AIA Australia has made its website more customer-focused, by allowing access through any mobile device or tablet.

It follows a review of the life insurer’s digital presence and advancements in technology.

Changes include simplification of products and services and a semantic search function, to help customers find answers based on meaning, not just key words.

A new mobile application for AIA Vitality has also been introduced.

During the review focus groups across Australia provided feedback on enhancing the relevance of life insurance offerings.

Chief Marketing Officer Renae Smith says a key finding is the need for insurers to personalise products, “and to make much greater use of storytelling to explain the connection between them and their customers, while making the value of life insurance offerings more clear”.

“We know through extensive research that people aren’t engaged by the subject of life insurance, and perhaps previously accepted this might always be the case,” she said.

Ms Smith says AIA wants to create a more personal connection to its products and services, by appealing to people’s aspirations rather than fears.

“People want access to information quickly and through any device, but if we don’t appeal to them on an emotional level we won’t be successful in changing perceptions around life insurance.”