SCB launches the “80/8 DOUBLE PLUS” insurance plan, highlighting its key feature of “short premium payment period, long coverage,” offering seamless long-term financial planning. It includes coverage for accidental medical expenses up to 1 million baht, along with an 8% cash return.

Ms. Napatcha Pongwattanakitkul, Head of Insurance Business at Siam Commercial Bank and CEO of InsureX Co., Ltd., revealed that one of the major global megatrends is longevity. However, what's even more interesting is the changing mindset of younger generations. Previously focused solely on working for retirement, they are now designing longer, higher-quality lives with greater freedom to live as they desire. Financial planning and risk management are therefore reinterpreted as holistic planning encompassing finance, health, and insurance simultaneously.

This is being offered through Siam Commercial Bank's distribution channels. Therefore, Siam Commercial Bank (SCB) has upgraded its brand communication for its distribution channels to clarify its approach with the concept of "Life is Long – Insurance that encourages Thais to give life a chance to try new things." This aims to empower Thais to live life on their own terms, with lifetime protection through financial and insurance plans that truly understand their lifestyles. Leveraging SCB's strengths in its ecosystem, customer base, and branch network, the bank focuses on offering insurance plans that meet the needs of consumers of all ages.

Simultaneously, the bank launched a new savings insurance product, 80/8 DOUBLE PLUS, underwritten by FWD Life Insurance Public Company Limited. This responds to the longevity trend and drives insurance business growth in the second half of the year. 80/8 DOUBLE PLUS offers double the value with two benefits: long-term savings until age 80 and enhanced coverage in case of accidents, ensuring policyholders' financial plans are not affected even in the event of an accident. Key features include an 8-year premium payment plan, coverage until age 80, and the cessation of premium payments in the 8th year (after 7 years of continuous premium payments and subject to company terms and conditions). It also offers 100% of the insured amount for accidental medical expenses from policy year 1-8 (maximum coverage of 1 million baht per person) and an 8% return on the insured amount from the end of policy year 9 until age 79. Application is easy, requiring no medical examination or health questionnaire. Apply at any SCB branch or with a Relationship Manager (RM).

“Offering an insurance product that understands customer needs in the longevity era empowers customers to live confidently without worrying about disruptions to their financial plans. Combined with the development of easily accessible online and offline service channels, the bank aims for 80/8 DOUBLE PLUS premiums exceeding 2 billion baht this year, targeting working professionals aged 25-55 and young families beginning long-term financial planning,” said Ms. Napatcha.

Customers interested in purchasing this insurance product… This feature is accessible on the SCB EASY app, which connects the insurance customer experience from online to offline channels. Customers can check insurance plans, calculate premiums, policy benefits, download tax-deductible certificates, and use E-Claim to submit claims online and track their status instantly. This fully integrates the digital ecosystem of SCB's distribution channels with core features from FWD Omne, embedding them into the SCB EASY application to provide end-to-end insurance access for customers of all ages.

Note: • Accident medical expense coverage is 100% of the insured amount, up to a maximum of 1,000,000 baht per person, and must not exceed the benefits specified in the insurance policy schedule from policy year 1-8. • Insurance is underwritten by FWD Life Insurance Public Company Limited. • The bank acts only as an insurance broker. • Buyers should understand the details, coverage, and conditions before deciding to purchase insurance. The benefits, coverage, and terms and conditions are as stipulated in the policy and by FWD Life Insurance Public Company Limited.

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Rabbit Life Insurance Public Company Limited, also known as Rabbit Life, a subsidiary of BTS Group Holdings Public Company Limited, is advancing its brand strategy to strengthen Brand Trust and accelerate customer acquisition among Thailand's new generation of consumers. As the life insurance industry shifts from competing primarily on products and pricing toward competing on trust and long-term customer relationships, Rabbit Life Insurance has launched its latest campaign, "Thank You for Not Choosing Us (Yet)." The campaign features Out-of-Home (OOH) media placements covering the BTS Skytrain network and key locations nationwide. Rather than encouraging consumers to purchase insurance, Rabbit Life has chosen to express gratitude to those who have not yet selected the brand. By transforming "not being chosen (yet)" into the beginning of a meaningful conversation, the campaign invites consumers to share honest feedback, with every opinion serving as valuable insight for improving the company's products, services, and customer experience across every touchpoint. The initiative reflects Rabbit Life's commitment to building Brand Trust through active listening and continuous improvement, in line with its vision of “Think differently to improve your life with a life insurance that hedge your bets and provides simplified solutions”

Mr. Korn Chinsawananon, Managing Director of Rabbit Life Insurance, said, “Thailand's life insurance market continues to offer substantial growth potential, despite increasingly intense competition. In particular, younger generations are becoming the industry's future core customer base. However, today's consumers make purchasing decisions differently from previous generations. They no longer evaluate insurance solely on coverage or price, but also place significant importance on a brand's credibility, customer experience, and its ability to understand their lifestyles and values. This is consistent with insights from MI LEARN LAB, which indicate that authenticity and meaningful brand values have a greater influence on consumers' purchasing decisions than traditional sales-driven communication alone.

"At Rabbit Life, we believe the life insurance market remains highly competitive and full of opportunities. A large number of consumers have yet to choose our brand, and we see this not as a limitation but as an opportunity to expand our customer base and better understand evolving consumer needs. Every reason why someone has not chosen Rabbit Life provides valuable insight that helps us improve our products, services, and customer experience. This belief has shaped our Brand Trust strategy, which prioritizes listening alongside business development. We have chosen sincerity as the foundation of our brand communication—starting with listening, rather than persuading consumers to buy."

To bring this philosophy to life, Rabbit Life has launched the "Thank You for Not Choosing Us (Yet)" campaign through Out-of-Home advertising locations across the BTS Skytrain network and major locations nationwide. The campaign begins with a single, thought-provoking message: "Thank You for Not Choosing Us (Yet)." Designed to spark curiosity and conversation, the message encourages people to pause, reflect, and interpret its meaning before inviting them to share their opinions and reasons for not choosing the brand. Rabbit Life will analyze every piece of feedback to generate valuable consumer insights that will inform the development of products, services, and customer experiences that better meet evolving consumer expectations. The campaign reinforces the company's commitment to building its business by listening first, while strengthening Brand Trust and increasing Top-of-Mind awareness to become one of Thailand's most trusted life insurance brands over the long term.

“We value every consumer perspective—whether from our existing customers or those who have not yet chosen Rabbit Life. Every opinion provides meaningful insight that helps us learn and improve. Not being chosen today is not the end of the relationship; rather, it is the beginning of our journey to better understand consumers and continuously enhance our products, services, and customer experience. Through this process, we aim to build lasting trust and long-term relationships with consumers,” Mr. Korn concluded.

For more information, updates, and promotions, please visit the Rabbit Life website at www.rabbitlife.co.th

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