Lotte Insurance Platform 'Alice'
Cumulative Visitors 3.5 Million... Half of Policyholders Are 2030
Targeting MZ Generation with Golf Insurance, Deokming Out, Camping Car Insurance
Own Video Content Surpasses 15 Million Views
Lotte Insurance's lifestyle-oriented insurance platform 'ALICE' has marked its first anniversary with remarkable achievements, including an average of 10,000 insurance contracts per month. This innovative approach breaks away from traditional insurance products and service delivery methods, gaining significant popularity especially among younger generations.
20 Products Launched and 120,000 Contracts Signed in One Year
Since its launch on August 8 last year, Lotte Insurance's platform ALICE has introduced a total of 20 lifestyle-oriented insurance services over the past year. According to Lotte Insurance, approximately 120,000 contracts have been signed through the platform, with more than 10,000 insurance contracts being made monthly since March this year. The total number of contracts surpassed 50,000 in March, 80,000 in May, and 100,000 in July, showing a steep growth trajectory.
Notably, the average number of insurance services subscribed to by a single customer on ALICE is increasing. A Lotte Insurance representative stated, "The average number of subscriptions per customer, which was 1.3 at the beginning of the launch, has now increased to 1.8, and it is expected to reach around 2 in the third quarter. This indicates that customers are satisfied with contracting insurance services through ALICE."
Accessibility Targeting the MZ Generation, 50% of Contracts from 20s and 30s
A key feature of ALICE is its accessibility aimed at the MZ generation (Millennials + Generation Z). The share of customers in their 20s and 30s accounts for 50% of all contracts, and excluding golf insurance mainly used by those in their 40s and above, this ratio rises to 65%.
Lotte Insurance stated that through ALICE, they are striving to break the stereotype that "insurance is rigid and boring" and establish it as an "MZ playground" for the MZ generation. To this end, they introduced a customer-centric worldview called the 'ALICE Universe,' presenting six categories (FOR ME, FLEX, MY FAM, CREW, VILLAIN, HERO) that break the conventional classification framework of insurance.
ALICE has also innovated in terms of content. Through video content called 'PLAY ALICE,' it has recorded a total of 15 million views on platforms such as YouTube and TikTok. In particular, the 'Kim Cheong-gu Series' and 'Office Villain Encyclopedia - Weekend Destroyer Villain' content garnered 1.32 million and 2.32 million views respectively, gaining great popularity. This content strategy contributed to making insurance services less rigid, more accessible, and even enjoyable.
The 'Kim Cheong-gu Series' is original content based on the real experiences of ALICE team employees, cleverly conveying information related to insurance claims. Among the 'Office Villain Encyclopedia' series, the 'Weekend Destroyer Villain' episode resonated with office workers and achieved high view counts. It introduced 'office insurance' through episodes about the so-called ‘villain department head’ who gives work instructions on Friday evening and demands reports by Monday morning, reflecting the realities of office workers.
3.5 Million Visitors... Monthly Active Users Reach 560,000
Over one year, ALICE recorded a total of 3.5 million app visitors, with a peak monthly active user (MAU) count of 560,000. On average, about 290,000 users visited the app each month.
Unique insurance products with distinctive coverage ideas and affordable premiums, such as 'Deokming Out Accident Insurance' and 'Camping Car Insurance,' appeal strongly to younger customers. Additionally, the recently popular 'CREW Golf Insurance' has recorded about 33,000 contracts since its launch. This service enhances customer convenience by allowing one customer to insure the entire golf round team.
Lotte Insurance has set a goal for ALICE to become a role model for 'digital transformation' (DT) distinct from existing financial apps. Through platform innovation, product differentiation tailored to demand, and vibrant video content, ALICE has gained word-of-mouth popularity among the MZ generation and established itself as a 'hip' and friendly financial app within just one year.
A Lotte Insurance representative said, "We expect that young customers who come through ALICE will experience insurance services for the first time and become Lotte Insurance's 'future customers.' Furthermore, we aim to be the insurance company and platform that the MZ generation thinks of first when experiencing their first insurance service."
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