KUALA LUMPUR (Sept 8): Hong Leong Assurance (HLA) is offering life insurance products via My E.G. Services Bhd's (MyEG) website to capitalise on the latter's digital platform. MyEG is an electronic government services specialist.

In a joint statement today, HLA said the partnership is a strategic move, as the insurance company is now adopting digital strategies via online platforms.

“The landscape of the insurance industry and consumer behaviour is changing rapidly with transformation led by digital technology. HLA is taking advanced steps in product marketing by moving from conventional platforms to a digital space,” HLA group managing director and chief executive officer Loh Guat Lan said in the statement.

MyEG group managing director Wong Thean Soon said: “We believe that this mutually beneficial partnership with HLA will provide our Malaysian customers with a convenient option for life insurance through our online platform. At the same time, we are able to enhance our product range, in line with our mission of product expansion and continuous innovation.”

At 10:56am, MyEG shares were traded one sen or 0.5% lower at RM2.03, for a market capitalisation of RM7.32 billion. The stock saw 609,500 shares traded.