Audrey Wijaya, PR & Communications Lead at Qoala, shared with PUBLICO Magazine her strategic approach to communications, the unique challenges and opportunities in promoting digital insurance in Southeast Asia, and the future of the InsurTech industry.
With close to a decade of experience in communications, having worked with brands like Bosch Indonesia, Porsche, Gojek, and Giladiskon, how do you see your previous roles influencing your approach at Qoala?
My career trajectory reflects a deliberate pursuit of industry diversification to foster adaptability in a rapidly changing business landscape. While insurance is a mature industry, its growth has been stagnant. I hope that my experience across various sectors can contribute to Qoala’s brand development by applying innovative strategies.
What unique challenges and opportunities do you foresee in promoting a fully digital insurance experience in Southeast Asia?
Despite being a centuries-old industry, insurance remains underpenetrated, particularly in Southeast Asia. Low insurance literacy is a primary factor contributing to this challenge. However, the region’s burgeoning digital landscape, accelerated by the COVID-19 pandemic, presents a substantial opportunity for industry disruption.
To drive significant growth in the insurance sector, cultivating insurance literacy among younger demographics is paramount. By engaging this demographic early, we can establish a strong foundation for future industry expansion. The challenge now lies in developing effective strategies to reach and resonate with these digital-native consumers.
As someone leading PR efforts in a cutting-edge sector, what innovations or advancements are you most excited about for the future?
The InsurTech sector is leveraging technological advancements to redefine the insurance landscape. Historically, the industry has grappled with complex paperwork, cumbersome claims processes, and opaque product information, particularly in markets like Indonesia. Recognizing these pain points, InsurTech emerged as a catalyst for change. By offering 24/7 access to product details, instant policy issuance, and expedited claims, InsurTech is simplifying the insurance experience. The elimination of lengthy registration forms in favor of streamlined identification verification exemplifies these efficiencies. Ultimately, the increased accessibility and transparency afforded by technology are expected to foster greater insurance literacy among consumers.
What are some of the key trends and developments in the InsureTech industry that PR professionals should be aware of?
The InsurTech industry is undergoing rapid transformation, driven by technological advancements and changing consumer expectations by utilizing AI and machine learning, blockchain technology, embedded insurance, and cybersecurity and data privacy is definitely a priority.
Those technologies are being used to focus on creating seamless customer experiences across multiple channels, including mobile apps, websites, and social media. They are also leveraging data analytics to offer tailored insurance products and services as well as empowering customers to manage their own policies, claims, and inquiries independently through digital platforms.
By staying informed about these trends, PR professionals can effectively communicate the value of InsurTech innovations to stakeholders, build strong brand reputation, and position the company as the industry leaders.
Based on your extensive experience, what advice would you give to PR professionals looking to build a strong and effective communications strategy in a highly regulated industry like insurance?
In a highly regulated industry, staying up to date to the dynamic changes of industry regulations is as important as with the trends. Maintaining close relationships with relevant regulatory bodies and internal legal counsel is paramount to effectively communicating our key messages and ensuring compliance.
How can PR professionals effectively leverage digital platforms to enhance their communications efforts, especially in sectors that are traditionally seen as less digital-savvy?
The surge in internet usage across Southeast Asia precipitated by the COVID-19 pandemic has expanded the communication channels available for disseminating our key messages. A nuanced understanding of these channels is imperative for effective strategy development. Given the distinct audience behaviors on each platform, tailoring our messaging accordingly is crucial to optimize audience reception, engagement, and comprehension. Consequently, a channel-specific communication approach is essential.
As a final thought, what message would you like to share with fellow PR professionals and those aspiring to enter the field?
While the insurance industry is often perceived as unexciting, its reality is far more dynamic. Despite stringent regulations, the sector presents a compelling opportunity to contribute to the growth of a longstanding and expansive market.