Indonesian D2C insurance marketplace Lifepal raises $9M Series A – TechCrunch


Selecting an insurance coverage coverage is without doubt one of the most complex monetary choices an individual could make. Jakarta-based Lifepal desires to simplify the method for Indonesians with a market that lets customers evaluate insurance policies from greater than 50 suppliers, get assist from licensed brokers and file claims. The startup, which says it’s the nation’s largest direct-to-consumer insurance coverage market, introduced at this time it has raised a $9 million Sequence A. The spherical was led by ProBatus Capital, a enterprise agency backed by Prudential Monetary, with participation from Cathay Innovation and returning buyers Insignia Enterprise Companions, ATM Capital and Hustle Fund.

Lifepal was based in 2019 by former Lazada executives Giacomo Ficari and Nicolo Robba, together with Benny Fajarai and Reza Muhammed. The brand new funding brings its complete raised to $12 million.

{The marketplace}’s companions presently provide about 300 insurance policies for all times, well being, automotive, property and journey protection. Ficari, who additionally co-founded neobank Aspire, advised TechCrunch that Lifepal was created to make evaluating, shopping for and claiming insurance coverage so simple as buying on-line.

“The identical form of expertise a buyer has at this time on a market like Lazada—the comfort, all digital, quick supply—we noticed was missing in insurance coverage, which continues to be working with offline, face-to-face brokers like 20 to 30 years in the past,” he mentioned.

Indonesia’s insurance coverage penetration price is barely about 3%, however the market is rising together with the nation’s gross home product due to a bigger middle-class. “We’re actually at a tipping level for GDP per capita and a number of insurance coverage carriers are focusing extra on Indonesia,” mentioned Ficari.

Different venture-backed insurtech startups tapping into this demand embody Fuse, PasarPolis and Qoala. Each Qoala and PasarPolis concentrate on “micro-policies,” or cheap protection for issues like broken gadgets. PasarPolis additionally companions with Gojek to supply well being and accident insurance coverage to drivers. Fuse, in the meantime, insurance coverage specialists a web-based platform to run their companies.

Lifepal takes a unique strategy as a result of it doesn’t promote micro-policies, and its market is for purchasers to buy instantly from suppliers, not by way of brokers.
Based mostly on Lifepal’s knowledge, about 60% of its well being and life insurance coverage prospects are shopping for protection for the primary time. Alternatively, many automotive insurance coverage customers had insurance policies earlier than, however their protection expired they usually determined to buy on-line as a substitute of going to an agent to get a brand new one.

Ficari mentioned Lifepal’s goal prospects overlap with the funding apps which might be gaining traction amongst Indonesia’s rising center class (like Ajaib, Pluang and Pintu). Many of those apps present instructional content material, since their prospects are often millennials investing for the primary time, and Lifepal takes an analogous strategy. Its content material aspect, known as Lifepal Media, focuses on articles for people who find themselves researching insurance coverage insurance policies and associated matters like private monetary planning. The corporate says its web site, together with its weblog, now has about four million month-to-month guests, making a funnel for its market.

Whereas one in all Lifepal’s advantages is enabling folks to check insurance policies on their very own, many additionally depend on its buyer assist line, which is staffed by licensed insurance coverage brokers. In truth, Ficari mentioned about 90% of its prospects use it.

“What we understand is that insurance coverage is sophisticated and it’s costly,” mentioned Ficari. “Folks need to take their time to suppose they usually have a number of questions, so we launched good buyer assist.” He added Lifepal’s mixture of enabling self-research whereas offering assist is much like the strategy taken by PolicyBazaar in India, one of many nation’s largest insurance coverage aggregators.

To maintain its enterprise mannequin scalable, Lifepal makes use of a suggestion engine that matches potential prospects with insurance policies and buyer assist representatives. It considers knowledge factors like funds (based mostly on Lifepal’s analysis, its prospects often spend about 3% to five% of their yearly revenue on insurance coverage), age, gender, household composition and if they’ve bought insurance coverage earlier than.

Lifepal’s funding from ProBatus will enable it to work with Assurance IQ, the insurance coverage gross sales automation platform acquired by Prudential Monetary two years in the past.

In an announcement, ProBatus Capital founder and managing companion Ramneek Gupta mentioned Lifepal’s “three-pronged strategy” (its instructional content material, on-line market and reside brokers for buyer assist) has the “potential to vary the best way the Indonesian client buys insurance coverage.”

A part of Lifepal’s funding can be used to construct merchandise to make it simpler to assert insurance policies. Upcoming merchandise embody Insurance coverage Pockets, which is able to embody an utility course of with assist on the right way to declare a coverage—for instance, what automotive restore store or hospital a buyer ought to go to—and escalation if a declare is rejected. One other product, known as Simple Declare, will automate the declare course of.

“The purpose is to remain end-to-end with the shopper, from studying content material, evaluating insurance policies, shopping for after which renewing and utilizing them, so you actually see folks sticking round,” mentioned Ficari.

Lifepal is Cathay Innovation’s third insurtech funding prior to now 12 months. Funding director Rajive Keshup advised TechCrunch in an e-mail that it backed Lifepal as a result of “the corporate grew phenomenally final yr (12X) and is poised to beat its aggressive 2021 plan regardless of the proliferation of the COVID delta variant, accentuating the truth that Lifepal could be very a lot on monitor to copy the success of comparable international fashions corresponding to Assurance IQ (US) and PolicyBazaar (India).”


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