Launching a top-selling digital insurance plan
At Singlife Philippines, I've helped launch 100-in-1 Medical Plan, a product that largely helped in contributing to the company's annual revenue goal for 2023. It was launched in the Singlife App shortly after, and became one of the top selling products until today.
The Challenge
As of June 2023, Singlife Philippines was 50% behind its target policy count. Our best-selling product, 3-in-1 Protection Plan was losing traction because of its COVID-focused coverage, which is becoming less relevant. Because of this, we needed to quickly launch a new medical protection product that would attract new customers to the platform & support Singlife’s year-end targets for the rest of the year.
Singlife needed a simple, affordable, and scalable medical insurance product that could perform better than existing offerings and appeal to a broader segment of customers — all within a tight two-month delivery window.
Research Methods
Research
Customer Insights
According to Manulife’s Asia Care Survey 2023, 98% of Filipinos reported having at least one health-related anxiety, with the cost of treatment emerging as the top concern. The most feared illnesses are heart disease, diabetes, and stroke, reflecting both financial and health security worries among Filipinos
Research
Looking at What Others Are Doing
We reviewed customer interviews and behavioral data from previous Singlife products — particularly Cash for Medical Costs, which had a similar use case but more complexity. These helped us understand:
- Why users hesitated during the onboarding flow
- What insurance terms needed simplification
- Which screens had the highest drop-off
Research
Insights from Current Products
We reviewed customer interviews and behavioral data from previous Singlife products — particularly Cash for Medical Costs, which had a similar use case but more complexity.
Design Approach
Immediate Feedback
One of the major design decisions we made was to allow customers to see their initial quote update in real-time, as they add dependents and change their coverage.
Progressive Disclosure
By applying progressive disclosure, we gave customers just enough information to feel confident at each step, while letting them dive deeper if they wanted to. This also allowed us to balance simplicity to make customers feel in control with transparency, so the next steps are never hidden, just layered.
Wayfinding
Through wayfinding, we broke down the long application form into manageable steps, giving customers confidence to complete the application, especially those who also enrolled their dependents.
Details
The Outcome
Became the #1 Selling Product
Since it’s launch on October 2023, 100-in-1 Medical Plan became Singlife’s top-selling product until early 2025. Because of its success in GCASH, the product was migrated to the Singlife Plan & Protect App, contributing to its success as well.
