HL Assurance

What HL Assurance does

HL Assurance Pte. Ltd. is a Singapore-licensed general direct insurer providing personal and commercial general insurance products to consumers and businesses in Singapore. The company is a wholly-owned member of Hong Leong Group, a diversified Malaysian conglomerate with operations across Asia, Europe, North America, and Oceania, and sits within a regional insurance network that includes Hong Leong Assurance (Malaysia) and Hong Leong Insurance (Hong Kong). The firm is also a member of the General Insurance Association of Singapore (GIA) and the Policy Owners' Protection (PPF) Scheme administered by SDIC.

The company offers a broad portfolio organized under the Protect360 brand family. Personal lines span travel (Travel Protect360, Singapore Travel Pass), motor (Car Insurance), home (Home Protect360, Home ProtectLite, Fire Insurance), health (Critical Illness Protect360, Early Protect360 Plus, Hospital Protect360 / hospital income), personal accident (Accident Protect360, Family Protect360), maid (Maid Protect360 PRO), mobile device, and personal cyber (Fraud Protect360 PLUS). A customizable 4-in-1 bundle (Choice Protect360) targets first-time insurance buyers. Commercial lines cover Business Packages, Casualty Insurance, Corporate Travel360, Engineering Insurance, Property Insurance, and a Corporate Employee Insurance program. Distribution is multi-channel: licensed insurance agents handle consultative sales, a self-service digital platform via the corporate website and the HLAS Mobile app (iOS/Android with Singpass-based identity verification) supports direct quotes, purchases, and policy management, and an intermediary partner portal serves brokers and partners. Underlying technology is described as a standard insurance platform with online policy management, claims processing, and a customer self-service portal — there are no disclosed AI/ML proprietary features.

Revenue is generated through insurance premium collection across personal and commercial lines, with recurring annual premiums on multi-year and annual policies and one-time premiums on single-trip covers such as travel insurance. Pricing is quote-based and not publicly disclosed; periodic promotional discounts (e.g., travel insurance and Fraud Protect360 Plus spouse/fraud plans) are used as acquisition tools. Customer segments are predominantly retail — individual travelers, car owners, homeowners and renters, employers of foreign domestic workers, and health-conscious individuals — supplemented by smaller SME and corporate employer segments seeking group employee benefits. Marketing is content-led, combining a long-running SEO blog, social media presence (Facebook, YouTube, LinkedIn, WhatsApp), email/SMS campaigns, and mobile-app engagement.

Name

HL Assurance

Legal name

HL Assurance Pte. Ltd.

Website

https://hlas.com.sg

Company type

Private

Founded year

2013

Operating status

Operating

Headcount range

11–50 employees

Short description

HL Assurance is a Singapore-licensed general direct insurer offering a broad portfolio of personal and commercial general insurance products under the Protect360 brand, distributed via licensed agents, digital channels, and intermediary/broker partners as a Hong Leong Group subsidiary.

Ownership category

akta.pro rank

Headquarters

HQ city

Singapore

HQ country

Singapore

HQ region

Asia

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. Insurance Premiums: HL Assurance generates revenue through collection of insurance premiums from personal and commercial insurance policies including travel, motor, home, maid, critical illness, and other general insurance products. Premiums are collected on a recurring basis for annual policies or one-time for single-trip coverage.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels4 records

Core offering

HL Assurance is a licensed general direct insurer in Singapore that underwrites and distributes personal and commercial general insurance products across travel, motor, home contents, fire, critical illness, hospital income, personal accident, maid, mobile phone, and cyber/fraud risks, as well as commercial lines including business packages, casualty, engineering, property, and corporate travel. Its product suite is sold under the Protect360 sub-brand, with distribution through licensed agents, an online website, the HLAS Mobile app, and intermediary/broker partners.

Product overview

HL Assurance is a licensed general direct insurer in Singapore offering a comprehensive portfolio of personal and commercial insurance products. The personal insurance lineup includes core offerings such as Travel Protect360 (travel insurance with medical evacuation coverage), Car Insurance (motor coverage), Critical Illness Protect360 (critical illness protection), Home Protect360/Home ProtectLite (home contents insurance), Fire Insurance, Hospital Protect360 (hospital income), Maid Protect360 PRO (domestic helper insurance), Mobile Phone Insurance, Accident Protect360, and Fraud Protect360 PLUS (cyber insurance). The portfolio also features modular add-ons including Early Protect360 Plus (early-stage critical illness), Family Protect360 (family accident coverage), and Singapore Travel Pass. Choice Protect360 provides a customizable 4-in-1 bundled plan for first-time buyers. Commercial offerings span Business Packages, Casualty Insurance, Corporate Travel360, Engineering Insurance, and Property Insurance. The company distributes through agents, intermediaries, and direct digital channels including mobile apps for iOS and Android. HL Assurance is a member of the Hong Leong Group and is protected under the Policy Owners' Protection (PPF) Scheme administered by SDIC.

Differentiator

Problem solved

Functional benefit

Brands

• Protect360: Product brand line including Travel Protect360, Home Protect360, Maid Protect360 PRO, Accident Protect360, Family Protect360, Hospital Protect360, Choice Protect360, and Critical Illness Protect360
• Travel Protect360
• Home Protect360
• Maid Protect360 PRO
• Corporate Travel360

Products and services

• Travel Protect360 Travel insurance providing coverage for trip cancellations, medical emergencies, flight delays, lost baggage, and emergency evacuation/repatriation. Available as single-trip and annual plans for individual travelers in Singapore.
• Car Insurance Motor vehicle insurance covering damage to the insured vehicle, third-party liability, and related risks for car owners in Singapore.
• Choice Protect360 Customizable 4-in-1 insurance plan allowing first-time insurance buyers to bundle multiple coverage types into a single flexible policy.
• Critical Illness Protect360 Critical illness insurance providing lump-sum payment upon diagnosis of covered serious illnesses.
• Fraud Protect360 PLUS Personal cyber insurance protecting against financial losses from unauthorized transactions, online shopping fraud, identity theft, and data breaches. Covers identity restoration and reimbursement for stolen funds.
• Fire Insurance Property insurance covering fire damage to residential properties and structures.
• Home Protect360 Home contents insurance covering household belongings, fixtures, fittings, and renovation against perils including fire, floods, water leaks, and theft.
• Hospital Income Insurance (Hospital Protect360) Hospital income protection providing daily cash benefits during hospital stays to supplement medical expenses.
• Maid Protect360 PRO Domestic helper insurance covering hospitalization, personal accident, and Third Party Liabilities for employers of foreign domestic workers in Singapore.
• Mobile Phone Insurance Coverage for mobile phones against accidental damage, theft, and loss.
• Accident Protect360 Personal accident insurance providing coverage for accidental death, permanent disablement, and medical expenses resulting from accidents.
• Corporate Employee Insurance Group insurance programs for employers providing employee benefits including health, accident, and life coverage.
• Business Packages Commercial insurance bundles designed for businesses covering multiple risks under a single policy.
• Casualty Insurance Commercial casualty insurance for businesses covering liability arising from accidents, injuries, or property damage to third parties.
• Corporate Travel360 Group travel insurance solution for corporate clients covering employees on business trips internationally.
• Engineering Insurance Insurance coverage for engineering projects, contractors' plant, and machinery against physical loss or damage.
• Property Insurance Commercial property insurance covering buildings, contents, and business interruption for enterprises.

Quantifiable outcome

• First insurer to provide NCD (No Claim Discount) for travel insurance in Singapore

Named customers2 records

Segments7 records

Ideal customer profiles7 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Seven partnerships are on record, tiered core and minor.

• Hong Leong GroupcoreOthersHL Assurance is a member of Hong Leong Group, a leading conglomerate based in Malaysia with diversified businesses in Asia, Europe, North America and Oceania. The parent company provides brand credibility, financial backing, and operational synergies across the insurance business.
• Hong Leong Assurance (HLA) MalaysiaminorOthersRegional subsidiary of Hong Leong Group in Malaysia providing life and general insurance. Links to www.hla.com.my provided on HL Assurance website for regional services.
• Hong Leong Insurance (HK) - HLIAminorOthersRegional insurance operations in Hong Kong. Links to www.hl-insurance.com provided on HL Assurance website for regional services access.
• Singapore Deposit Insurance Corporation (SDIC)coreOthersSDIC administers the Policy Owners' Protection (PPF) Scheme which protects policy owners if HL Assurance fails. This is a regulatory requirement ensuring customer protection.
• General Insurance Association of Singapore (GIA)coreOthersHL Assurance is a member of GIA, the industry association for general insurers in Singapore. Membership provides industry representation and compliance with sector standards.
• Monetary Authority of Singapore (MAS)coreOthersSingapore's central bank and financial regulator. Referenced as a useful link for customers requiring regulatory information about financial services.
• Land Transport Authority (LTA)minorOthersGovernment agency providing online services for road tax renewal and COE renewal. Referenced as useful links for motor insurance customers.

Scale indicators3 records

Recent moves5 records

Expansion highlights5 records

Direct peers

• NTUC Income: Singapore cooperative insurer offering a comparable suite of personal and commercial general insurance lines (motor, travel, home, maid) through both agent and digital channels. Closest direct functional peer to HL Assurance in product scope and target market.
• MSIG Insurance (Singapore): Singapore subsidiary of MS&AD's Mitsui Sumitomo Insurance, offering personal and commercial P&C lines. Comparable breadth of product portfolio and a similar subsidiary-with-parent-brand model as HL Assurance.
• Liberty Insurance Singapore: Mid-sized Singapore general insurer writing personal motor, home, and commercial lines including engineering and property. Closely matches HL Assurance's P&C product mix and scale tier.
• Singlife: Singapore-based direct insurer with a strong digital-first stack covering travel, home, motor, and personal accident. Comparable to HL Assurance on direct-to-consumer distribution and Protect360-style product framing.
• Direct Asia Insurance: Online-focused Singapore general insurer concentrating on personal lines (motor, travel, home, health). Directly comparable on digital GTM, mid-scale footprint, and the same Singapore competitive set.

Regional players

• Etiqa Insurance Singapore: Singapore arm of Malaysian bancassurer Etiqa (under Maybank). Mirrors HL Assurance's Malaysian-parent / Singapore-operations structure and similarly overlaps on travel, motor, home, and personal accident products.

Broad incumbents

• AIA Singapore: Major incumbent in Singapore with strong agency force and group/employee benefits franchise. Comparable on Critical Illness and accident/health lines and on Corporate Employee Insurance programs.
• Chubb Insurance Singapore: Global P&C carrier's Singapore operation offering personal accident, travel, home, and commercial casualty/property. Comparable product breadth, especially on the commercial casualty and engineering side.
• FWD Singapore: Pan-Asian insurer with a Singapore presence competing heavily in travel, critical illness, and accident lines. Comparable digital-first positioning and Protect360-style product naming.
• Great Eastern Life (Singapore): One of Singapore's largest established insurers with deep agent distribution and broad personal lines. Overlaps with HL Assurance's personal P&C and accident/health offerings, though at significantly larger scale.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/channel/UCdEsbM0eTHXpBHf98TWyn1A
• Facebookfacebook.com/hlassuranceSingapore
• LinkedInlinkedin.com/company/hl-assurance
• Xx.com/hl_assurance

Compliance2 records

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 HL Assurance