Intro
Cathay Insurance identified a key challenge: younger customers were avoiding traditional insurance due to uncomfortable in-person sales, time-consuming processes, and expensive, one-size-fits-all packages that didn’t match their lifestyle.
To address this, Cathay launched Besafe, its largest digital transformation project in 2020–2021. Besafe is an intuitive, e-commerce-style platform offering affordable, easy-to-understand insurance products tailored to everyday needs. Designed with first-time buyers in mind, it simplifies the entire insurance journey—from purchasing policies to submitting claims—all through a fully online experience.
Roles & Responsibilities
- Product management:
- UX Design:
Project Context
- Time: January 2020 – February 2021
- Team: new business incubation (NBI) team, Development team, Cathay Insurance product team, Cathay Insurance actuarial team, Marketing team, Legal team, Customer service team…
Tools Used
- Figma
- Jira
- Excel
- PowerPoint
Project Highlight
E-commerce purchasing experience
Besafe is Taiwan’s first insurance platform to provide an e-commerce purchasing experience, making it easier for younger customers to buy insurance products. This innovation helps Cathay Insurance stay competitive in a rapidly changing market.
Full process coverage.
Besafe not only covers the insurance purchasing process but also allows users to submit claims and track their compensation status
Lighten insurance package
Besafe disrupts traditional full-package insurance by offering coverage tailored to specific scenarios and timeframes. This approach enables customers to purchase insurance that meets their unique needs at an affordable price.
The detailed product design and product management process is password-protected to protect company and client privacy. Please contact me for access. Thank you
Press conference
On December 6, 2020, Cathay held a press conference to launch Besafe.
Media coverage
