Pioneering a premium life insurance brand
Insurance is not only one of the world’s oldest industries, at 4,000 years, give or take, but also among the largest, with roughly USD 9 trillion in premiums written in 2024. It is also an industry infused with life’s changes. At Chubb Life Hong Kong’s headquarters in Causeway Bay, Belinda Au, a 38-year veteran of the insurance industry, shared how Chubb, which traces its history to 1792, has changed and evolved in the age of digital transformation and against the unique landscape of cross-border insurance in the Greater Bay Area (GBA).
Q. What does Chubb Life HK think will drive innovations across the insurance market in Hong Kong?
A. There is one key change and innovation that’s loud and clear, from top to bottom and across geographies: digital transformation. This wave of innovation is set to reshape the future of the industry, especially in areas including back-office operations, underwriting functions and product pricing models.
Given Chubb’s broad and diversified nature, we are able to draw on a wide range of expertise and best practices from across our global operations. This enables us to collaborate effectively – both within our teams and with external partners to deliver innovative solutions. Inspired by Chubb’s success in other regions, Chubb Life HK has recently launched the first standalone policy in Hong Kong dedicated to supporting individuals with dementia and their caregivers. The key difference from existing products in the local market is that it also offers coverage and protection to the caregiver, in addition to the insured person who is diagnosed with dementia. In Hong Kong, a survey from a local university shows that many caregivers are likely to experience depression. We understand that dementia touches not only individuals, but everyone around them. Our product is designed to provide practical solutions and emotional support at every stage of the journey.
Q. The Greater Bay Area presents unique opportunities for cross-border insurance solutions. Can you share Chubb’s GBA strategy?
A. As more individuals cross the border between Hong Kong and Shenzhen on a daily basis, insurance product design must ensure that they are covered while traveling between Hong Kong and other GBA cities. We recently launched a GBA outpatient medical plan that provides coverage for customers regardless of whether they undertake medical treatment in Hong Kong or other GBA cities. In fact, a lot of people in Hong Kong now go to other GBA cities to get dental or eye treatment or medical checks, so we provide coverage for these customers as well.
When it comes to retirement products, the purpose determines the focus. Some products are designed for protection, such as covering medical treatment in Hong Kong or other GBA cities. Others are focused on savings. For retirement savings plans, your place of retirement is not important—you receive the funds upon retirement, and can choose to invest them in annuity plans, trusts, or banks. In terms of asset management and legacy planning, there are no geographic boundaries.
Q. What has the take-up been like on GBA health protection plans?
A. Hong Kong is positioned as an international financial hub, so a lot of people come here for asset accumulation and asset management. Since Covid, awareness of medical protection has become higher. Especially in the high net-worth space, there is more interest in protection plans for illness or medical needs. When people come to Hong Kong, they want to see solutions not only for their savings and assets, but also to see if there are any health protection plans.
Q. With Hong Kong’s ambition to be a global hub for intergenerational wealth transfer, what are you doing for high net-worth clients?
A. Chubb is already well known in the high net-worth space in North America. What we want to do is extend that to Asia. Hong Kong, as the financial hub of Asia, is a place where a lot of offshore customers come for their retirement solutions, be it high-net-worth or savings protection.
We wanted to increase brand awareness and tell people that we are a premium brand with specialized expertise in the high net-worth space. Chubb 1792 Club, our inaugural wealth center in Hong Kong, is an extension of that. It’s a place where distributors, agents and brokers can introduce us to the customers and conduct business discussions. The reason we use the name is that Chubb’s origins date back to 1792. When people ask why 1792, it’s a great opening to introduce them to the company’s history.
At Chubb, we collaborate closely with family offices in Hong Kong to support their legacy planning needs. Passing wealth to the next generation is a core objective for these clients, and we help them achieve this by offering comprehensive solutions. Our role goes beyond insurance – we work with lawyers, law firms, and family trust service providers to deliver a complete package tailored to each family’s unique requirements. Our goal is to coordinate these different services and deliver a concierge experience for our customers. That’s the key. We provide a comprehensive service, advising customers on their options.
We invest in ongoing training for our advisors and work closely with our broker partners to ensure every client receives a seamless, high-quality concierge experience. Our approach is holistic, focusing on building long-term relationships and continuously enhancing the level of service we provide.
Q. Chubb Life HK has launched several innovative initiatives and partnerships in recent years. How do these campaigns reflect the company’s evolving strategic priorities and values?
A. At Chubb Life Hong Kong, we strive to be seen as innovative and bold, not just following what others are doing. We also aim to be agile and resilient in a constantly changing environment. But above all, we are committed to excellence and we put our customers at the center of everything we do.
We regularly conduct surveys with different customer segments to understand their needs. It’s important that our customers feel recognized as individuals and see their unique identities reflected in our services. They want to feel connected and know that we are relevant to their lives. With these insights, we design initiatives and campaigns that truly resonate. For example, Chubb has been supporting Art Basel in Miami, and since Art Basel Hong Kong is highly regarded in the high net-worth market, it was a natural extension for us to sponsor the event locally.
At the time we were launching a new product, Chubb MyLegacy Insurance Plan, designed to help high-net-worth individuals accumulate wealth and pass it on to future generations in a structured way. In 2025, we used the legacy concept as the design basis for an immersive art installation called ‘Conversations of Life: Every Wish Lasts,’ which generated a lot of commentary about how we sparked meaningful conversations by asking bold questions.
Sports sponsorship is another way Chubb Life HK demonstrates its commitment to innovation and community engagement. For over six years, Chubb has partnered with some of the world’s leading tennis tournaments. When Ultimate Tennis Showdown (UTS) selected Hong Kong for its first Asian tournament, Chubb Life HK decided to sponsor the event. We also support Coleman Wong, Hong Kong’s highest-ranked professional tennis player, whose rapid rise has brought positive attention to the local sports community. His invitation to participate in UTS further highlighted our support for bold, pioneering talent. The positive feedback from these initiatives reinforces our values of innovation, leadership, and making a meaningful impact in the communities we serve.
Q. You’ve had an extensive and successful career in the insurance industry. What influenced you to choose this path?
I studied actuarial science at the University of Toronto, which naturally led me to the insurance industry after graduation. I’ve been fortunate in getting all kinds of exposure in the insurance industry, from frontline roles to back-office functions. The opportunity to take on new challenges, learn continuously, and move into different functions has always motivated me.
Insurance is fundamentally about helping people. Early in my career, I saw firsthand the positive impact we can have. That sense of purpose continues to inspire me in this industry.
Belinda Au is President of Chubb Life Hong Kong and Head of North Asia. Prior to her appointment in August 2022, she held leadership roles in international insurance companies across Singapore and Hong Kong. She graduated from the University of Toronto with a degree in actuarial science and applied mathematics.