DirectAsia.com Singapore

What DirectAsia.com Singapore does

DirectAsia.com Singapore (legal entity Auto & General Insurance (Singapore) Pte. Limited) is a digital direct-to-consumer personal-lines insurer founded in 2010 and headquartered at 16 Raffles Quay, Singapore. The company operates as part of the Auto & General group of companies, serving individual consumers in Singapore with three core product lines — Car Insurance, Motorcycle Insurance, and Travel Insurance — plus a school group travel insurance vertical sold to international schools since 2018. Distribution runs through the company's own website (secure.directasia.com), a phone sales channel (6665 5555), and an Agency Partner reseller portal.

The platform supports fully online quote-to-bind for car, motorcycle, and travel, with policies underwritten by Auto & General Insurance (Singapore). Notable proprietary product features include the NCD60 car insurance program (the first and only in Singapore, providing an additional 10% discount on top of NCD50 for five or more consecutive years at the top NCD tier), NCD30 for motorcycle insurance (Singapore's highest NCD tier), a Low Mileage Policy for drivers under 8,000 km/yr, the NCD Protector Plus benefit, and a Lifetime Repair Guarantee at the company's authorized workshop network. Travel insurance is sold in four Voyager plan tiers (150, 250, 500, 1000) as single-trip or annual policies with optional add-ons for extreme sports, sports equipment, and COVID-19. A 90%+ customer satisfaction rating and Feefo-verified reviews underpin the service narrative.

Revenue is generated from recurring insurance premiums billed annually across the three product lines, with car premiums of $700-$1,000/yr, motorcycle premiums from $8.50/month, and travel policies from S$15 per trip. DirectAsia employs AI-powered website personalization (ABTasty) to optimize quote-to-bind conversion, runs co-marketing partnerships with Shell, Vicom, eCapita, and International SOS, and reports 90%+ customer satisfaction. The company sells exclusively in Singapore despite travel coverage reaching many Asia-Pacific destinations, leaving geographic diversification of the underwriting book as an open question.

Name

DirectAsia.com Singapore

Legal name

Auto & General Insurance (Singapore) Pte. Limited

Website

https://directasia.com

Company type

Private

Founded year

2010

Operating status

Operating

Headcount range

51–100 employees

Short description

DirectAsia.com Singapore is a digital direct-to-consumer personal-lines insurer, founded in 2010 under the Auto & General group, offering online car, motorcycle, travel, and school group travel insurance to individual consumers and international schools in Singapore.

Ownership category

akta.pro rank

Product category

Personal Insurance

NAICS

Direct Property and Casualty Insurance Carriers (524126), Direct Insurance (except Life, Health, and Medical) Carriers (52412), Insurance Carriers (5241)

SIC

Fire, Marine & Casualty Insurance (6331), Insurance Carriers, Nec (6399)

akta.pro primary industry

Standard Personal Auto Insurance (Liability, Collision & Comprehensive) (FSAJAAAA)

akta.pro secondary industry

Personal Auto Insurance (FSAJAMAA)

Keywords

• Car insurance
• Motorcycle insurance
• Travel insurance
• Direct insurance
• Online insurance

Headquarters

HQ city

Singapore

HQ country

Singapore

HQ region

Asia

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Motor Insurance Premiums: Recurring insurance premiums for car and motorcycle coverage, including base premiums and optional add-on benefits. Revenue generated through annual or policy-term premium payments from individual policyholders.
2. Travel Insurance Premiums: Insurance premiums for travel coverage sold as single-trip or annual multi-trip policies. Revenue from individual, family, and group travel insurance plans with varying coverage limits.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels6 records

Core offering

DirectAsia.com Singapore is a digital direct-to-consumer insurance provider selling car insurance, motorcycle insurance, and travel insurance policies online to Singapore residents. Customers obtain instant quotes, customize coverage, and purchase policies directly through the website, with claims and account management handled digitally. Policies are underwritten by Auto & General Insurance (Singapore) Pte. Limited, part of the Auto & General group.

Product overview

DirectAsia is a digital direct insurer in Singapore offering a unified platform with three core insurance products: Car Insurance, Motorcycle Insurance, and Travel Insurance. The car and motorcycle insurance products feature customizable coverage types (Third-Party Only, Third-Party Fire & Theft, Comprehensive) with optional benefit add-ons and unique No Claim Discount programs (NCD60 for cars, NCD30 for motorcycles) exclusive to DirectAsia. The travel insurance product offers tiered Voyager plans (150, 250, 500, 1000) as single or annual policies with optional add-ons for extreme sports, COVID-19, and family coverage. The product portfolio is designed for direct online purchase with transparent pricing, offering tailored policies where customers pay only for what they need. DirectAsia also provides an authorized workshop network for claims servicing and a Lifetime Repair Guarantee on vehicle repairs.

Differentiator

Problem solved

Functional benefit

Products and services

• Car Insurance

Quantifiable outcome

• 4-15% increases in quote rates, conversion rates, and revenue per visitor reported from AI-powered personalization implementation
• +4 more outcomes

Named customers2 records

Segments5 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

Five partnerships are on record, tiered minor and core.

• VicomminorStrategic or Co-development PartnerPartnership offering free vehicle inspection when customers sign up for new comprehensive car insurance. Vicom is a vehicle inspection services provider in Singapore.
• ShellcoreGTM or Marketing PartnerOngoing promotional partnership offering Shell fuel vouchers to DirectAsia customers: up to $100 worth of Shell fuel with car insurance, up to $30 worth with motorcycle insurance. Includes FREE 24-Hour Breakdown Assistance for car insurance holders.
• eCapitaminorGTM or Marketing PartnerPromotional partnership offering $100 eCapita voucher when customers sign up for NEW Electric Car insurance policy with DirectAsia.
• International SOScoreStrategic or Co-development PartnerLong-standing partnership for school group travel insurance. International SOS provides medical assistance services with direct billing arrangement for DirectAsia travel policyholders, particularly for school and group travel coverage.
• Agency PartnerscoreChannel Partner/ Reseller/ DistributorNetwork of independent insurance agents and brokers who sell DirectAsia insurance products through the Agency Partners program. Agents access dedicated portal for quotes, policy management, and commissions.

Scale indicators5 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Budget Direct Insurance Singapore: Singapore-based digital direct-to-consumer insurer offering car and travel insurance online. Closely aligned with DirectAsia on distribution model (pure online/phone), target customer (price-sensitive Singapore drivers and travelers), and product set (motor + travel).
• Singtel Dash Insurance: Telco-backed digital insurance offering motor insurance within the Singtel Dash super-app. Competes head-to-head with DirectAsia on instant online motor quotes and digital-first purchase for Singapore consumers.
• FWD Singapore: Pan-Asian digital insurer with a Singapore general insurance presence, including motor coverage. Comparable direct-to-consumer digital model and product overlap with DirectAsia's car and travel lines.

Broad incumbents

• NTUC Income: One of Singapore's largest composite insurers offering motor, travel, and life insurance through both digital and agent channels. A broad incumbent with overlapping personal lines that competes with DirectAsia across the same Singapore customer base.
• Great Eastern Life Singapore: Major established Singapore insurer offering general insurance alongside its dominant life business. Competes with DirectAsia in motor and travel while leveraging a broader multi-line portfolio and extensive agent network.
• AXA Insurance Singapore: Global insurer with a substantial Singapore general insurance operation including motor and travel. Overlaps with DirectAsia on personal lines but competes as a much larger, multi-channel incumbent.
• AIG Singapore: Global P&C and specialty insurer with a Singapore branch offering personal motor and travel coverage. Comparable product footprint but operates as a broad incumbent rather than a digital-only specialist.
• MSIG Singapore: Singapore general insurer with a strong motor franchise and established digital capabilities. Direct overlap with DirectAsia's core car and motorcycle insurance products in the Singapore market.

Emerging players

• Singlife: Singapore-headquartered digital insurer following its merger with Aviva Singapore. A newer digital-first player expanding into general insurance lines, representing the kind of InsurTech entrant that could increasingly compete with DirectAsia's direct-to-consumer model.

Regional players

• Roojai: Thailand-based digital direct-to-consumer motor insurer with a comparable online-only model and focus on motor coverage. Comparable in digital-first GTM and product positioning but operates in a different geography.

Market position

Strengths1 record

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/user/dainsurance
• Facebookfacebook.com/DirectAsia
• LinkedInlinkedin.com/company/directasia-com
• Instagraminstagram.com/directasiainsurance
• Xx.com/directasia

Revenue estimate

Valuation estimate

Number of profiles

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 DirectAsia.com Singapore