Sensely Technology Powers Krungthai-AXA Life Insurance’s Avatar-based CX

The ‘Emma by AXA’ avatar uses conversational AI to offers policyholders instant access to a range of convenient healthcare services and policy information in one application.

(Emma by AXA avatar. Source: Krungthai-AXA Life Insurance.)

Virtual assistant vendor Sensely (San Francisco) has announced a strategic partnership with Krungthai-AXA Life Insurance, a Bangkok-based carrier providing health insurance to approximately 500,000 members. Under the partnership, Krungthai-AXA Life has integrated Sensely’s technology and health solutions into its recently launched Emma by AXA application, which a joint statement describes as a powerful all-in-one digital solution which offers policyholders instant access to a range of convenient healthcare services and policy information in one application. Established in 2007, Krungthai-AXA Life Insurance Public Company Limited (KTAXA) is a partnership between Krungthai Bank PCL., and the AXA Group (Paris).

Pakawipa Charoentra, Chief Customer Officer, Krungthai-AXA Life.

Emma by AXA

Emma by AXA includes the evidence-based Sensely Symptom Checker, which highlights Sensely’s conversational AI interface, which utilizes a combination of voice, chat, and avatar-based interaction. Users of the interface begin by entering their symptoms through a conversation with the Sensely avatar. In just a few minutes, users receive a recommendation for the appropriate level of care and information on where to go next. “Fast, reliable, and available in both the English and Thai languages, the Sensely Symptom Checker provides Krungthai-AXA Life members with quality information and valuable peace of mind,” the joint statement says.

In addition to the Symptom Checker, Emma by AXA also includes a wide range of other service options: including telehealth, network directory location information, health content, and policy information services, such as electronic insurance cards.

Modern Customer Experience

Adam Odessky, CEO and Co-founder, Sensely.

“Providing enhanced access to world-class health services creates immediate value for our members,” comments Pakawipa Charoentra, Chief Customer Officer, Krungthai-AXA Life. “The Emma platform offers a full spectrum of tools and services to enhance health and wellness, helping members to live their best lives, while being delivered with a modern customer experience that leads the industry. Partnering with Sensely helps accelerate our efforts, and we look forward to broadening and deepening the relationship.”

“We’ve been impressed by the AXA team’s commitment to being their policyholders’ go-to resource for accessing and navigating healthcare services in a friendly and helpful manner, with digital services playing a leading role,” comments

, CEO and Co-founder, Sensely. “Enabling easy, user-friendly access to trusted health information has never been more important, and we’re looking forward to continuing to work with Krungthai-AXA Life to drive increasing member value over time.”

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Anthony R. O’Donnell // Anthony O'Donnell is Executive Editor of Insurance Innovation Reporter. For nearly two decades, he has been an observer and commentator on the use of information technology in the insurance industry, following industry trends and writing about the use of IT across all sectors of the insurance industry. He can be reached at or (503) 936-2803.

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