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Inside FWD’s AI-driven approach to insurance

As FWD looks to scale its insurance business, it turns to artificial intelligence (AI) to simplify customer interactions and modernise the insurance experience.

Changing the way people feel about insurance requires more than new products, it demands a fundamental rethink at how insurers engage with customers, and FWD Group understands this. For FWD, this means embedding AI into everyday insurance practices, from streamlining operations and empowering employees to delivering more personalised and engaging customer experiences.

The Hong Kong based life and health insurance business serves approximately 40 million customers across 10 markets. Its regional footprint spans across Hong Kong SAR, Macau SAR, Thailand, Cambodia, Japan, the Philippines, Indonesia, Singapore, Vietnam, and Malaysia. FWD’s customer-led and tech-enabled approach aims to deliver innovative propositions, easy-to-understand products and a simpler insurance experience.

“Working alongside regulators and industry peers has helped us translate AI ambition into prac;tical, compliant solutions that deliver real value to customers and the business,” said Ryan Kim, Group Chief Technology and Digital Officer of FWD Group. Guided by the group’s ambition of changing the way people feel about insurance, they went on to launch and implement several key AI dominated initiatives in 2025 that has changed the way FWD operates group wide, as well as how they communicate with their clients.

These initiatives include:

FWD Opus – cloud-based digital operations and management platform

Opus, “Operations Platform for us”, enabled FWD to achieve both localised excellence and scalable efficiency across markets. Conceived as a strategic solution to simplify processes, integrate systems, and deliver a seamless cross-market experience, it turned operational challenges into opportunities for transformation. By replacing legacy infrastructure with a single, unified platform, Opus harmonises claims, purchasing, and servicing—transforming what was once a significant business impediment into a coherent, scalable advantage.

The platform also supports paperless operations through automation and digitisation of core operational processes and enhances straight-through processing outcomes. It  integrates FWD’s key platforms such as ‘Cube’, an agent portal and ‘Omne’, a consumer and policy self-service platform into a single, connected ecosystem.

FWD Golden Script System – Generative AI (GenAI) powered sales script generator

Developed in house, FWD launched the GenAI-powered Golden Script System in 2025 to transform insurance sales calls into more personalised and needs-driven conversations. The solution uses AI, behavioural insights and proven call design practices to generate tailored scripts based on each customer’s tone, life stage and individual needs, while also helping agents handle objections more effectively.

The initiative addresses the complexity of insurance sales, where regulatory requirements, trust-building and intricate product structures can make it difficult for customers to understand their options and for agents to guide decisions effectively, says FWD. By replacing generic sales pitches with adaptive, customer-centric conversations, the system improves customer clarity, enhances engagement and boosts agent productivity.

FWD AI Sentinel – AI governance and monitoring structure

The structure was launched as a benchmark for ethical governance across the company, ensuring AI is deployed responsibly. It does this by embedding responsible AI governance throughout the entire AI lifecycle through mandatory risk assessments, approval gateways and model reviews, ensuring that risks related to privacy, security, bias, hallucinations and customer impact are proactively addressed before deployment.

Furthermore, a centralised AI gateway enforces standardised pre- and post-call guardrails including personally identifiable information scrubbing, prompt injection protection, unsafe content filtering and hallucination checks across all GenAI initiatives.

To support its presence across 10 diverse markets, FWD also implements culture-specific guardrails that align AI interactions with local languages, customs and social norms, promoting inclusivity and trust. These controls are complemented by enterprise-wide AI registries that provide end-to-end traceability and transparency for more than 300 AI models, enabling effective governance, accountability and regulatory readiness at scale.

FWD aims to continue making enhancements to its digital customer experience by positioning itself as future ready platform through FWD Opus, Sentinel and its GenAI golden script system.

FWD Group took home three awards at The Digital CX Awards 2026 which are:

  • Best Gen AI First CX Transformation Strategy – Hong Kong, SAR, China
  • Best AI Guardrails & Responsible GenAI for CX – Insurance
  • Best Use of Technology for Customer Experience – Overall Insurance

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