APAC Brokers Reap Benefits of Zurich’s Platform Expansion

Zurich Insurance Asia Pacific has launched Zurich Edge Assist, a unified digital platform designed to streamline sales, servicing and claims operations for intermediaries across the region.

The platform consolidates previously fragmented processes into a single interface, eliminating manual handoffs and enabling agents and brokers to focus on delivering personalised advice to customers.

Edge Assist operates as a comprehensive hub for both internal and external users, with tailored access and functionality based on individual roles.

The system provides real-time visibility into customer activity, ensuring leads and interactions are tracked and prioritised to prevent missed sales opportunities.

Indonesia leads regional rollout

Zurich Insurance has deployed Edge Assist initially in Indonesia, with individual agents and travel agents among the first intermediaries using the platform.

Further rollouts are planned for India, Japan and Malaysia, with expanded product offerings and features scheduled through the end of 2025 and into 2026.

The platform's multi-market, multi-product architecture allows it to adapt to local market needs while supporting diverse insurance propositions.

Unified technology stack for seamless integration

The platform leverages a cloud-native technology stack with readily available APIs, enabling flexible integration with existing systems.

Partners can connect through seamless API integrations with agent portals and banking systems, or via white-labelled solutions, facilitating faster deployment across channels and markets.

Key features available now include automated lead prioritisation and assignment, complete customer profile views with real-time data syncing, and flexible commission structures supporting multiple payment options.

Features currently in development include personalised dashboards with integrated diary functions for task management, and AI-powered product recommendations to enhance personalisation and speed of service.

Digital transformation accelerates across APAC

The regional insurance industry is undergoing rapid digital transformation, driven by rising smartphone adoption, growing middle classes and increasing insurance penetration.

The Asia Pacific region hosts some of the world's leading insurtech innovators, with companies from Indonesia, India, Singapore, Japan and other markets disrupting traditional insurance practices.

Roopa Malhotra, Head of Customer & Digital, Asia Pacific at Zurich Insurance, says: "Zurich Edge Assist reflects our commitment to digital excellence and customer-centricity."

Roopa adds: "By bridging online and offline experiences, we're enabling our partners and intermediaries to offer choice and deliver seamless, personalised insurance solutions across multiple markets and product lines."

Regional context drives platform development

The platform launch comes as insurers across Asia Pacific invest heavily in digital enablement of distribution channels and back-office automation through straight-through processing.

Customers across the region increasingly demand services delivered in a timely and accessible fashion, similar to experiences in other digitally transformed sectors.

Edhi Tjahja Negara, Country Manager at Zurich Indonesia, says: "With Zurich Edge Assist, we're accelerating our distribution capabilities by unifying agents, digital partners and customer touchpoints into one ecosystem."

Edhi adds: "This is a major step forward in delivering more responsive, personalised and innovative insurance experiences."

The platform's development reflects broader industry trends towards embedded insurance, API-led integration and omnichannel customer experiences across Asia Pacific markets.

Built-in logic streamlines underwriting referrals and operational workflows, ensuring customers receive consistent experiences at each stage of their insurance journey.