Lifepal
Lifepal is an Indonesian online insurance marketplace and OJK-licensed broker that aggregates 20+ motor and 6+ health insurance products from leading carriers, serving primarily individual consumers with WhatsApp-supported digital comparison, purchase, and claims assistance.
- Company typePrivate
- Founded2018
- HeadquartersMampangprapatan, Indonesia
- Headcount101–250
- GTM typeB2C
- OfferingDigital Commerce or Content
What Lifepal does
Lifepal is an Indonesian online insurance marketplace and licensed insurance broker operating under PT Abisatya Pialang Asuransi, an OJK-supervised entity (license KEP-018/KMK.17/1992) and APPARINDO member. Founded in 2018 and headquartered in South Jakarta, the company aggregates 20+ motor insurance and 6+ health insurance products from carriers including Astra Sedaya Finance (Garda Oto), Zurich Autocillin (Syariah), ACA, Sompo by Roojai, Mega, Simas Insurtech, Oona, MAG, Roojai Indonesia, AXA, Lippo General Insurance, CAR Life, and Sinar Mas. Its technology stack centers on a digital comparison platform with online document processing, video-based motor vehicle inspection (Visual Support application enabling policy activation within ~10 minutes), and electronic policy issuance, supporting both self-service browsing and WhatsApp / phone-based human consultation through an inside-sales team.
Lifepal serves primarily Indonesian individual consumers (car owners and health insurance buyers), with a secondary Employee Benefits offering for SME and corporate buyers. The product portfolio spans All Risk, TLO, Sharia-compliant, used-car, third-party liability, and electric vehicle motor insurance, alongside individual, family, child, and elderly health insurance plus riders for outpatient, maternity, dental, and hospital cash benefits. Distribution is exclusively digital — no physical branches — via lifepal.co.id, WhatsApp, and inbound phone lines, supported by a network of 800+ motor workshops and 4,800+ cashless hospital partners. Marketing is content-driven through an SEO-optimized education library, organic social channels (Facebook, Instagram, TikTok, YouTube, LinkedIn), and paid search.
Revenue is generated primarily through commissions paid by partner insurance carriers on policies sold, with the company positioning itself as a neutral, fee-free advisory platform for consumers. Lifepal has served more than 52,000 customers and holds a 4.7/5.0 Google rating across 3,900+ reviews. The company became part of Thailand-headquartered Roojai Group in 2024 and consolidated its legal entity to PT Abisatya Pialang Asuransi in 2025.
Lifepal firmographics
Firmographics- Name
- Lifepal
- Legal name
- PT Abisatya Pialang Asuransi
- Website
- https://lifepal.co.id
- Company type
- Private
- Founded year
- 2018
- Operating status
- Operating
- Headcount range
- 101–250 employees
- Short description
- Lifepal is an Indonesian online insurance marketplace and OJK-licensed broker that aggregates 20+ motor and 6+ health insurance products from leading carriers, serving primarily individual consumers with WhatsApp-supported digital comparison, purchase, and claims assistance.
- Ownership category
- akta.pro rank
Lifepal industry classification
Industry- Product category
- Insurance Marketplace
- NAICS
- Direct Life Insurance Carriers (524113)
- SIC
- Insurance Agents, Brokers & Service (6411)
- akta.pro primary industry
- Group Term Life Insurance (FSAIAAAJ)
Keywords
Where Lifepal is headquartered
LocationHeadquarters
- HQ city
- Mampangprapatan
- HQ country
- Indonesia
- HQ region
- Asia
Offices1 record
Markets served
Lifepal business model
Business model- GTM type
- B2C
- Offering type
- Digital Commerce or Content
- Cost components
- Personnel, Marketing or Sales, Technology or R&D, Operations, Others
Revenue model
- Insurance Commission (Commission-Based Marketplace): Lifepal earns commissions from insurance companies for every policy sold through its platform. Commissions are calculated as a percentage of the insurance premium paid by the customer. Commission rates are negotiated between Lifepal and each insurance partner. This is the primary revenue stream for the marketplace.
- Premium Installment Facilitation: Lifepal facilitates monthly premium installment payments for insurance policies using credit cards or bank transfers. While the primary revenue comes from commissions, installment facilitation extends affordability for customers and may generate ancillary processing income.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Annual | All Risk (Comprehensive) Motor Insurance — premium rates by vehicle category and region |
| Subscription | Annual | Total Loss Only (TLO) Motor Insurance — lower premium rates than All Risk |
| Subscription | Annual | Health Insurance — personalized quotes based on age, gender, health history, lifestyle |
| Subscription | Annual | Third-Party Liability (TPL) Rider — progressive premium based on coverage limit |
| Subscription | Annual | Discounts and Promotions — seasonal campaigns offering up to 25% discount |
Go-to-market motion2 records
Distribution channels3 records
Marketing channels10 records
Lifepal product offering
Product offeringCore offering
Lifepal is an Indonesian online insurance marketplace that aggregates motor and health insurance products from 20+ partner insurers onto a single digital platform. Operating as a licensed insurance broker under OJK supervision, Lifepal enables customers to compare policies, receive free consultations from licensed advisors, complete purchases online (including online video vehicle inspection for motor insurance), and access claims support across a network of 800+ workshops and 4,800+ hospitals.
Product overview
Lifepal operates as an insurance marketplace platform in Indonesia, functioning as a licensed insurance broker (PT Abisatya Pialang Asuransi) under OJK supervision since 2018. The platform enables consumers to compare and purchase insurance products from multiple partner insurers through a digital interface. The product portfolio centers on two core insurance categories: (1) Asuransi Mobil comprising All Risk (Comprehensive), TLO (Total Loss Only), Syariah, Bekas (Used Car), Pihak Ketiga (Third Party), and Listrik (Electric Vehicle) sub-products; and (2) Asuransi Kesehatan comprising individual, keluarga (family), anak (child), and lansia (elderly) variants with riders for rawat jalan (outpatient), melahirkan (maternity), gigi (dental), and Hospital Cash Plan. The platform also offers Asuransi Karyawan (Employee Benefits) for corporate clients. Users compare policies, receive consultant recommendations, purchase digitally, undergo online vehicle inspections, and manage claims through the platform. Revenue is generated through commissions from partner insurance companies.
Differentiator
Problem solved
Functional benefit
Products and services
- Asuransi Mobil All Risk (Comprehensive) Comprehensive car insurance covering partial damage to total loss, including scratches, dents, accidents, theft, and fire damage. Designed for new or high-value vehicle owners in Indonesia seeking broad protection, with premiums starting from Rp1.9 million per year and coverage from multiple partner insurers.
- Asuransi Mobil TLO (Total Loss Only) Total Loss Only car insurance covering damage equal to or exceeding 75% of vehicle value, including theft. Aimed at used car owners and budget-conscious consumers, with more affordable premiums starting from Rp500 thousand per year. Maximum vehicle age: 15 years.
- Asuransi Mobil Syariah Sharia-compliant car insurance following DSN-MUI fatwa, based on tabarru' (mutual help) principles with profit-sharing arrangements. Provides coverage for accidents, natural disasters, flooding, theft, and riots, supervised by a Sharia Supervisory Board. Available in All Risk and TLO variants with 400+ partner workshops.
- Asuransi Mobil Bekas (Used Car) Insurance for pre-owned vehicles covering Comprehensive up to 12 years old and TLO up to 20 years old, with loading fees applied for older vehicles. Targeted at Indonesian used car buyers needing affordable protection.
- Asuransi Mobil Listrik (Electric Vehicle) Electric vehicle insurance covering battery damage, electrical system issues, and standard vehicle risks with access to EV-specialist workshops. Targeted at Indonesian EV owners.
- Asuransi Kesehatan (Health Insurance) Health insurance marketplace offering comparisons from multiple providers including AXA, Roojai, Sinar Mas, Lippo General Insurance, CAR Life, and MAG. Includes inpatient, outpatient, surgery, lab, and cashless claims at 4,800+ network hospitals. Policy term is typically 1 year, renewable until age 80 or 100 depending on the insurer.
- Asuransi Karyawan (Employee Benefits) Corporate employee benefits insurance service providing customizable health coverage packages for companies to improve employee satisfaction and retention. Suitable for SMEs and larger enterprises seeking flexible, customizable group coverage. Includes group health insurance and corporate insurance packages.
- Online Insurance Marketplace Platform Insurance comparison marketplace platform enabling users to compare 20+ insurance policies from multiple providers, receive personalized recommendations from licensed consultants, purchase policies online, undergo online video vehicle inspections, and access claims support through a digital interface backed by 800+ workshops and 4,800+ hospital network partners.
Quantifiable outcome
- Over 52,000 customers served since 2018
- +4 more outcomes
Companies that use Lifepal
Customer profileNamed customers5 records
Segments3 records
Ideal customer profiles3 records
Lifepal technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature3 records
Lifepal partnerships and signals
Strategic signalPartnerships
15 partnerships are on record, tiered flagship, minor and core.
- Roojai GroupflagshipIn 2024, Lifepal became part of Roojai Group, a regional group that also operates Roojai Insurance and Mr. Kumka in Thailand, and Roojai.co.id in Indonesia. This strategic acquisition positions Lifepal within a broader regional insurance ecosystem, potentially enabling cross-border product sharing and operational synergies.
- Moneysmart.idminorLifepal.co.id acquired Moneysmart.id in 2020 to expand its financial education content reach in Indonesia. This content acquisition strengthened Lifepal's SEO and content marketing capabilities in the personal finance vertical.
- PT Astra Sedaya Finance (Garda Oto)coreLifepal distributes Garda Oto motor insurance products, one of Indonesia's most recognized vehicle insurers backed by Astra. Products include All Risk and TLO coverage with 24/7 emergency road assistance and 6-month workshop warranty. This is a core distribution partnership for motor insurance sales.
- Zurich Autocillin (Syariah)coreLifepal offers Zurich Autocillin motor insurance including Sharia-compliant products following DSN-MUI Fatwa No. 21. Available in All Risk and TLO variants with 400+ partner workshops. Premiums are managed under Tabarru' donation-based principles supervised by a Sharia Supervisory Board.
- ACA InsurancecoreLifepal distributes ACA motor insurance products. ACA Insurance offers comprehensive and TLO motor coverage with 400+ partner workshops. Maximum vehicle age of 7 years for coverage eligibility.
- Sompo by RoojaicoreLifepal distributes Sompo by Roojai motor insurance products. Part of the Roojai Group ecosystem. Offers 500+ partner workshops and transportation allowance during vehicle repairs.
- Mega InsurancecoreLifepal distributes Mega Insurance motor insurance products. Offers All Risk and TLO coverage with 400+ partner workshops. Maximum vehicle age of 10 years.
- Simas InsurtechcoreLifepal distributes Simas Insurtech motor insurance products. Offers coverage with 500+ partner workshops.
- Oona InsurancecoreLifepal distributes Oona Insurance motor insurance products. Offers 600+ partner workshops and also provides electric vehicle (EV) insurance coverage.
- MAG InsurancecoreLifepal distributes MAG Insurance products for both motor and health insurance. MAG offers motor coverage with 600+ partner workshops and health insurance with entry age up to 55 years, renewable to age 70.
- Roojai Indonesia (Health Insurance)coreLifepal distributes Roojai Indonesia health insurance products. Coverage includes annual limit up to Rp2 billion, access to 2,000+ network hospitals, entry age up to 65 years, and policy renewal up to age 80.
- AXA Insurance IndonesiacoreLifepal distributes AXA health insurance products with coverage up to Rp25 billion annual limit and access to 7,400+ network hospitals. Entry age up to 65 years.
- Lippo General Insurance (LGI)coreLifepal distributes LGI (Lippo General Insurance) health insurance products. Annual coverage limit up to Rp300 million, 1,200+ network hospitals, entry age up to 60 years, renewable to age 65.
- CAR Life InsurancecoreLifepal distributes CAR Life Insurance health insurance products with 1,000+ network hospitals.
- Sinar Mas InsurancecoreLifepal distributes Sinar Mas health insurance products with annual coverage limit up to Rp1.9 billion, 1,200+ network hospitals, entry age up to 59 years, renewable to age 75.
Scale indicators6 records
Recent moves10 records
Expansion highlights5 records
Lifepal competitors and assessment
Company assessmentBroad incumbents
- GoCompare: UK-based insurance and financial products comparison platform. Comparable aggregation business model and commission economics; useful as a benchmark for how aggregators scale and the regulatory/commercial pressures they face in mature markets.
- MoneySupermarket Group: UK-listed price comparison platform covering insurance, financial services, and utilities. Comparable in operating a multi-product, multi-carrier aggregation platform with commission-based revenue; useful as a scaled comp for marketplace economics.
- PolicyBazaar (PB Fintech): India's largest insurance aggregator, publicly listed. Comparable business model (online comparison marketplace, commission revenue, multi-carrier) at much larger scale; useful as a strategic comparator for unit economics and category leadership.
- Roojai.co.id: Indonesian arm of Roojai Group (Lifepal's parent since 2024). Operates as a broader insurance brand spanning motor, health, and accident products with group-level scale — directly overlaps Lifepal's distribution role but extends into owned-product insurance.
Emerging players
- FWD Insurance: Pan-Asian digital-first insurer with Indonesian operations offering motor, health, and life products through direct digital channels. Represents the direct-insurer disintermediation threat that Lifepal's broker model must defend against.
- GoTo Financial / GoPay Insurance Services: Indonesian super-app ecosystem offering embedded insurance products alongside payments and mobility. Comparable as a digital insurance distribution channel to Indonesian consumers, though built on a broader consumer platform.
Direct peers
- Qoala: Indonesian insurtech offering digital insurance distribution and embedded products across motor, health, and life. Comparable as a digital-first Indonesian insurance marketplace targeting similar consumer segments with similar insurer-partner economics.
- Coverfox: India-based online insurance aggregator offering motor, health, and life products from multiple insurers. Directly comparable business model to Lifepal — digital marketplace, commission revenue, carrier partnerships — albeit in a more mature Indian market.
- PasarPolis: Indonesian insurance marketplace / aggregator offering micro and consumer insurance products online. Directly comparable to Lifepal in product category (motor, health, life), target customer (Indonesian consumers), and digital marketplace model.
- Jagadiri.id: Indonesian digital insurance aggregator focused on health, life, and critical-illness coverage for individuals. Comparable as a Jakarta-based digital insurance marketplace selling multiple carrier products to Indonesian consumers.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks7 records
Key highlights7 records
Customer concentration
Lifepal social profiles
Digital presenceLifepal compliance and trust
Trust signalCompliance2 records
Lifepal financial estimates
Financial estimateRevenue estimate
Valuation estimate
Lifepal leadership team
Management profileNumber of profiles
Profiles3 records
Lifepal subsidiaries and ownership
Company hierarchySubsidiaries1 record
Lifepal funding detail
Funding detailFunding overview
Funding rounds3 records
Investors6 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Lifepal M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Lifepal
What does Lifepal do?
Lifepal is an Indonesian online insurance marketplace that aggregates motor and health insurance products from 20+ partner insurers onto a single digital platform. Operating as a licensed insurance broker under OJK supervision, Lifepal enables customers to compare policies, receive free consultations from licensed advisors, complete purchases online (including online video vehicle inspection for motor insurance), and access claims support across a network of 800+ workshops and 4,800+ hospitals.
Is Lifepal a public or private company?
Lifepal is a private company. It is classified as corporate owned and is currently operating.
When was Lifepal founded?
Lifepal was founded in 2018. It employs 101 to 250 people.
Where is Lifepal based?
Lifepal is headquartered in Mampangprapatan, Indonesia, in the Asia region.
How does Lifepal make money?
Two revenue lines are on record. Insurance Commission (Commission-Based Marketplace) is the primary driver. The others are premium Installment Facilitation.
Who are Lifepal's main competitors?
Broad incumbents on record are GoCompare, MoneySupermarket Group, PolicyBazaar (PB Fintech) and Roojai.co.id. Emerging players are FWD Insurance and GoTo Financial / GoPay Insurance Services. Direct peers are Qoala, Coverfox, PasarPolis and Jagadiri.id.
Does Lifepal have an API?
No public API is recorded for Lifepal.
What industry is Lifepal in?
Lifepal's product category is Insurance Marketplace. Its primary akta.pro industry code is FSAIAAAJ, Group Term Life Insurance. Its NAICS code is 524113 and its SIC code is 6411.