Rabbit Life

What Rabbit Life does

Rabbit Life Insurance Public Company Limited is a Thailand-based life insurance company that has operated continuously since its founding on June 16, 1997, originally as Advance Assurance Company Limited. The company underwent several name changes and restructurings before being rebranded to Rabbit Life in 2022 following a joint venture with Rabbit Holdings Group, which raised registered capital to 3,000 million THB. It is structured as a public limited company with headquarters in Bangkok's Chatuchak district and operates as part of the broader Rabbit Holdings and BTS Group consumer ecosystem. The company has articulated a strategic mission to become a Top 10 stable and sustainable life insurance company in Thailand.

The company offers a comprehensive portfolio of approximately 30+ insurance and financial products spanning tax-deductible savings (Hero 10/1, 10/3, 10/5, Champion 10/2), pension products (Peak Pension 100/1, 100/5, Bumnarn Mungme series), health insurance (Health Smile, Health Protect, Mental Health, cancer and critical illness coverage), personal accident protection, term and whole life policies, and customizable group employee benefits (Plans A-D). It also operates an LBDU (Limited Broker Dealer Underwriter) mutual fund distribution platform with over 1,000 fund options across 13 asset management partnerships. The technology stack includes cloud-based infrastructure, NDID national digital identity integration for e-KYC, an iService browser-based self-service policy management portal that does not require app download, the MYRewards tiered loyalty program integrated with the Rabbit Rewards app and BTS transit ecosystem, Telemed online doctor consultations, and a TPA-managed cashless hospitalization claims network spanning over 200 hospitals and clinics.

Rabbit Life operates a multi-channel distribution model combining product-led digital sales via iQuote instant quotations and direct online purchase for products including Hero 10/1, 10/3, 10/5, Champion 10/2, Peak Pension 100/1, 100/5, Health Smile, and Level Up 3/1, with an agent and broker network for complex products, and a corporate sales team for SME group insurance. Revenue is generated through recurring first-year and renewal insurance premiums, policy-related fees and commissions, mutual fund distribution commissions, and policy loan interest income from Automatic Premium Loans. The company serves individual urban professionals, Thai SMEs, wealth management clients, and health-conscious individuals including seniors aged 50-75, and reports a customer repeat purchase rate exceeding 98%.

Name

Rabbit Life

Legal name

บริษัท แรบบิท ประกันชีวิต จำกัด (มหาชน)

Website

https://rabbitlife.co.th

Company type

Public

Founded year

1997

Operating status

Operating

Headcount range

11–50 employees

Short description

Rabbit Life Insurance Public Company Limited is a Thailand-based life insurer founded in 1997, offering tax-deductible savings, pension, health, accident, and group insurance products plus an LBDU mutual fund platform, serving individual consumers and SMEs through digital, agent, and corporate channels within the Rabbit Holdings ecosystem.

Ownership category

akta.pro rank

Product category

Life Insurance

NAICS

Direct Life Insurance Carriers (524113), Direct Life, Health, and Medical Insurance Carriers (52411), Direct Health and Medical Insurance Carriers (524114)

SIC

Life Insurance (6311), Accident & Health Insurance (6321), Insurance Agents, Brokers & Service (6411)

akta.pro primary industry

Whole Life Insurance (FSAIABAA)

akta.pro secondary industries

Group Term Life Insurance (FSAIAAAJ), Basic Group Term Life (Employer-Paid) (FSAIADAA), Participating (Dividend) Whole Life Insurance (FSAIABAI)

Keywords

• Life insurance
• Health insurance
• Mutual fund distribution
• Group employee benefits
• Pension insurance

Headquarters

HQ city

Sathon

HQ country

Thailand

HQ region

Asia

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

Personnel, Operations, Technology or R&D, Marketing or Sales, Supply Chain, Others

Revenue model

1. Individual Life Insurance Premiums: Recurring premium income from individual life insurance policies including savings, investment-linked, pension, health, accident, and critical illness products. Premium payment terms range from single-payment to multi-year annual premiums. First-year premiums (FYP) and renewal premiums (RYP) constitute the primary revenue stream.
2. Group Employee Benefits Insurance: Corporate group insurance policies providing employee life, accident, health IPD, OPD, and dental coverage. Sold to businesses as employee welfare benefits with customized plan options (Plans A through D).
3. Mutual Fund Distribution (LBDU): Commission revenue from distributing mutual funds as a licensed LBDU agent. Offers LTF, RMF, equity, fixed income, balanced, international, and commodity funds through partnerships with over 10 asset management companies offering more than 1,000 fund options. One-stop wealth management service combining insurance and investment products.
4. Policy-Related Fees and Commissions: Fees from policy loans (against surrender value), policy changes, surrenders, and other administrative services. Loan interest income from Automatic Premium Loans (APL) using accumulated surrender value.

Pricing tiers

Go-to-market motion3 records

Distribution channels5 records

Marketing channels7 records

Core offering

Rabbit Life Insurance Public Company Limited sells life, health, accident, pension, and tax-deduction insurance policies to individual consumers in Thailand, with optional online direct purchase via its website and iQuote quotation system. The company also distributes mutual funds as a licensed Limited Broker Dealer Underwriter (LBDU) offering over 1,000 funds from 13+ asset management partners, and provides group employee benefits plans (Plans A-D) to SMEs and enterprises.

Product overview

Rabbit Life Insurance Public Company Limited is a Thai life insurance company offering a comprehensive portfolio of insurance products and financial services. The product portfolio includes: (1) Tax Deduction Insurance products (Hero 10/1, Hero 10/3, Hero 10/5, Champion 10/2) for tax savings with short premium payment periods; (2) Pension Insurance products (Peak Pension 100/1, Peak Pension 100/5, Bumnarn Mungme 8555 Plus, Bumnarn Mungme 8565) for retirement planning; (3) Health Insurance products (Health Smile, Health Protect, OPD, Worry Free Cancer, Worry Free 50 Critical Illness, Mental Health) providing inpatient, outpatient, and critical illness coverage; (4) Accident Insurance (PA Max, PA Prompt, Rider AI, Rider ADD, Rider ADB) for personal accident protection; (5) Life Protection Insurance (Senior 99/9, High Protect 3/3, Smart Term Bronze, Chai Leoy 99/20, Smart Wellness, Protection Plus, Jai Jai, SafeSave) for life coverage and savings; (6) Group Insurance (Plans A-D) for employer-provided employee benefits; and (7) LBDU Mutual Fund services for investment and wealth management. The company also provides digital services through iService self-service portal. Products are available through online channels, agent networks, and broker partnerships.

Differentiator

Problem solved

Functional benefit

Products and services

• Hero 10/3 Tax deduction life insurance with a 3-year premium payment period and 10-year coverage term. Minimum sum insured 30,000 THB, no health check required, annual cash returns of 20%, and death benefit up to 303% of sum insured. Targeted at individual consumers seeking tax-efficient savings.
• Hero 10/5 Tax deduction life insurance with a 5-year premium payment period and 10-year coverage term. Provides annual cash returns up to 100% of sum insured and death benefit up to 500% of sum insured. For individual consumers seeking higher returns.
• Hero 10/1 Single premium savings insurance with 10-year coverage. Minimum sum insured 30,000 THB, annual cash returns of 2.1% and death benefit of 105% of sum insured. No health check required. For individual consumers preferring lump-sum payment.
• Peak Pension 100/5 Pension insurance with 5-year premium payment and coverage until age 100. Insured age 20-55, annual annuity 25% of sum insured from age 60-100 (up to 41 payments), tax deduction up to 300,000 THB/year. For retirement planning.
• Peak Pension 100/1 Single premium pension insurance with coverage until age 100. Insured age 25-59, minimum sum insured 50,000 THB, annual annuity 25% of sum insured. Death benefit before annuity: 105% of single premium or surrender value, whichever is higher.
• Health Smile All-inclusive health insurance with annual coverage up to 10 million THB per hospitalization and critical illness up to 20 million THB. Insured age 6-75 years, coverage until age 99. Available sum assured tiers: 500,000, 1,000,000, and 2,500,000 THB.
• Champion 10/2 Tax deduction life insurance with 2-year premium payment period. Insured age 30 days to 65 years. Annual cash returns 3% of sum assured years 1-9, maturity benefit 200% of sum assured, death benefit up to 202% of sum assured.
• Level Up 3/1 Single premium investment insurance with 3-year coverage term. Minimum sum insured 200,000 THB, annual cash returns 1.8%, maturity benefit 101.8% of sum insured. No health check required.

Quantifiable outcome

• Over 98% customer repeat purchase rate
• +4 more outcomes

Named customers6 records

Segments4 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration12 records

Feature5 records

Partnerships

14 partnerships are on record, tiered core.

• Asset Plus (บริษัท หลักทรัพย์จัดการกองทุน แอสเซทพลัส จำกัด)coreTechnology or IntegrationLBDU mutual fund distribution partner offering long-term equity fund (LTF) and other investment fund products. One of 13 asset management company partners enabling Rabbit Life's one-stop wealth management platform with over 1,000 fund options.
• Spring Asset (บริษัท หลักทรัพย์จัดการกองทุน เอ็กซ์สปริง จำกัด)coreTechnology or IntegrationLBDU mutual fund distribution partner. One of 13 asset management company partners offering fund products through Rabbit Life's one-stop service platform.
• East Spring (บริษัท หลักทรัพย์จัดการกองทุน อีสท์สปริง (ประเทศไทย) จำกัด)coreTechnology or IntegrationLBDU mutual fund distribution partner. One of 13 asset management company partners enabling diversified fund offerings.
• Principal (บริษัท หลักทรัพย์จัดการกองทุน พรินซิเพิล จำกัด)coreTechnology or IntegrationLBDU mutual fund distribution partner. One of 13 asset management company partners offering fund products.
• MFC (บริษัท หลักทรัพย์จัดการกองทุน เอ็ม เอฟ ซี จำกัด (มหาชน))coreTechnology or IntegrationLBDU mutual fund distribution partner. One of 13 asset management company partners enabling Rabbit Life's mutual fund platform.
• UOB (บริษัท หลักทรัพย์จัดการกองทุน ยูโอบี (ประเทศไทย) จำกัด)coreTechnology or IntegrationLBDU mutual fund distribution partner. One of 13 asset management company partners.
• Kiatnakin Phatra (บริษัท หลักทรัพย์จัดการกองทุน เกียรตินาคินภัทร จำกัด)coreTechnology or IntegrationLBDU mutual fund distribution partner. One of 13 asset management company partners offering fund products.
• Krungsri (บริษัท หลักทรัพย์จัดการกองทุน กรุงศรี จำกัด)coreTechnology or IntegrationLBDU mutual fund distribution partner. One of 13 asset management company partners offering fund products.
• Krungthai (บริษัท หลักทรัพย์จัดการกองทุน กรุงไทย จำกัด (มหาชน))coreTechnology or IntegrationLBDU mutual fund distribution partner. One of 13 asset management company partners.
• SCB (บริษัท หลักทรัพย์จัดการกองทุน ไทยพาณิชย์ จำกัด)coreTechnology or IntegrationLBDU mutual fund distribution partner. One of 13 asset management company partners offering fund products.
• NDID Platform (National Digital ID)coreTechnology or IntegrationNDID Platform enables digital identity verification (e-KYC) for Rabbit Life mutual fund account opening. NDID is Thailand's national digital identity infrastructure connecting government and private sector for secure identity verification and data sharing.
• Rabbit Rewards (แอปพลิเคชัน Rabbit Rewards)coreGTM or Marketing PartnerRabbit Rewards is the loyalty app that powers Rabbit Life's MYRewards program. MYRewards members earn Rabbit Points on insurance premium payments (FYP and RYP), redeemable across the Rabbit Rewards ecosystem including BTS transit, health, dining, entertainment, and shopping categories. Three membership tiers: Explore, Extraordinary, Exclusive.
• BTS Group (กลุ่มบริษัท BTS)coreOthersRabbit Life is part of the Rabbit's Data Ecosystem and BTS Group ecosystem. The company shares data and coordinates services with Rabbit/BTS group companies for cross-selling opportunities and integrated customer experiences.
• TPA (Third-Party Administrator) for Fax ClaimcoreImplementation/ SI/ Consulting PartnerThird-party administrator contracted to manage cashless hospitalization claims (Fax Claim IPD) with network hospitals. The TPA facilitates claims processing between Rabbit Life and the hospital network, enabling policyholders to receive treatment without upfront payment.

Scale indicators6 records

Recent moves13 records

Expansion highlights5 records

Direct peers

• Bangkok Life Assurance: Long-established Thai life insurance carrier offering life, health, accident and savings products with both agent and digital channels. Direct peer to Rabbit Life in terms of Thailand-domestic focus, individual life and health portfolio, and growing online distribution presence.
• Generali Life Assurance (Thailand): Global life insurer operating in Thailand with individual and group life, health and savings offerings. Comparable to Rabbit Life as a mid-tier international life player targeting Thai consumers with both agent and digital channels.
• Allianz Ayudhya Life Insurance: Leading Thai life insurer combining Allianz's global product sophistication with Ayudhya's local distribution. Direct peer to Rabbit Life in the individual life, health, savings and group insurance segments serving Thai consumers and corporates.
• Prudential Life Assurance (Thailand): International life insurer with a strong agency force in Thailand offering life, health, savings and investment-linked products. Direct peer to Rabbit Life in the individual life and group benefits segments, though with a more traditional agency-led distribution model.
• FWD Life Insurance (Thailand): Digital-first life insurer known for customer-led product design, online purchase journeys, and ecosystem partnerships across Southeast Asia. Highly comparable to Rabbit Life's digital-first positioning, tax-deductible savings focus, and emphasis on simplifying insurance for Thai consumers.
• Thai Life Insurance (TLI): Major Thai life insurer with broad individual and group life, health and savings products distributed via agents, brokers, and direct channels. Direct competitor to Rabbit Life in the Thai life and health insurance market with overlapping customer segments.
• Muang Thai Life Assurance: One of Thailand's largest life insurers, offering individual and group life, health, accident and pension products through a large agency network and bancassurance. Directly comparable to Rabbit Life across product categories (tax-deductible savings, pension, health), customer base (Thai urban professionals), and digital transformation initiatives.
• Krungthai-AXA Life Insurance: Joint-venture life insurer combining Krungthai Bank's bancassurance distribution with AXA's global life insurance expertise. Directly comparable to Rabbit Life in product breadth (life, health, pension, investment-linked) and Thailand market focus, though with a stronger bancassurance tilt.
• Manulife Thailand: International life and health insurer offering individual and group life, health, accident and wealth products through agents, brokers and bancassurance in Thailand. Comparable to Rabbit Life in product portfolio breadth and target customer segments.
• AIA Thailand: One of the largest and most established life insurers in Thailand, offering comprehensive life, health, accident, and wealth products via agents, brokers, and digital channels. Direct competitor across all of Rabbit Life's core product categories with substantially greater scale.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat6 records

Key risks5 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/RabbitLifeInsurance
• LinkedInlinkedin.com/company/rabbit-life-insurance-pcl

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

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

M&A

Investments

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

Frequently asked questions about Rabbit Life