Mitihoon – Bangkok Life Assurance reinforces its leadership in care with a new chapter: “BLA GoodLife Keeper” Advancing its Well-Being Ecosystem and “Life Care Partner” Concepts Introducing “Huangrak Sood Khoom” to serve the need of a longevity society
Bangkok Life Assurance has shared findings from in-depth research into consumer behavior in an era of greater longevity. The findings indicate that Thai people now have an average life expectancy of 78 years, yet spend approximately 11 years in poor health towards the end of their lives. In response, the company is embarking on a new chapter under the concept “BLA GoodLife Keeper: Keep Life Good, for Longer”, extending its role from providing financial protection when insured events occur to delivering proactive, preventive and restorative care through BLA EveryCare and the BLA Well-Being Ecosystem. It is also developing its agents into “Life Care Partners”, equipped with the “4 GoodLife Accounts Guide” to help customers prepare for the future. Alongside these initiatives, the company is introducing “Huangrak Sood Khoom”, a whole-life insurance plan combining life, critical illness and accident protection in a single policy.
Mr. Chone Sophonpanich, President and Chief Executive Officer of Bangkok Life Assurance Public Company Limited, said the company’s review of research into Thai consumers’ behavior and needs showed that people are living longer. Average life expectancy in Thailand now stands at 78 years, while healthy life expectancy is approximately 67 years, leaving an 11-year gap during which people may experience illness and poor health in later life. The research also identified five underlying consumer needs: remaining independent for as long as possible (Stay Capable); retaining the freedom to make their own lifestyle choices (Stay in Control); securing protection without becoming a burden on loved ones (Stay Protected, Effortlessly), with more than 60% of consumers expressing concern about burdening their families; maintaining security and preparedness for life’s risks (Stay Secured); and avoiding loneliness as they grow older (Stay Connected).
Mr. Chone said Thailand’s transition towards a longevity society means that preparations made today must look beyond retirement planning. People also need to consider long-term healthcare expenses, chronic illnesses, changing family structures, and their emotional and relationship needs. The role of life insurance must therefore extend beyond selling policies to helping people build a lasting quality of life. With this in mind, Bangkok Life Assurance is promoting a better understanding of well-being across four dimensions: physical fitness, financial preparedness, emotional balance and healthy relationships.
“To help our customers sustain a good quality of life, Bangkok Life Assurance is taking a new direction as ‘BLA GoodLife Keeper: Keep Life Good, for Longer’. We are extending our focus from financial protection to an enhanced level of protection through Protective Care+, with products designed to help Thai people live longer and live well. This encompasses Proactive Care, which encourages healthy behaviors; Preventive Care, which supports prevention before illness develops; and Restorative Care, which helps people recover and return to their everyday lives as quickly as possible. We are also introducing GoodLife Care Check-in, enabling customers to review their life plans regularly with their insurance agents,” Mr. Chone said, adding:
“In 2026, Bangkok Life Assurance has introduced new policies that provide a broader range of protection and greater peace of mind through two approaches. The first is Extension, which extends protection through products such as ‘BLA Long Life Care’. This critical illness insurance moves beyond a one-off payment upon diagnosis to provide continuing benefits. It covers eight critical neurological and other conditions with long-term effects on daily living*, including Alzheimer’s disease and Parkinson’s disease, and pays an annual benefit equal to 10% of the sum assured, continuing up to age 99. The second approach is Expansion, which broadens protection to address the increasingly complex needs associated with longer lives. For example, ‘Gain 1st Savings & Flexi Care’ provides an additional annual well-being benefit equal to 10% of the sum assured. ‘BLA Saving and Care 168’ provides an additional annual benefit equal to 12% of the sum assured in the event of critical illness, together with a lump-sum benefit in the event of terminal illness. Meanwhile, ‘BLA Pension and Care 888’ provides an initial annuity payment equal to 30% of the sum assured at age 60, followed by annual payments of 8% of the sum assured until age 88. In the event of critical illness, it provides an additional annual benefit equal to 8% of the sum assured, payable from the first year.
“In 2026, Bangkok Life Assurance has introduced new policies that provide a broader range of protection and greater peace of mind through two approaches. The first is Extension, which extends protection through products such as ‘BLA Long Life Care’. This critical illness insurance moves beyond a one-off payment upon diagnosis to provide continuing benefits. It covers eight critical neurological and other conditions with long-term effects on daily living*, including Alzheimer’s disease and Parkinson’s disease, and pays an annual benefit equal to 10% of the sum assured, continuing up to age 99. The second approach is Expansion, which broadens protection to address the increasingly complex needs associated with longer lives. For example, ‘Gain 1st Savings & Flexi Care’ provides an additional annual well-being benefit equal to 10% of the sum assured. ‘BLA Saving and Care 168’ provides an additional annual benefit equal to 12% of the sum assured in the event of critical illness, together with a lump-sum benefit in the event of terminal illness. Meanwhile, ‘BLA Pension and Care 888’ provides an initial annuity payment equal to 30% of the sum assured at age 60, followed by annual payments of 8% of the sum assured until age 88. In the event of critical illness, it provides an additional annual benefit equal to 8% of the sum assured, payable from the first year.
Our latest offering, ‘Huangrak Sood Khoom’, is designed for working people across all occupations. Its key features include life protection to age 99, coverage for 25 critical illnesses and two additional accident benefits, all within a single policy. Premiums are payable over 20 years, with entry ages ranging from birth to 70 years and sums assured from 100,000 to 5,000,000 baht. Monthly premium payments are also available. If the insured is diagnosed with a covered critical illness, an advance benefit equal to 30% of the sum assured is payable to help meet medical expenses. The plan also includes two additional accident benefits at no extra premium throughout the 20-year premium payment term: an additional benefit equals to 5% of the sum assured for fractures, burns, scalds or internal organ injuries resulting from an accident; and an additional benefit equal to 50% of the sum assured in the event of accidental death or dismemberment.”
Ms. Onranat Nachapong, Executive Vice President, Marketing Strategy and Customer Management Division, said: “Insurance protection alone is not sufficient to sustain a good quality of life over the long term. Bangkok Life Assurance is therefore enhancing the BLA Well-Being Ecosystem and BLA EveryCare services to deliver tangible benefits to customers. Usage figures demonstrate the growing popularity of these value-added services. Within Restorative Care, for example, utilization of the Driving Home hospital transport service increased by 38.7%. Among users of home physiotherapy services, treatment for office syndrome accounted for the largest share at 75%, followed by aquatic physiotherapy at 11% and massage to relieve blocked milk ducts for new mothers at 6%.
In Preventive Care, we have also partnered with leading healthcare providers, including VitalLife, Bumrungrad International Hospital, Phyathai 2 Hospital and Samitivej Hospital, to offer in-depth health assessments through the Longevity Program. These include biological age analysis, bone density testing and stress hormone testing. Our focus on services that meet customers’ needs has helped drive a 65% year-on-year increase in new active users of the BLA Happy Life application. The services also achieved a Net Promoter Score (NPS) of 28.4%, with customers using their benefits an average of four times over six months.”
Mr. Jakkrapong Sangkeaw, Executive Vice President, Agency Division, said: “Within our agency channel, Bangkok Life Assurance has shifted its sales approach from beginning with products to beginning with ‘customers’ lives and goals’. We are also developing our agents into ‘Life Care Partners’ (LCP), helping us meet customers’ needs while supporting Thai people in preparing for longer lives.”
“We have evolved the role of our sales force from individual policy sales to providing ongoing support throughout customers’ retirement journey. Our agents are supported by ‘The 4 GoodLife Accounts Guide’, a tool that helps customers assess and plan for a balanced life across four dimensions. This strategy forms part of our ‘2X Scale Up Team: Mission to Infinity’ ambition to rank among the top five companies in the agency channel by 2028,” Mr. Jakkrapong said.
Over the past nine months, Bangkok Life Assurance has continued to strengthen its sales force through partnerships with leading educational institutions, developing financial expertise and innovation skills. It has also supported agents’ participation in global professional conferences, including MDRT and GAMA. These efforts have helped position the company among Thailand’s leaders in the number of agents holding Certified Financial Planner (CFP) and Associate Financial Planner (Thailand) (AFPT) qualifications. In addition, the company has provided its ‘Agents of Care’ training program to support agents’ progression towards becoming ‘Life Care Partners’, alongside ongoing activities nationwide covering life planning, health and longevity.
More than 65% of our agents have now completed the ‘Agents of Care’ program. This provides the foundation for the more advanced ‘Life Care Partner’ curriculum, which focuses on longevity and comprehensive well-being across all four dimensions. Among the new generation of life insurance agents who have completed the Life Care Partner program and applied its principles in their work, repurchase rates among existing customers have increased by as much as 5%, representing an almost twofold improvement. Between April and July 2026, the number of new policies generated by Life Care Partners also grew by 34% compared with the same period a year earlier. These results demonstrate how the transition towards becoming a partner throughout customers’ lives can effectively address their needs today,” Mr. Jakkrapong said.
More than 65% of our agents have now completed the ‘Agents of Care’ program. This provides the foundation for the more advanced ‘Life Care Partner’ curriculum, which focuses on longevity and comprehensive well-being across all four dimensions. Among the new generation of life insurance agents who have completed the Life Care Partner program and applied its principles in their work, repurchase rates among existing customers have increased by as much as 75%, representing an almost twofold improvement. Between April and July 2026, the number of new policies generated by Life Care Partners also grew by 34% compared with the same period a year earlier. These results demonstrate how the transition towards becoming a partner throughout customers’ lives can effectively address their needs today,” Mr. Jakkrapong said.
Mr. Chone concluded: “Preparing for physical and mental well-being, alongside financial readiness and healthy relationships, is fundamental to a good quality of life over the long term. Taking care of ourselves today is the starting point for building a good life that lasts. We believe this new chapter for Bangkok Life Assurance will enhance the care we provide and give our customers, and Thai people more broadly, greater confidence to enjoy longer lives with a good quality of life.”
Notes
- Please read the terms, coverage and exclusions carefully before purchasing insurance. Full details of coverage and policy conditions are set out in the insurance policy.
- Terms and conditions apply as specified by the company.
- *The eight covered conditions are Alzheimer’s disease, stroke (hemorrhagic or ischemic), Parkinson’s disease, severe head injury, motor neuron disease, muscular dystrophy, severe rheumatoid arthritis and total and permanent disability.
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