Hong Kong’s digital life insurer Blue has adopted the iAM Smart authentication method, providing a digital alternative for customers to verify their identity during the online policy application process. Blue claims to be the first insurer to do so.

iAM Smart was launched by the Hong Kong government to allow the use of a single digital identity and authentication to conduct government and commercial transactions online.

By adopting iAM Smart authentication, Blue provides customers with an option to remove the hassle of uploading an image of their identity card when they make new online policy applications.

Instead, they can verify their identity within the iAM Smart mobile app, if they are registered users, resulting in a better seamless digital customer journey with enhanced convenience and flexibility.

iAM Smart authentication is now available for selected Blue insurance products, including WeMedi Outpatient Protector, which covers seven types of outpatient services anytime throughout the year, as well as WeGuard PharmaEASY Protector, which is a pharmacy benefit plan in Hong Kong that allows claims for actual pharmacy expenses.

Going forward, the use of iAM Smart authentication will also be adopted across other Blue insurance products.

Charles Hung, CEO and Executive Director of Blue, stated,

“We are proud to bring our customers yet another market-first functionality by adopting ‘iAM Smart’ authentication into Blue’s online platform. This is fully in line with our mission to lead the complete digitisation of the insurance experience, something that our customers are increasingly looking for.

 

With the enhanced digital insurance journey, we hope to make lives easier and provide a higher level of peace of mind for customers, which is ultimately the central tenet and purpose of Blue.”