Roojai

What Roojai does

Roojai is a Thai direct-to-consumer digital insurance company founded in 2016 and headquartered in Bangkok, operating as a Managing General Agent (MGA) to underwrite and distribute motor and non-motor insurance products. The company offers a comprehensive product portfolio spanning five tiers of voluntary car insurance (Type 1, 2+, 2, 3+, 3), specialized EV coverage with battery and charger protection, motorcycle insurance, travel insurance across 57+ countries, and health lines including cancer, critical illness, and personal accident insurance. Its customer base is Thai individual consumers seeking affordable, digitally-purchased coverage, with over 400,000 insured vehicles across Thailand, Singapore, and Indonesia following the 2023 DirectAsia Group acquisition and 2024 Lifepal deal.

The platform is built on a Salesforce-based technology stack (Sales Cloud, Marketing Cloud, Heroku) delivering a mobile-first, end-to-end digital journey from quote to claim. Differentiated features include video-call claim processing, real-time GPS tracking of surveyors dispatched to accident scenes, a telematics-based iSafeDrive app that scores driving behavior and rewards safe drivers, a 1,600+ partner garage network, and the Roojai Care Card for cashless hospital treatment. Salesforce deployment reportedly raised callback conversion from 32% to 42% and nearly doubled sales agent productivity from 80 to 150 deals per agent. The company generates revenue through insurance premiums and MGA commissions on multi-year policies distributed via its website, mobile apps, and affiliate partners, with pricing bands of 4,347–18,916 THB for Type 1 car insurance and instalment plans up to 10–12 months.

Roojai has scaled through both organic growth and acquisitions: it expanded into Indonesia in 2022 as the first Thai insurer to operate internationally, raised a $42M Series B in March 2023 led by HDI International (Talanx Group) with IFC participation, acquired DirectAsia Group from Hiscox and FWD General Insurance in 2023, acquired Indonesian insurtech Lifepal in January 2024, and closed a $60M Series C in November 2025 co-led by Apis Partners and Asia Partners to fund further regional M&A and product innovation. Backed by IFC, HDI/Talanx, Apis, and Asia Partners, and recognized with a Feefo Platinum Trusted Service Award (4.9/5 across 163,873 reviews), Roojai sits among the leading digital insurers in Southeast Asia.

Name

Roojai

Legal name

Roojai Insurance Public Company Limited (รู้ใจประกันภัย จำกัด (มหาชน))

Website

https://roojai.com

Company type

Public

Founded year

2016

Operating status

Operating

Headcount range

501–1,000 employees

Short description

Roojai is a Thai direct-to-consumer digital insurer and Managing General Agent offering car, motorcycle, EV, health, and travel insurance to individual consumers across Thailand, Singapore, and Indonesia via a mobile-first Salesforce-based platform.

Ownership category

akta.pro rank

Product category

Digital Insurance

NAICS

Direct Insurance (except Life, Health, and Medical) Carriers (52412), Insurance Agencies and Brokerages (524210), Direct Health and Medical Insurance Carriers (524114)

SIC

Fire, Marine & Casualty Insurance (6331), Insurance Agents, Brokers & Service (6411)

akta.pro primary industry

Personal Auto Insurance (FSAJAMAA)

akta.pro secondary industries

Insurance Program Administration & MGA/MGU Services (FSAEADAK), Individual AD&D Insurance (Direct-to-Consumer) (FSAIALAC)

Keywords

• Digital insurance
• Motor insurance
• Travel insurance
• Insurance technology
• Personal accident insurance

Headquarters

HQ city

Sriracha

HQ country

Thailand

HQ region

Asia

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Operations, Personnel, Marketing or Sales, Technology or R&D, Infrastructure

Revenue model

1. Insurance Premiums: Roojai generates revenue primarily through insurance premiums collected from policyholders. Customers pay annual or multi-year premiums for motor (car, motorcycle, EV) and non-motor (travel, cancer, critical illness, personal accident) insurance products. The company operates as an MGA (Managing General Agent) distributing insurance products.
2. Commission Income: As an MGA, Roojai earns commission on insurance policies sold, representing a recurring revenue stream tied to the premium volume written.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels7 records

Core offering

Roojai is a Thai direct-to-consumer digital insurer operating as a Managing General Agent (MGA), selling voluntary non-life insurance products including car, motorcycle, and EV motor insurance, as well as personal accident, cancer, critical illness, and travel insurance. Customers can quote, purchase, and file claims entirely online through the website and mobile app, with video-call claims processing, real-time surveyor tracking, and a network of 1,600+ partner garages.

Product overview

Roojai operates as a Thai direct-to-consumer (D2C) digital insurance platform offering a broad portfolio of voluntary insurance products. The core motor insurance lineup spans five tiers of voluntary car insurance (Type 1, 2+, 2, 3+, 3) plus a dedicated electric vehicle (EV) variant and motorbike insurance across the same tier structure. Health coverage includes cancer insurance, critical illness insurance, and personal accident insurance. Travel insurance covering 57+ countries rounds out the non-motor range. All products are sold directly online 24/7 with customisable coverage options, and are supported by a suite of digital service modules: the Roojai Mobile App (real-time video-call claims, surveyor tracking, digital vehicle inspection), the iSafeDrive telematics app (driving-score rewards), 24/7 roadside assistance with a 30-minute scene-arrival guarantee, a car replacement service during repairs, a loyalty/referral programme (Roojai Rewards), and an instalment payment plan. The company also acquired DirectAsia Group from Hiscox in 2023, expanding its footprint to Singapore and Indonesia alongside its home market of Thailand.

Differentiator

Problem solved

Functional benefit

Brands

• iSafeDrive: A telematics mobile app by Roojai that tracks driving behavior using smartphone sensors (GPS) to generate a Driving Score and rewards safe drivers with bonus points redeemable for vouchers and rewards.
• Roojai Mobile App
• Roojai Rewards
• Roojai Care Card

Products and services

• Car Insurance (Voluntary Motor Insurance) Voluntary comprehensive car insurance covering accident damage (at-fault and not-at-fault), theft, fire, natural disasters, windscreen, personal accident, medical expenses, and driver bail bond. Available in Type 1, 2+, 2, 3+, and 3 tiers for individual Thai vehicle owners, priced 4,115-18,916 THB annually.
• Electric Vehicle (EV) Car Insurance Specialized voluntary car insurance for electric vehicles covering accidents, third-party liability, windscreen, theft, fire, flood, personal accident, medical expenses, and additional protection for the EV battery and wall-mounted charger. Targeted at individual Thai EV owners.
• Motorcycle Insurance Voluntary motorbike insurance for motorcycles and big bikes, offering Type 1, 2+, 2, 3+, and 3 tier coverage for accidents, theft, fire, third-party liability, personal accident, and medical expenses. Sold to individual Thai motorcycle owners online.
• Cancer Insurance Health insurance product providing a lump-sum payout upon cancer diagnosis, covering all cancer types and stages for the policyholder and their family. Targeted at Thai individuals and families seeking cancer protection.
• Critical Illness Insurance Health insurance product providing a lump-sum benefit upon diagnosis of specified critical illnesses. Targeted at Thai individuals seeking broader serious-illness financial protection.
• Personal Accident Insurance Personal accident insurance covering injuries, disability, and death from accidents, with customisable coverage plans tailored to lifestyle. Sold online to individual Thai consumers.
• Travel Insurance Travel insurance covering medical expenses, travel disruptions, lost or damaged luggage, and providing 24-hour emergency assistance across 57+ countries. Sold per trip to individual Thai travellers online.
• 24/7 Roadside Assistance 24-hour emergency roadside assistance across Thailand covering towing, fuel delivery, battery jump-start, lockout services, with a guaranteed 30-minute response at accident sites. Available to Roojai motor insurance policyholders.
• Car Replacement Service Replacement vehicle service provided to Roojai motor insurance policyholders while the insured vehicle is under repair at a network partner garage.

Quantifiable outcome

• 42% callback conversion rate (up from 32%) with Salesforce deployment
• +4 more outcomes

Named customers1 record

Segments1 record

Ideal customer profiles1 record

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration3 records

AI capability2 records

Feature5 records

Partnerships

Four partnerships are on record, tiered major, minor and core.

• DirectAsia GroupmajorStrategic or Co-development Partner · 3 October 2023Roojai completed acquisition of Singapore-based DirectAsia Group from Hiscox in 2023, expanding its portfolio to over 400,000 insured vehicles across Thailand, Singapore, and Indonesia.
• HiscoxminorStrategic or Co-development Partner · 3 October 2023Hiscox sold its DirectAsia Group operations to Roojai, representing a strategic exit from the Southeast Asian market.
• SalesforcecoreTechnology or IntegrationRoojai deployed Salesforce's Sales Cloud, Marketing Cloud, and Heroku platforms to transform its digital customer experience, resulting in improved conversion rates and doubled sales productivity.
• B-QuikcoreChannel Partner/ Reseller/ DistributorB-Quik is a network partner for windscreen repairs, offering minor chip repairs for Roojai customers as part of the claims service network.

Scale indicators10 records

Recent moves7 records

Expansion highlights5 records

Emerging players

• Root Insurance: US auto insurer that prices policies based on telematics driving behaviour. Directly comparable on the iSafeDrive usage-based insurance concept applied to motor coverage.
• Zuno (formerly Edelweiss General Insurance): India's digital-first non-life insurer offering motor and health products online with a focus on younger, mobile-first consumers. Comparable as an emerging digital insurer in an Asian market with similar product mix.
• Lemonade: US digital-first insurance carrier using AI-driven underwriting and a mobile-first experience across renters, home, car and pet lines. Comparable as a digital-native insurer leveraging app-based claims and behavioural data.
• PolicyBazaar (PB Fintech): India's largest insurance aggregator and digital insurance platform spanning motor, health and life. Comparable as a digital insurance intermediary driving online conversion for personal lines in an emerging Asian market.

Direct peers

• Acko: India-headquartered digital insurer selling motor, health and personal accident insurance direct-to-consumer online. Highly comparable business model: digital-first, MGA-like distribution, telematics pilots, and a focus on SE Asia's peer emerging market.
• Oyen Insurance: Malaysian digital-first insurance platform offering motor and personal lines online. Directly comparable as a SE Asian D2C insurtech competing in motor insurance with a similar digital-only GTM.
• PasarPolis: Indonesian insurtech distributing affordable micro and motor/personal insurance products online. Highly comparable as a SE Asian digital insurance distributor with a similar product breadth and emerging-market focus.

Broad incumbents

• ZhongAn Online P&C Insurance: China's largest pure-play online P&C insurer offering motor, health, accident and travel insurance through digital channels. Comparable as a digital P&C insurer in Asia with a similar product portfolio and underwriting-led model.
• FWD Group: Pan-Asian insurance group with digital-led distribution across Thailand, Indonesia, Singapore, Vietnam and other SE Asian markets. Comparable as a multi-country SE Asian insurer competing in similar geographies.

Regional players

• Singlife: Singapore-based digital life and health insurer offering direct-to-consumer insurance products via a mobile-first platform. Comparable as a regional digital insurer with similar D2C GTM and product mix in a SE Asian market where Roojai already operates through DirectAsia.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/roojai
• Facebookfacebook.com/roojai

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Subsidiaries1 record

Funding overview

Funding rounds3 records

Investors5 records

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A3 records

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Roojai