Harshal Shah (pictured left), chief marketing and experience design officer at Manulife Asia, has described how the definition of longevity in Asia is evolving and what it means for the insurance sector.
“The definition of longevity in Asia today goes beyond just living longer, prioritising overall quality of life,” he said in an interview with Insurance Business, referencing findings from Manulife’s 2025 Asia Care Survey.
The survey indicates that 62% of respondents across Asia value maintaining financial, physical, and mental freedom over simply living longer, which was cited by only 8%.
This shift is driven by aging populations and the growing need for professional guidance to address uncertainties such as rising healthcare costs, sustaining income after retirement, and caring for loved ones.
Shah noted that this evolving mindset is prompting insurers to rethink their approach to product development and customer engagement.
“There is a major opportunity for insurers that can effectively address the complex interplay between physical health and financial security, enabling richer and more engaging relationships with customers,” he told Insurance Business.
Shah said Manulife is responding by integrating protection and investment solutions, aiming to support customers throughout their life journey with holistic health, wealth, and retirement offerings.
The Asia Care Survey also highlights a disconnect between perception and behaviour regarding preventative health.
While 62% of respondents believe they are taking sufficient preventative actions, 36% already face critical health issues affecting their lifestyles.
Fewer than one in four monitor key health indicators such as mobility, muscle mass, and grip strength.
This suggests a need for greater awareness of how lifestyle changes can impact long-term health and independence.
Shah emphasised the importance of meeting customers where they are, often through partnerships with health and lifestyle service providers.
Manulife’s MOVE platform, recently relaunched in Singapore, is designed to encourage active lifestyle choices by offering a health and wellness ecosystem.
The platform rewards users for meeting daily step goals and completing challenges, providing tangible incentives for healthier living.
ManulifeMOVE leverages technology and artificial intelligence to deliver personalised health and financial tools.
In Singapore, the enhanced platform connects customers with more than 16 partners, offering access to 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 Manulife’s approach. In Hong Kong, expanded coverage now includes over 38,000 hospitals in mainland China, facilitating cross-border medical treatment.
In Singapore, partnerships with companies such as Guardant and AMILI provide advanced cancer diagnostics and gut health screening, respectively.
These collaborations aim to extend healthcare access and build trust through meaningful engagement.
Manulife has integrated generative AI across its global operations, with over 75% of its workforce using these tools.
Shah stressed the importance of using technology with empathy and ensuring ethical, safe, and sustainable AI deployments.
Proprietary tools, such as the Sales Agent Enablement Tool and AI Assistant, have improved sales support and customer experience by providing agents with insights and reducing administrative workloads.
Shah advised insurers to invest in AI tools that can be embedded across the workforce and to foster a culture of innovation.
“Creating a workforce that is fluent in how GenAI can be applied where it makes the most impact enhances the customer experience at every touchpoint,” he said.
At the Longevity Symposium, Shah highlighted the need for insurers to focus on both health span and lifespan, integrating health and financial solutions to help individuals maintain active, independent, and secure lifestyles.
He described the insurer’s role as enabling purposeful, secure aging and supporting customers in identifying blind spots and changing 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. We must build ecosystems of support – in families, workplaces, and communities,” he told Insurance Business.
Shah further highlighted that Manulife’s strategy involves bridging insurance and lifestyle through ecosystem partnerships and value-added services for predictive and preventive care, aiming to create impact beyond traditional products.
