What Sunday does

Sunday, operating as Sunday Ins Holding Pte. Ltd., is a Singapore-headquartered insurance technology group that distributes and underwrites digital insurance products across Southeast Asia, with full regulatory licenses in Thailand and Indonesia. Founded in 2017 by Cindy Kua and Joanne Ying Fei Kua, the group operates through a multi-entity structure: Sunday Ins (full-service digital life and non-life brokerage), Crescent Health (healthtech and electronics protection), Sunday Technologies (data science services for insurers), Sunday Care (virtual care and cashless health services), and Suntech. The platform spans four main product lines: health insurance, car insurance, travel insurance, and gadgets/electronics protection, serving both retail consumers and over 700 enterprise clients across its licensed markets. Distribution combines direct-to-consumer digital platforms (easysunday.com, easysunday.co.id, sundayinsurance.co.th) with ecosystem partnerships such as the dtac embedded insurance collaboration.

The company generates revenue primarily through insurance brokerage commissions, subscription-based corporate/B2B insurance products, and integrated healthtech solutions. Its core technology stack includes proprietary AI/ML models: a medical triage model achieving 90% accuracy for the top three most common diseases, and an employee health benefits risk scoring model achieving 70% accuracy across more than 14,500 quotes, enabling 80x faster quote generation than market average. AWS provides cloud infrastructure. Key regulatory milestones include an investment in KSK Insurance (Thailand) in 2018 and the January 2024 acquisition of PT KSK Insurance Indonesia, which transformed Sunday into a licensed carrier in both Thailand and Indonesia. The company is venture capital-backed, with notable investors including Tencent (lead investor in the December 2025 $45M Series B), SCB 10X, Vertex Growth, Aflac Ventures, Quona Capital, and LINE Ventures. To date, the company reports more than 1 million policies sold and 100,000+ active health members.

Name

Sunday

Legal name

Sunday Ins Holding Pte. Ltd.

Website

https://sundayinsholdings.com

Company type

Private

Founded year

2017

Operating status

Operating

Headcount range

251–500 employees

Short description

Sunday is a Singapore-based InsurTech group that distributes and underwrites digital health, car, travel, and gadget insurance products across Thailand and Indonesia, serving retail consumers, over 700 enterprises, and ecosystem partners through AI/ML-enabled digital platforms.

Ownership category

akta.pro rank

Product category

Digital Insurance Brokerage

NAICS

Insurance Agencies and Brokerages (524210), Direct Health and Medical Insurance Carriers (524114), Insurance Carriers (5241)

SIC

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

akta.pro primary industry

Data, Analytics & AI for Insurance (Risk, Pricing, Personalization) (FSAGAGAE)

akta.pro secondary industries

Insurtech-Enabled Brokerage (Digital Brokers & Aggregators) (FSAEADAN), Trip Cancellation/Interruption & Refund Protection Platforms (THALALAB)

Keywords

• Digital insurance brokerage
• Insurtech platform
• Health insurance products
• Travel insurance solutions
• Gadgets protection plans

Headquarters

HQ city

Bangkok

HQ country

Thailand

HQ region

Asia

Offices3 records

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. Digital Insurance Brokerage: Sunday Ins serves as a full-service digital life and non-life insurance brokerage arm for direct consumers, corporate clients and partners regionally. Revenue is generated through insurance product distribution and brokerage fees.
2. HealthTech Solutions: Crescent Health provides healthtech and electronics protection solutions, integrated into Sunday's insurance offerings
3. Corporate/B2B Insurance: Serving more than 700 local enterprises on the platform with employee health benefits and corporate insurance solutions

Go-to-market motion2 records

Distribution channels3 records

Marketing channels1 record

Core offering

Sunday is a Southeast Asian InsurTech group operating a full-service digital insurance brokerage that distributes health, car, travel, and gadgets/electronics protection insurance products across Thailand, Indonesia, and Singapore. The company complements its insurance distribution with proprietary AI/ML underwriting models and an integrated healthtech platform offering virtual care, telemedicine, and chronic disease management services to consumers and corporate clients.

Product overview

Sunday is an insurance technology service provider organized as a group of businesses offering insurtech services. The portfolio consists of Sunday Ins (core digital brokerage for life and non-life insurance), Crescent Health (healthtech and electronics protection), Sunday Technologies (data science and technology services), and Sunday Care (virtual care and affordable care). Products span four main lines: health insurance, car insurance, travel insurance, and electronic/gadgets protection, serving direct consumers, corporate clients, and regional partners across Thailand, Indonesia, and Singapore.

Differentiator

Problem solved

Functional benefit

Brands

• Sunday Ins: Full-service digital life and non-life brokerage arm for direct consumers, corporate clients and partners regionally
• Crescent Health
• Sunday Technologies
• Sunday Care
• Suntech
• PT Sunday Ins Indonesia
• PT KSK Insurance Indonesia

Products and services

• Health Insurance

Quantifiable outcome

• Over 1 million policies sold since launch
• +4 more outcomes

Named customers1 record

Segments3 records

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature5 records

Partnerships

Four partnerships are on record, tiered core, strategic and supporting.

• KSK Insurance ThailandcoreOthersSunday invested in KSK Insurance (Thailand) PCL in 2018 to deploy insurtech solutions and demonstrate commitment to full-stack insurance operations.
• PT KSK Insurance IndonesiacoreOthersSunday acquired PT KSK Insurance Indonesia in January 2024 following regulatory approval, making Sunday one of the largest fully licensed insurtech groups in Southeast Asia's two largest general insurance markets.
• dtac (Total Access Communication)strategicStrategic or Co-development Partnerdtac partnered with Sunday for gadgets and electronics protection solutions launch in 2019. dtac is a major Thai telecommunications provider.
• AWS (Amazon Web Services)supportingTechnology or IntegrationAWS logo appears on Sunday's investors/partners section, indicating AWS is used as cloud infrastructure provider.

Scale indicators10 records

Recent moves8 records

Expansion highlights6 records

Direct peers

• Bolttech: Singapore-based digital insurance platform operating across Asia, distributing embedded and partner-driven insurance products. Closely comparable as a SE Asia-headquartered InsurTech scaling B2B/B2C distribution across multiple lines and geographies.
• Singlife: Singapore-headquartered digital-first life and health insurer with regional ambition. Comparable as a licensed, tech-led insurer pursuing the same SE Asia digital insurance thesis from a Singapore base.
• PasarPolis: Indonesia-focused InsurTech offering embedded microinsurance and digital distribution. Comparable as an SE Asia InsurTech emphasizing digital distribution, embedded partnerships, and AI-driven onboarding.
• Digit Insurance: India-based cloud-native, multi-line InsurTech serving consumers and SMEs. Comparable as a digitally-native multi-line insurer in an emerging Asia market pursuing similar product breadth and D2C distribution.
• Acko: India-based digital-first insurance company using proprietary technology to underwrite health, motor and travel lines. Comparable as a tech-native, multi-line InsurTech in an emerging Asia market using D2C plus partnership distribution.

Broad incumbents

• Dhipaya Insurance: Major Thai non-life insurance carrier with broad P&C/health/travel lines. Comparable as a leading Thai incumbent where Sunday directly competes for car, travel and health premiums.
• Prudential Thailand: One of Thailand's largest life insurers with established agency and bancassurance channels. Comparable as a major incumbent in Sunday's core Thai market offering overlapping health and life products.
• AIA Thailand: Leading Thai life and health insurer with strong agency distribution. Comparable as an incumbent in health/employee benefits where Sunday's 700+ enterprise book competes head-to-head.

Emerging players

• Lemonade: US-listed AI-driven insurance carrier using behavioral economics and machine learning for underwriting. Comparable as a publicly-traded pure-play tech-first insurer whose AI/ML underwriting model informs Sunday's technology approach.

Regional players

• WeSure (Tencent Insurtech): Tencent's InsurTech platform in Greater China, co-invested in Sunday's Series B. Comparable as a Tencent-backed InsurTech ecosystem play that validates the same embedded, tech-led distribution model Sunday pursues in SE Asia.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/easysundaythailand
• LinkedInlinkedin.com/company/sunday-ins

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 records

Subsidiaries7 records

Funding overview

Funding rounds4 records

Investors11 records

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

M&A1 record

Investments

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

Frequently asked questions about Sunday