INSUREX Co., Ltd. (InsureX), a life and non-life insurance broker wholly owned by Siam Commercial Bank, has announced a strategic transition from a traditional brokerage model to a “Protection Advisory” approach following its rebranding from SCB Protect. The new model utilizes a 360 Protection Planning framework designed to deliver holistic protection solutions. To support this shift, the company is expanding its network of professional insurance advisors and increasing its number of Million Dollar Round Table (MDRT)-qualified professionals. InsureX aims to penetrate the mid-to-affluent customer segment by utilizing AI-driven personalization across three main distribution channels: advisory, digital, and telesales. The company has established a premium target of THB 10 billion by 2030.
Napatcha Pongwattanakitkul, Chief Executive Officer of INSUREX Co., Ltd., stated that the rebranding from SCB Protect to InsureX represents a operational shift toward holistic protection planning and elevated advisory standards in Thailand, while remaining fully owned by Siam Commercial Bank under the SCBX Group.
The company’s operational framework is built upon its “4INs” philosophy:
- Intelligence: Deep customer understanding.
- Innovation: Utilizing AI and technology for personalized protection.
- Integrity: Establishing trust through transparency and sincerity.
- In-Touch: Providing continuous support across all life stages.
Napatcha noted that consumers currently face accelerating changes and uncertainty across health, financial, and lifestyle dimensions. Citing the Global Insurance Outlook 2025 report, she highlighted that modern consumers expect hyper-personalized solutions, expert guidance, and seamless digital experiences, signaling a broader industry shift toward life-centric solutions rather than standalone policies.
Data from the Thai Life Assurance Association indicates that the domestic insurance market continues to face pressure from slower economic growth and high household debt. However, Thailand’s transition into a fully aging society and the expansion of the middle class are driving demand for long-term protection, financial planning, health and critical illness insurance, as well as savings and retirement-oriented life insurance. Insurance brokers remain a key distribution channel, and InsureX plans to position itself as a trusted protection advisor to address these specific needs.
To achieve its long-term objectives, InsureX is implementing three core strategies:
- Customer-Centric Advisory Experience: Delivering holistic protection across life and non-life insurance via 360° Protection Planning. This involves collaboration with insurance partners, technology integration, and sales ethics to build long-term relationships.
- AI-Driven Hyper-Personalized Solutions: Utilizing AI-powered protection plans built on customer insights to integrate life and non-life products for individuals and families.
- Omni-Channel Distribution Excellence: Integrating insurance advisors, digital platforms, and telesales to align with different customer segments. The company is prioritizing its advisory channel by developing MDRT-level advisors to international standards, alongside digital and telesales platforms to maximize customer reach.
Napatcha added that InsureX is focusing on the underpenetrated mid-to-affluent segment, which demonstrates strong potential for long-term protection planning. Customers in this segment seek trusted advisors, simplicity, convenience, and comprehensive solutions rather than sales-driven interactions.
To address these expectations, InsureX is transforming its salesforce into Holistic Protection Advisors by upskilling its advisory network and developing more MDRT-level professionals. Advisors will be tasked with providing comprehensive, personalized guidance tailored to each customer’s life goals, risk profile, and financial context.
Looking forward, InsureX expects an industry-wide transition from standalone product sales toward integrated protection solutions, which is projected to improve premium quality over time. As of 2025, the company has served over 600,000 customers and generated THB 4.3 billion in combined life and non-life premiums. Average premiums stand at approximately THB 40,000 per individual and THB 100,000 per family. To support its growth trajectory toward the THB 10 billion target by 2030, InsureX plans to expand its advisory force from 550 to 5,000 professionals, while increasing its number of MDRT and Top of the Table (TOT) advisors from 22 to 200.
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