Harshal Shah, chief marketing and experience design officer at Manulife Asia, has discussed how the concept of longevity in Asia is changing and what this shift means for the insurance industry.
“The definition of longevity in Asia today extends beyond merely living longer; it focuses on overall quality of life,” Shah told Insurance Business, citing findings from Manulife’s 2025 Asia Care Survey.
The survey found that 62% of respondents across Asia prioritise maintaining financial, physical, and mental freedom over simply extending life, which only 8% considered most important. This shift is driven by ageing populations and the growing need for professional guidance to navigate uncertainties such as rising healthcare costs, sustaining income post-retirement, and caring for loved ones.
Shah noted that this changing mindset is pushing insurers to rethink product development and customer engagement. “Insurers that address the complex interplay between physical health and financial security can build richer, more engaging relationships with clients,” he said. Manulife is responding by integrating protection and investment solutions to support customers throughout their life journey with holistic health, wealth, and retirement offerings.
Holistic Well-being and Preventative Health
The Asia Care Survey also revealed a gap between perception and behaviour in preventative health. While 62% of respondents believe they take adequate preventative measures, 36% already face critical health issues affecting their lifestyle. Fewer than one in four track key health indicators such as mobility, muscle mass, and grip strength. This indicates a need for greater awareness of how lifestyle choices influence long-term health and independence.
Shah highlighted the importance of meeting customers where they are, often through partnerships with health and lifestyle service providers. Manulife’s MOVE platform, relaunched in Singapore, encourages active living by offering a health and wellness ecosystem. The platform rewards users for achieving daily step targets and completing challenges, providing tangible incentives for healthier lifestyles.
Differentiation Through Technology and Partnerships
ManulifeMOVE uses technology and artificial intelligence to deliver personalised health and financial tools. In Singapore, the platform connects customers with more than 16 partners, offering preventative health services, medical care, wellness experiences, and exclusive travel and lifestyle services.
“With ManulifeMOVE, we are creating spaces of connection, inspiration, and empowerment – not just selling insurance,” Shah said. Strategic partnerships are central to the approach. In Hong Kong, coverage now includes over 38,000 hospitals in mainland China, supporting cross-border medical treatment. In Singapore, collaborations with Guardant and AMILI provide advanced cancer diagnostics and gut health screening, respectively. These partnerships aim to enhance healthcare access and build trust through meaningful engagement.
AI Integration and Workforce Transformation
Manulife has implemented generative AI across global operations, with over 75% of its workforce using these tools. Shah emphasised the need to deploy technology with empathy, ensuring ethical, safe, and sustainable AI use. Proprietary tools such as the Sales Agent Enablement Tool and AI Assistant have improved customer experience and sales support by providing insights and reducing administrative burdens.
Shah advised insurers to invest in AI tools across the workforce and foster a culture of innovation. “A workforce fluent in where GenAI can have the greatest impact enhances the customer experience at every touchpoint,” he said.
Industry Collaboration and Future Outlook
At the Longevity Symposium, Shah stressed that insurers must focus on both health span and lifespan, integrating health and financial solutions to help individuals remain active, independent, and secure. He described the role of insurers as enabling purposeful, secure ageing while helping clients identify blind spots and shift mindsets.
Looking ahead, Shah identified collaboration between public and private sectors as essential for supporting long-term well-being. “Longevity is a shared journey, not a solo one. Ecosystems of support – in families, workplaces, and communities – are vital,” he said. Manulife’s strategy focuses on bridging insurance and lifestyle through ecosystem partnerships and value-added services for predictive and preventative care, aiming to create impact beyond traditional insurance products.