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WeSure: a more social insurance buying experience

07
apr
2021
Céline Delacharlerie
Correspondante Innovation Retail Asie
2 minutes
WeSure is Tencent’s insurance platform, which allows Chinese users to buy, learn and do their insurance claim directly in the WeChat messaging app.

Identifying an opportunity to facilitate access to insurance in China, Chinese tech giant Tencent launches an insurance subsidiary, WeSure, in 2018. To be able to offer this service, WeSure has partnered with some of the best insurance companies in China, including PICC, Ping An and Taikang, to develop products jointly. With its ubiquitous messaging platforms in China WeChat and QQ, WeSure can push insurance products to users, and achieve its ambition of “insurance at hand”. With social sharing features and mini-games, which are Tencent’s greatest assets, WeSure has transformed the insurance buying experience into a more fun, social and positive experience, and quickly won the hearts of the Chinese. After two years of operation, WeSure has a user base of over 55 million Chinese, and has insured 25 million people, with premiums averaging over RMB 1,000 (EUR 128) and a renewal rate of 40%.

In June 2020, WeSure was ranked Best Insurtech in China by Insurance POST.

Why use WeSure?

Buying insurance for others

In WeSure, you can not only buy insurance for yourself, but also give it to your wife, parents or children. It is not only a purchase to cover a risk, but also a way to show your love, respect and attention for your loved ones, which makes it possible to associate positive emotions with a product often loaded with negative emotions.

Collect points to help sick children

In WeSure, you can play a mini-game called Penguin Paradise, which allows you to earn “love” points to help sick children. You earn points by answering questions, or by inviting friends for example. With 9000 “love” points, you can offer one day of treatment to a child with leukemia. Points earned can also be used to obtain gifts such as cushions featuring the iconic WeSure penguin.

Better understand your insurance

A “discovery” section equips users with basic knowledge to better understand which insurance to buy, how and for whom.

Earn gifts by improving your health

Thanks to the WeFit program, users can count the number of steps they do during the day, which encourages them to walk more and be healthier. You can earn 2 points for every 1,000 steps taken. The points are then used to obtain gifts, which can be cash, a health exam, a scale, a device to measure the tension etc.

Receive advice on your insurance with an "assistant"

You can easily access the WeSure assistant which gives you advice via the WeChat messaging service or by phone, for the small sum of 9.9 RMB (1.27 EUR). It provides a risk assessment service, it proposes a personalized insurance plan, or even services of explanation and follow-up after investment.

Céline Delacharlerie
Correspondante Innovation Retail Asie
Celine is the correspondent of the Echangeur in China. On the lookout for retail innovations, she identifies and analyzes the latest retail and consumer trends in Asia.
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