

tangzhihao@chinadaily.com.cn