Thailand’s digital economy was already gaining traction before the pandemic, but Covid-19 turned gradual change into an industry-wide reset. The rapid rise of digital platforms, the Internet of Things, and insurtech innovations reshaped customer expectations overnight, forcing businesses to adapt faster than ever before.
From its early days as a digital insurance broker to becoming a leading insurtech and online insurance company, Roojai Insurance’s approach to creativity and technology has become a blueprint for how the industry can better serve customers in the modern age.
Roojai: redefining what insurance looks like
Roojai is a licensed insurance company specialising in online coverage. Established in 2016 as a brokerage, it now operates as Roojai Insurance PCL following its acquisition of FWD General Insurance in 2023, offering a range of motor and health products designed to be simple, affordable, and reliable.
Over the past decade, the company has grown into one of Thailand’s leading digital insurance providers, combining competitive pricing for safe drivers with technology that makes purchasing a policy far less painful than it used to be.
That model proved strong enough to export, and Roojai has since expanded into Indonesia in early 2022 on the back of its success in Thailand.
A fully digital experience, built before it was necessary
During the pandemic, Roojai switched lanes to launch a complete online insurance service within weeks to protect customers and staff while maintaining social distancing. What started as a practical response has since become the foundation of how the company operates.
The Roojai Mobile App handles the entire customer journey, from onboarding through to policy renewals, claims reporting, and document access. Users can upload and download e-documents instantly, complete purchases within minutes, update personal details, and monitor payment status, all from their phones.
New customers can also carry out their video car inspection directly through the app with an agent, request Roadside Assistance Service, or report an accident on the spot.
Combined with the Roojai Rewards programme, which lets users redeem points with partner brands and earn more through referrals, it puts the full insurance experience in the customer’s hands.
Insurance built around the individual, not the other way around
Traditional insurance has long pushed customers into off-the-shelf plans that often cost more than they should and cover more than they need. Roojai was built on a different premise: that no two drivers have the same requirements.
Research from Kasikorn supports the direction the company has taken. Hyper-personalisation is expected to be a defining business trend in the years ahead, with effective data management and a customer focus increasingly separating competitive insurers from the rest.
The numbers show that personalisation can reduce customer acquisition costs by 50% and increase purchase likelihood for 60% of website visitors.
Roojai draws on customer data, including age, driving behaviour, marital status, and area of residence, to sharpen its offerings. Customers can build their own coverage from a range of options, including excess insurance, choice of repair garage, driver plans, and add-ons like car replacement or roadside assistance.
The result is plans priced up to 30% below the market average.
Word of mouth as a growth engine
A survey on customer behaviour in the digital era, conducted by the College of Management at Mahidol University, found that brand advocates tend to spend more and serve as a credible source of information for potential customers.
The reach of that word of mouth is significant, with data showing that 45% of fans will recommend a product through offline channels, while 42% use both offline and online. Only 5% limit themselves to online platforms, and 7% say nothing at all.
Roojai has leaned into this by making reviews central to its customer-facing presence. Ratings and feedback, positive and negative, are displayed on the front page of its website and Facebook page, giving prospective customers a transparent picture before they commit.
More than 163,000 customers have shared their experience to date, producing an average rating of 4.9 out of five.
The company’s referral programme extends this further, awarding Roojai Rewards points for every successful referral. Customers can generate a unique URL and share it with friends, with reward points credited automatically and no additional steps required.
Partnerships with over 1,600 garages across Thailand
Behind the app and the pricing model sits a garage network that now spans more than 1,600 partners across Thailand. More than 800 of those are part of Roojai’s preferred garage network, selected for service quality and cost efficiency, savings that are passed directly to customers through lower premiums on policies that include the preferred garage option.
All repairs carried out through the network come with a 12-month warranty, giving customers confidence in both the quality of the work and the value of their policy.
Press release
The story How Roojai puts drivers behind the wheel of their own coverage as seen on Thaiger News.
