Online-Merge-Offline platform drives customer engagement and upsell/cross-sell opportunities
Discover how an AI‑powered OMO platform, enabled through Hannover Re’s collaboration with MKY, has been successful in meeting customer needs by creating more natural, seamless digital journeys.
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Background
A notable decline in insurance agents across Asia following COVID-19 accelerated the need for an Online-Merge-Offline (OMO) platform, to boost customer engagement.
By delivering tailored communications, personalised promotions, and smart-matching customers with agents, OMO reintroduces a personalised touch into digital distribution.
Description of solution
The partnership between Hannover Rück SE Shanghai Branch and MKY aimed to evaluate OMO’s effectiveness in re-engaging orphaned customers and improving upsell/cross-sell outcomes. This project also explored how demographic, socio-economic, and behavioural data collected via OMO can inform pricing strategies and product design.
With the OMO platform, the participating insurer is empowered to deepen their understanding of existing customers through a data-driven, consent-based approach.
- The process begins with the insurer providing the insurtech Mai Kai Ying (MKY) with a curated list of current policyholders with declared consent.
- MKY then initiates contact with these individuals to request their explicit consent to monitor their digital footprint on China’s leading super-app, which integrates social networking, financial services, and lifestyle functionalities.
- Once consent is obtained, MKY leverages the rich behavioural, demographic, and financial data available through the super-app to build detailed customer profiles. This enables advanced segmentation and the identification of protection gaps that may not be visible through traditional channels.
- Using artificial intelligence, MKY generates personalised messaging and promotional offerings tailored to each customer segment, ensuring relevance and resonance.
MKY continually seeks to understand customer preferences by observing engagement patterns, such as which insurance-related articles are read in full, which promotional offers receive responses, and other behavioural signals.
This ongoing analysis allows for dynamic micro-segmentation, refining customer profiles in real time and adapting communications accordingly. Customers are then matched with advisers/agents based on their segment and expressed preferences.
Most administrative and communication tasks are automated to maximise operational efficiency. However, the system is designed to prompt advisers at key moments in the customer journey – such as when a customer shows interest in a specific product or reaches a milestone – to initiate direct contact. This hybrid approach ensures that while automation drives scale and consistency, human interaction adds a layer of empathy and personalisation.
“When the value exchange is clear and relevant, and the data is well protected, customers are more willing to provide access to their data. Smarter engagement comes from smarter data insights. AI turns complexity into clarity and enables personalisation at scale.”
Results and expected benefits
Our launch showed results of a highly responsive, data-informed customer experience that improves engagement and creates a more seamless journey. We believe this strengthens customers trust and satisfaction as well.
By combining behavioural insights, AI-driven automation, and timely human touchpoints, MKY and insurers are redefining how insurers connect with and serve their customers in the digital age.
The OMO platform applies AI and behavioural science to micro-segment customers, enabling highly personalised services. This approach has already delivered results: a ~20% lead conversion rate and over 1,000 new policies sold within months of launch.
Process and implementation considerations
- Enter into a vendor-based relationship with the OMO provider.
- Securing sufficient customer consent and clearly communicating the value exchange (what’s in it for them?) is essential from the outset.
- Providing opt-in/out options to the OMO platforms ensures transparency and builds trust, which is key to achieving high conversion and engagement rates.
How Hannover Re can support you
We connect our insurance clients with vetted insurtech providers, support in managing those partnerships and offer reinsurance solutions that help bring innovations like OMO to life.
To explore these opportunities further, please reach out to your Hannover Re contacts.
Disclaimer:
The information presented in this case study, as well as in any other descriptions of projects or cooperations, is for general informational purposes only and does not constitute legal advice, regulatory guidance, medical advice, or any form of professional advisory service. To avoid any wording that could be interpreted as implying medical effectiveness, this document must not be understood as containing, asserting, or suggesting any medical efficacy claims. Nothing in this document shall be construed as a legally binding offer to enter into any contract or agreement of any kind. All results, performance indicators, and outcome descriptions reflect the specific conditions and parameters of the referenced project(s) or product launch(es). They are not guarantees, promises, or assurances of comparable or future performance in any other context. No warranty is given – whether express or implied – particularly that comparable or similar results can or will be achieved elsewhere. Any potential success of comparable initiatives critically depends on the lawful and compliant ability to contact policyholders, including the validity of any required consent under the applicable legal framework. All third‑party entities mentioned in this document, including insurtech companies, are independent businesses and operate separately and autonomously from Hannover Re. Their services, solutions, or technologies are neither endorsed nor guaranteed by Hannover Re and are subject to their own terms and conditions, unless explicitly stated otherwise. References to third‑party trademarks or brands are made solely for descriptive purposes and remain the property of their respective owners. No affiliation, sponsorship, approval, or endorsement by those owners is implied. Statements in this document regarding benefits, compliance requirements, risks, risk assessments, or business cases are based on our subjective experience, judgment, or interpretation. They do not replace - and must not be relied upon as a substitute for - independent assessment, verification, or due‑diligence activities by customers or other stakeholders. In particular, all aspects relating to data protection requirements (including but not limited to GDPR considerations) and AI‑related regulatory obligations must be independently assessed, verified, and evaluated by interested parties in light of their own legal and operational frameworks. The use of the terms such as “partner” or “partnered” without further qualification solely indicates that we cooperated on specific activities or exchanges with third parties; it does not imply a legal partnership, joint venture, affiliation, or any form of shared corporate structure. Each party acts independently and on its own behalf. Hannover Re and/or affiliated companies of the Hannover Re Group assume no liability for the accuracy, completeness, or future applicability of the information provided in this document.
