INSUREX Co., Ltd. (InsureX), a life and non-life insurance broker wholly owned by Siam Commercial Bank, is accelerating its expansion following its rebranding from SCB Protect to InsureX. The company has unveiled a strategic shift from a traditional brokerage model toward a “Protection Advisory” approach, delivering holistic protection solutions through its 360 Protection Planning framework to address customers’ evolving needs. To support this transformation, InsureX is strengthening its core distribution through professional insurance advisors, while developing more MDRT-qualified advisors to enhance advisory quality and elevate customer experience. The company aims to expand its reach in the mid-to-affluent segment, leveraging AI-driven personalization alongside a robust three-channel strategy - advisory, digital, and telesales - to deliver the right solutions at the right time. InsureX has set its goal to achieve THB 10 billion in premiums by 2030.
Ms. Napatcha Pongwattanakitkul, Chief Executive Officer of INSUREX Co., Ltd., stated that the rebrand reflects more than a name change from SCB Protect to InsureX. While remaining part of SCBX Group and fully owned by Siam Commercial Bank, the company is redefining how it serves customers—shifting from selling products to enhancing people’s lives through holistic protection planning, while elevating the standards of insurance advisory in Thailand, adhering to the operating principles of InsureX, which align with the future of the insurance business dedicated to maximizing customer benefits.
At the core of InsureX’s philosophy is its “4INs” framework: Intelligence – Deep customer understanding; Innovation – Leveraging AI and technology for personalized protection; Integrity – Building trust through transparency and sincerity; In-Touch – Providing continuous support throughout every life stage.
“Today’s consumers face evolving change at unprecedented speed and increasing uncertainty across health, financial, and lifestyle dimensions. Protection must go beyond offering trusted products - it must truly understand customers’ lives and provide ongoing support at every stage. According to the Global Insurance Outlook 2025 report*, modern consumers expect hyper-personalized solutions, expert guidance, and seamless digital experiences. The future of insurance lies in delivering life-centric solutions, not standalone policies,” said Ms. Pongwattanakitkul.
According to the Thai Life Assurance Association, the insurance market continues to face pressure from slower economic growth and high household debt. However, Thailand’s transition into a fully aging society, coupled with the expansion of the middle class, is driving stronger demand for long-term protection and financial planning. Demand is particularly rising for health and critical illness insurance as well as savings and retirement-oriented life insurance. Insurance brokers remain a key channel for delivering value-added advisory to customers. InsureX aims to elevate industry standards by positioning itself as a trusted protection advisor, delivering tailored solutions with understanding throughout customers’ life journeys.
To achieve its long-term vision, InsureX is executing three key strategies:
1. Customer-Centric Advisory Experience
Delivering holistic protection coverage across all life dimensions through 360° Protection Planning, spanning life and non-life insurance. This includes close collaboration with insurance partners, combined with professional expertise, technology integration, and strong sales ethics to build long-term relationships.
2. AI-Driven Hyper-Personalized Solutions
Differentiation through AI-powered protection plans that leverage deep customer insights, integrating life and non-life products to develop tailored solutions for individuals and families.
3. Omni-Channel Distribution Excellence
Strengthening and integrating three key channels—insurance advisors, digital platforms, and telesales - to deliver the right experience for each customer segment (Right Channel, Right Customer, Right Timing). The company is prioritizing the development of its advisory channel, aiming to expand Million Dollar Round Table (MDRT) - level advisors to international standards of excellence. This will elevate the quality of advice and better address the needs of target customers. Combined with robust digital platforms and telesales, this approach enhances efficiency and ensures more comprehensive customer reach.
Ms. Pongwattanakitkul added that “InsureX is targeting the mid-to-affluent segment, which shows strong potential for long-term protection planning but remains underpenetrated. This segment seeks trusted advisors rather than sales-driven interactions. They want simplicity, convenience, and comprehensive solutions in one place.”
To meet these expectations, InsureX is elevating its salesforce into Holistic Protection Advisors while simultaneously expanding and upskilling its advisory network and developing more MDRT-level professionals to strengthen trust and service quality. Advisors are expected to go beyond simple product recommendations and instead provide comprehensive, personalized guidance that aligns with each customer’s life goals, risk profile, and financial context.
Looking ahead, InsureX anticipates a broader industry shift from standalone product sales toward integrated protection solutions, which is expected to enhance premium quality over time. As of 2025, the company has served over 600,000 customers and generated a total of THB 4.3 billion in combined life and non-life premiums, with an ambitious target of reaching THB 10 billion in premiums by 2030. On average, premiums stand at approximately THB 40,000 per individual and THB 100,000 per family. To support this growth trajectory, InsureX plans to significantly expand its advisory force from 550 to 5,000 professionals by 2030, while also increasing the number of MDRT and TOT advisors from 22 to 200 to further elevate the quality of customer advice and long-term care.
#InsureX #EveryStepInsured
Note: The Global Insurance Outlook 2025 report is referenced from Deloitte Global Insurance Outlook 2025.
About INSUREX Co., Ltd.
INSUREX Co., Ltd. is a life and non-life insurance brokerage under the SCBX Group, fully owned by Siam Commercial Bank. The company offers a wide range of insurance solutions, including:
• Life insurance: health, critical illness, savings, and long-term financial planning
• Non-life insurance: motor, accident, home, property, and travel insurance
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