Krungthai-AXA has launched "Life Protect+," the first life insurance product in Thailand to offer double the coverage. The company has enlisted "Palmy" (Eve Pancharoen) as its presenter to authentically reflect the lives of individuals in their "Prime Years."

Mr. Nicolas De Nazelle, CEO, revealed that, according to data from the Thai Life Assurance Association, the life insurance industry is on track to meet its growth target of 2.50%–3.50% for the latter half of 2026. Despite ongoing uncertainties in both the Thai and global economies, consumer purchasing power is recovering. Furthermore, rising health consciousness, the transition toward an aging society, and continuously increasing medical costs are driving people to recognize the importance of life and health insurance as tools for managing financial risk.

Consequently, the life insurance industry has maintained steady growth despite challenging economic conditions. Based on consumer demand trends and market needs, the company developed "Life Protect+" to fill a specific gap in the life insurance market. Krungthai-AXA views the launch of this new product not merely as a product introduction, but as a starting point for understanding how our lives evolve and how responsibilities increase at different life stages.

This is particularly relevant during the "Prime Years"—a period characterized by the responsibility of caring for one's family and building a future—and the product is designed to meet these specific needs. The company has developed “Life Protect+,” a life insurance product designed to provide enhanced coverage during one’s “Prime Years”—a period when financial security is paramount. To further boost the product's appeal, the company has launched a new advertising campaign featuring a new brand ambassador, aligning with its ultimate goal of standing by customers and continuously safeguarding their confidence and trust.

Ms. Buppawadee Owararin, Chief Marketing Officer, added, “At Krungthai-AXA Life Insurance, we believe that designing effective coverage begins with understanding people's lives. As individuals enter their ‘Prime Years,’ the need to prepare for and secure the future becomes increasingly clear. This concept is conveyed through the use of the ‘+’ symbol in the ‘Life Protect+’ commercial, reflecting the expanding roles and responsibilities faced by people in this stage of life—such as welcoming a new family member or securing the future of loved ones under their care. This insight inspired the creation of Life Protect+.”

Key highlights of the product include enhanced coverage levels:

1. Coverage can be increased by up to 100% (doubled) until age 60. 2. Life coverage continues up to age 99. 3. Flexible premium payment options: 9-year, 19-year, or payment up to age 99. 4. A wide range of optional riders available to customize coverage according to specific needs at different life stages.

Additionally, the “Life Protect+” commercial features the renowned artist Palmy (Eve Pancharoen) representing individuals in their “Prime Years.” Her participation highlights the reality that a single person often plays multiple roles—such as a professional, a child, a partner, or a parent. ...or perhaps someone who relies on us. As our roles in life expand, so too do the things we wish to protect. The "Life Protect+ — Plus Your Life, Double the Protection" commercial tells this story by highlighting the reasons behind our desire to safeguard what matters most: our loved ones, the lives we’ve built, and the future we envision. These motivations drive us to be better prepared. Life Protect+ aligns with the company’s "Know You Can" philosophy; when people feel prepared and confident in facing uncertainty, they can fully pursue what is meaningful in their lives. This is the essence of Life Protect+: "Plus Your Life, Double the Protection."

The company has devised a comprehensive communication strategy for the Life Protect+ campaign, spanning digital and social media, out-of-home advertising, radio and streaming platforms, and collaborations with KOLs and influencers. Promotion will also take place across all of the company’s social media channels—simply search for "Krungthai-AXA Life"—alongside various activities designed to build awareness and reach consumers. The nationwide rollout begins on September 10.

For more information about the Life Protect+ product and campaign, please visit https://ktaxa.live/life-protect-plus-product-announcement or scan the QR code below. Those interested in life and health insurance products or other health services offered by the company can contact the Customer Care Center at 1159 or visit https://www.krungthai-axa.co.th/th. You can also read the full details of this press release here: https://ktaxa.live/Life_Protect_Plus_News QR Code

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