ESDlife and FWD Hong Kong join forces to launch MAX Health Shop

Beyond traditional insurance: meeting the growing demand for preventive healthcare

FWD Hong Kong’s 2023 claims report revealed a substantial increase in health insurance claims¹ with a total of 43,802 cases paid out, representing a year-on-year increase of 18%. This highlights the growing need for comprehensive health coverage among Hong Kong people.

Ken Lau, Managing Director of Greater China and Hong Kong Chief Executive Officer, FWD, said, “Growing health awareness brings evolving customer needs. FWD strives to think in our customers’ shoes by constantly innovating our products and services to bridge the health protection gap. We also recognise the vital role of preventive healthcare, which is why we have been an advocate of healthy lifestyle through curated content on FWD MAX. We are excited to be the first insurer in Hong Kong to partner with ESDlife – through this brand new MAX Health Shop, we strive to go beyond traditional medical insurance offerings by empowering our customers to take control of their health, catering to their protection needs from prevention to recovery.”

Tony Ma, Chief Executive Officer of ESDlife, said, “health.ESDlife, our health e-commerce platform, is the first online platform in Hong Kong to offer medical checkup services. With over 20 years of experience in online sales, we curate a comprehensive range of high-quality and professional health checkup services, including annual checkups, gynecological and men’s health checkups, medical imaging and scans, cancer screenings, allergy and DNA tests, child development assessments, and more. In this collaboration targeting FWD MAX members and potential customers, we have selected a diverse range of medical checkup services and products to enhance and enrich the platform, aiming to proactively promote public health awareness through our joint efforts with FWD.”

One-stop-shop for health and wellness products and services; use MAX points as cash

Supported by health.ESDlife, MAX Health Shop offers an unparalleled selection of over 2,000 health checkup services and products, encompassing health screening, dietary supplement, wellness products for the household, and more. The platform features over 100 healthcare brands and a network of over 70 medical partners, providing FWD MAX members with a convenient and comprehensive shopping experience.

What’s more, MAX Health Shop makes it easy for users to compare, select, and instantly book health and wellness products and services simply by logging onto the platform. Members can also enjoy the added benefit of offsetting their purchases with MAX points, making their points work like cash.

FWD Care members – customers holding any FWD critical illness or medical insurance policies² – are able to enjoy a range of FWD Care members exclusive offers and value-added services, including skin care, body shaping and Chinese medicine hair care services, in addition to the health and wellness products on the platform. Relevant products and services will be available starting from late August.

FWD MAX membership continues to grow as Hong Kong embraces a healthier lifestyle

FWD MAX (fwdmax.fwd.com.hk) continues to offer a diverse range of lifestyle experiences for its members. In 2023, 26 concerts and events were hosted, attracting over 910,000 attendees. By providing health-related information and rewards, FWD MAX encourages individuals to be more aware of their physical and mental well-being and embrace a healthier lifestyle. The platform has received widespread popularity since its inception, recording impressive double-digit percentage growth in membership every year. Going forward, FWD MAX will continue to introduce different lifestyle experiences and exclusive member privileges, empowering individuals to pursue their passions and celebrate living.

¹ Total claims cases paid include death, critical illness, medical, and personal accident claims.  

² Must hold at least one active critical illness or medical insurance policy underwritten by FWD Life Insurance Company (Bermuda) Limited (incorporated in Bermuda with limited liability) (“FWD”).

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About ESDlife

ESDlife, an early pioneer in online engagement, is a joint venture between CK Hutchison (formerly Hutchison Whampoa) and Hewlett-Packard HK SAR. This collaboration has led to the development of world-leading and award-winning e-government services for Hong Kong. The company now operates several major business streams. Its one-stop health e-commerce platform provides consumers with a comprehensive range of preventive, monitoring, and health protection medical check-up services and health products. ESDlife also delivers integrated marketing and digital solutions to a diverse array of corporate clients. Its online media platforms offer a wide range of lifestyle information across segments including Wedding, Anniversary, Family, and Health. ESDlife is dedicated to promoting the integration of information technology with daily life, striving to make people’s lives easier and better through digital technology.

About FWD Hong Kong

FWD Hong Kong is part of the FWD Group, a fast-growing pan-Asian life insurer with more than 13 million customers across 10 markets, including some of the fastest-growing insurance markets in the world. FWD is a top 4 life insurer new business case count in Hong Kong^*.

FWD Hong Kong has been assigned strong financial ratings by international agencies. It offers life and medical insurance, employee benefits, and financial planning.

Established in 2023, FWD is focused on making the insurance journey simpler, faster and smoother, with innovative propositions and easy-to-understand products, supported by digital technology. Through this customer-led approach, FWD is committed to changing the way people feel about insurance.

For more information about FWD Hong Kong please visit www.fwd.com.hk.

* Source: Provisional Statistics on Hong Kong Long Term Insurance Business - January to December 2023, Insurance Authority of Hong Kong. The calculation combines individual and group businesses.