Singlife clinches two wins at Asian Experience Awards 2025

The company bagged the Singapore Digital Experience of the Year - Insurtech and the Singapore User Experience of the Year - Financial Services categories.

Singlife was lauded at the prestigious Asian Experience Awards 2025 for its success in creating a unified, seamless digital ecosystem through its integrated Singlife app and MySinglife (MSL) web portal, as well as the redesign of its digital platform EzSub that has delivered a smoother end-to-end sales journey, with smarter features and improved accessibility.

Singlife's digital insurance experience reimagines how customers interact with their insurance products through various touchpoints. As a customer-first and technology-driven financial services company, it has launched a suite of digital solutions to address key problems common in traditional insurance experiences: lengthy application processes, fragmented access systems, limited policy visibility, and cumbersome claims procedures.

These solutions include the e-Status Tracker, which provides real-time visibility into insurance policy applications and sends instant SMS alerts; BetterLogin, which unifies identity management across platforms and standardises login flows; BetterView, which revolutionises policy management by providing customers with a holistic view of their insurance policies; and BetterClaims, which enables automation and real-time communication for claims experiences.

The initiatives have delivered exceptional results across various metrics, demonstrating improvements in customer engagement, operational efficiency, and user satisfaction. The e-Status Tracker alone has driven a 30% increase in daily MSL portal logins from August to December 2024.

BetterLogin has eliminated over 80,000 inactive duplicate accounts from the mobile application database whilst successfully mapping over 7,000 users to unified identities across platforms. Meanwhile, BetterView has achieved exceptional adoption rates, with 74.9% of active web portal users engaging with the consolidated policy dashboard.

Since the launch of BetterClaims from November 2024 to March 2025, Singlife has processed 2,876 successful submissions. The shift from a lengthy manual process to a digital journey cut submission time from three to four working days to just 10 to 15 minutes.

“The Singlife Digital Insurance Experience demonstrates how technology can improve insurance by reducing complexity, increasing transparency, and giving customers more control — driving further innovation in the digital insurance experience,” the company said.

This major feat has earned Singlife the Singapore Digital Experience of the Year - Insurtech category win.

Meanwhile, EzSub’s redesign has allowed advisers to engage prospects, profile customers, generate multiple real-time quotations, and submit insurance applications — all within the same workflow.

To address previous pain points with the platform, Singlife has conducted stakeholder workshops to identify operational challenges in the legacy application and establish business goals. Through user interviews with financial adviser representatives (FAR), it has documented existing workflows, identified pain points, and analysed user preferences to help the company develop user personas and map stakeholder journeys.

Beyond user satisfaction, the redesigned EzSub has also created a positive impact on the environment. By digitising core processes, including quotation creation, application submissions, and digital signatures, the platform reduces dependency on paper-based workflows. This digital transformation has generated substantial savings in resources such as paper, printing, and storage, whilst streamlining operational efficiency.

From its redesign launch in February 2025 until April 2025, the platform has processed 22,930 applications, an 8% increase from 21,151 during the same period in 2024. These enhancements are expected to accelerate policy issuance, ultimately driving sales, operational scalability, and business growth.

The redesigned EzSub now supports over 13,000 FARs who sell Singlife products. This success has brought Singlife the award in the Singapore User Experience of the Year - Financial Services category.

The Asian Experience Awards recognises the ingenious initiatives of creative companies in delivering meaningful brand experiences to their stakeholders.

The Asian Experience Awards is presented by Asian Business Review Magazine. To view the full list of winners, click here. If you want to join the 2026 awards programme and be acclaimed for providing meaningful brand experiences to stakeholders, please contact Marni Marco at [email protected].