Astra Life
Astra Life is an Indonesian life insurance provider (subsidiary of Astra International) offering conventional and Sharia life, health, critical illness, unit link, and pension products to individuals and corporates through digital, bancassurance, and agent channels, serving 3.8 million insured lives.
- Company typePrivate
- Founded2014
- HeadquartersPondokindah, Indonesia
- Headcount501–1,000
- GTM typeB2C
- OfferingServices
What Astra Life does
Astra Life (legal entity PT ASURANSI JIWA ASTRA) is an Indonesian life insurance company founded in May 2014 as a subsidiary of PT Astra International Tbk, Indonesia's largest conglomerate, with additional ownership from PT Sedaya Multi Investama (the Astra Financial arm) and the Kopi Astra International employee cooperative. The company is headquartered at Pondok Indah Office Tower in South Jakarta and operates with a headcount band of 501-1,000 employees. As of 2025, Astra Life serves 3.8 million insured lives with Rp6.8 trillion in total assets and a Risk-Based Capital ratio of 354%, well above the 120% statutory minimum set by OJK (Indonesia's Financial Services Authority).
The product portfolio spans conventional life products (term, whole life, unit link, critical illness), Sharia-compliant contributions, health and surgical cover, group/employee benefit programs, and Dana Pensiun Lembaga (DPLK) pension fund management. Notable products include ASLI Critical Care Protector (91-condition critical illness with up to 150% premium return and Rp10 billion sum assured), Flexi Hospital & Surgical, AVA iFuture Premier (unit link with loyalty bonuses), and the Permata ME suite distributed through Permata Bank. Underlying technology centers on a digital insurance stack: the ilovelife.co.id e-commerce platform for direct online policy purchase without medical check-up, the MyAstraLife mobile app for policy administration and digital claims submission, and a digital underwriting layer linked to a partner hospital network for cashless claims.
Revenue is generated via recurring insurance premiums and contributions across individual, group, and Sharia channels, with unit-link products adding investment-linked fund management revenue. Distribution combines direct-to-consumer digital sales, AAJI-certified field agents trained through the Astra Life Training Academy, a flagship bancassurance channel through Permata Bank (covering AVA and Permata ME products), and corporate/group sales for employee benefit programs. Additional channel partners include Astra Credit Companies, FIF Group, Pasarpolis, and Trimegah. Marketing is multi-channel: owned blog (Love Life Daily), social media (Instagram, Facebook, TikTok, YouTube), email newsletters, and event sponsorships including Mangkunegaran Run 2026.
Astra Life firmographics
Firmographics- Name
- Astra Life
- Legal name
- PT ASURANSI JIWA ASTRA
- Website
- https://astralife.co.id
- Company type
- Private
- Founded year
- 2014
- Operating status
- Operating
- Headcount range
- 501–1,000 employees
- Short description
- Astra Life is an Indonesian life insurance provider (subsidiary of Astra International) offering conventional and Sharia life, health, critical illness, unit link, and pension products to individuals and corporates through digital, bancassurance, and agent channels, serving 3.8 million insured lives.
- Ownership category
- akta.pro rank
Astra Life industry classification
Industry- Product category
- Life Insurance
- NAICS
- Direct Life, Health, and Medical Insurance Carriers (52411), Direct Life Insurance Carriers (524113), Health and Welfare Funds (525120)
- SIC
- Life Insurance (6311), Accident & Health Insurance (6321)
- akta.pro primary industry
- Whole Life / UL Policy Riders & Add-ons (e.g., Waiver of Premium, Accidental Death, Child Term, LTC/Chronic Illness) (FSAIABAK)
- akta.pro secondary industry
- Group Universal Life (GUL) (FSAIADAC)
Keywords
Where Astra Life is headquartered
LocationHeadquarters
- HQ city
- Pondokindah
- HQ country
- Indonesia
- HQ region
- Asia
Offices1 record
Markets served
Astra Life business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Operations, Personnel, Marketing or Sales, Technology or R&D
Revenue model
- Life Insurance Premiums (Conventional): Recurring premium revenue from individual and group life insurance products including term life, whole life, and critical illness coverage. Premiums collected annually, quarterly, monthly, or single payment depending on product structure.
- Unit Link / Investment-Linked Products: Revenue from investment-linked insurance products (unit link) combining protection with investment fund accumulation. Includes fund management through various AVA and ASLI fund options.
- Syariah/Islamic Insurance Contributions: Sharia-compliant insurance revenue through contribution-based models for life and critical illness protection under Islamic principles, including ASLI Asya Protection Syariah and Flexi Life Protection Syariah products.
- Group Employee Benefit: Corporate group insurance programs for employee welfare including life, health, and accident coverage for businesses through Asya Group Berkah Proteksi and employee benefit solutions.
- Pension Fund (DPLK): Dana Pensiun Lembaga (DPLK) pension fund management services for corporate employees.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Annual | ASLI Critical Care Protector - Critical illness protection with premium return |
| Subscription | Annual | Flexi Life Protection Syariah - Term life with accident coverage (Sharia) |
| Subscription | Annual | Asya Group Berkah Proteksi - Group life insurance (Sharia) |
| Subscription | Monthly | AVA iSave Protection - Group life with maturity benefit (Permata ME) |
| Subscription | Annual | AVA iLife Protection - Term life insurance (Permata ME) |
| Subscription | Annual | AVA iFuture Premier - Premium unit link with loyalty bonus |
Go-to-market motion2 records
Distribution channels5 records
Marketing channels7 records
Astra Life product offering
Product offeringCore offering
Astra Life (PT Asuransi Jiwa Astra) is an Indonesian life insurance company that sells conventional and Sharia-compliant protection products including term life, whole life, unit link, critical illness, health, accident, and group/employee benefit coverage. Products are distributed through direct digital channels (ilovelife.co.id e-commerce and MyAstraLife mobile app), a flagship bancassurance partnership with Permata Bank, certified field agents, and corporate group sales. The company also operates a Dana Pensiun Lembaga (DPLK) pension fund management service.
Product overview
Astra Life is a life insurance company offering a comprehensive portfolio of insurance products across multiple segments. The product portfolio includes conventional life insurance products (ASLI Critical Care Protector, AVA iPlan, AVA iSave, AVA iLife, ASLI iSignature Protector, ASLI Proteksi Andalan, ASLI Ultimate Protection, AVA Infinite Protection, AVA iFuture, ASLI Rencana Optima, AVA iFuture Premier), Sharia-compliant products (Flexi Life Protection Syariah, Asya Group Berkah Proteksi, ASLI Asya Protection Syariah, AVA Asya Hasanah Proteksi, AVA iGriya Proteksi Syariah, PermataTabungan iB Haji Proteksi, AVA iFamily Protection Syariah, ASYA Credit Protection Syariah), health insurance (Flexi Hospital & Surgical), and various supplementary riders (Hospital Cash Plan, 117 Crisis Cover, Penyakit Kritis+, Kecelakaan Diri+, Perawatan Medis & Bedah Plus, Perawatan Medis & Bedah, Medicare Premier, Critical Illness Premium Waiver). Products are distributed through multiple channels including bank partnerships (Permata Bank, Astra Financial), agency force, and digital platforms (ilovelife.co.id, MyAstraLife).
Differentiator
Problem solved
Functional benefit
Products and services
- ASLI Critical Care Protector Critical illness insurance covering 91 conditions from early (minor) to advanced (major) stages, including coronary angioplasty and children's critical illness, with death benefit and premium return up to 150%.
- Flexi Life Protection Syariah Sharia-compliant term life insurance providing death benefit and accidental death coverage up to 200% of sum assured; auto-renewable annually until age 85.
- Flexi Hospital & Surgical Individual health insurance product providing inpatient and surgical coverage for policyholders.
- AVA iPlan Protection (Permata ME) Endowment insurance product distributed via Permata Bank providing death benefit with maturity and terminal benefits, coverage up to age 70.
- AVA iSave Protection (Permata ME) Group life insurance distributed via Permata Bank covering death or total permanent disability with end-of-coverage benefit, sum assured up to 500x monthly premium.
- AVA iLife Protection (Permata ME) Term life insurance distributed via Permata Bank covering death risk with sum assured up to Rp5 billion and premium starting from Rp290,000 per year; renewable up to age 85.
- Asya Group Berkah Proteksi Sharia-compliant group life and accident insurance for organizations providing death, natural death, accident, and traffic accident death benefits, minimum 5 participants.
- ASLI Asya Protection Syariah Sharia-compliant unit link life insurance providing death, terminal illness, and total permanent disability coverage with investment fund benefits.
- AVA Asya Hasanah Proteksi Sharia-compliant unit link life insurance distributed via Permata Bank covering death, terminal illness, and disability with investment benefits.
- AVA iGriya Proteksi Syariah Sharia-compliant group financing life insurance distributed via Permata Bank covering death risk for home financing customers up to age 70.
- PermataTabungan iB Haji Proteksi Sharia-compliant group life insurance distributed via Permata Bank covering accidental death as part of an integrated pilgrimage savings product.
- Permata ME Payroll Proteksi Payroll savings solution distributed via Permata Bank integrating accidental death insurance coverage for employees with benefits up to Rp2 billion.
- ASLI iSignature Protector Unit link life insurance providing death, terminal illness, and total permanent disability coverage with fund value at policy maturity.
- ASLI Proteksi Andalan Unit link life insurance with death, terminal illness, and total permanent disability coverage plus loyalty bonus and fund value benefits.
- ASLI Ultimate Protection Traditional life insurance providing death benefit with end-of-contract benefit and coverage bonus, protection up to age 99.
- AVA Infinite Protection Traditional life insurance distributed via Permata Bank providing death benefit with end-of-contract benefit and coverage bonus, protection up to age 99.
- AVA iFuture Unit link insurance distributed via Permata Bank covering death, terminal illness, and total permanent disability with loyalty bonus and investment benefits.
- ASLI Rencana Optima Unit link life insurance providing comprehensive protection with loyalty bonus and investment fund value benefits.
- AVA iFuture Premier Premium unit link insurance distributed via Permata Bank with minimum sum assured of Rp5 billion, covering death, terminal illness, and disability.
- ASYA Credit Protection Syariah Sharia-compliant group financing insurance distributed via Astra Credit Companies covering remaining financing balance on death or disability.
- AVA iFamily Protection Syariah Sharia-compliant term life insurance distributed via Permata Bank covering death with special benefits for Hajj/Umrah travel and Eid homecoming accidents.
- DPLK Astra (Dana Pensiun Lembaga) Pension fund management program for corporate employees, offering retirement savings solutions as part of Astra Life's Dana Pensiun Lembaga service.
- Employee Benefit Program Corporate group insurance programs offering life, health, accident, and pension coverage to companies for their employees, including Asya Group Berkah Proteksi and other group products.
Quantifiable outcome
- 3.8 million insured lives covered as of 2025
- +3 more outcomes
Companies that use Astra Life
Customer profileNamed customers2 records
Segments4 records
Ideal customer profiles4 records
Astra Life technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature3 records
Astra Life partnerships and signals
Strategic signalPartnerships
Six partnerships are on record, tiered flagship, minor and core.
- Permata BankflagshipStrategic bancassurance partnership where Permata Bank distributes Astra Life insurance products including Permata ME Payroll Proteksi (payroll savings with life insurance up to Rp2 billion), AVA iPlan Protection, AVA iSave Protection, AVA iLife Protection, and other products through Permata ME app and bank branches. The partnership integrates banking services with insurance protection for bank customers.
- PasarpolisminorDigital distribution partner for insurance products
- FIF Group (Federal International Finance)minorChannel partner for insurance distribution services
- ACC (Astra Credit Companies)minorFinancing company partner for credit protection insurance products including ASYA Credit Protection Syariah
- Astra Credit CompaniesminorAstra group financing arm distributing ASYA Credit Protection Syariah insurance for financing customers
- Mangkunegaran Run 2026coreOfficial Life Insurance Partner for Mangkunegaran Run 2026, providing protection coverage for over 7,500 runners with AVA Group Proteksi Dinamis products. Partnership includes brand visibility at the event, booth presence for customer engagement, and insurance literacy promotion.
Scale indicators7 records
Recent moves6 records
Expansion highlights6 records
Astra Life competitors and assessment
Company assessmentDirect peers
- Prudential Indonesia (PRUlife Indonesia): One of the largest life insurers in Indonesia offering individual life, health, and investment-linked products through a massive agency force and bancassurance partnerships. Directly comparable in product mix (unit link, term, health riders) and target segment to Astra Life.
- Allianz Life Indonesia: Multinational life insurer with a strong Indonesian presence offering life, health, accident, and unit-link products through agency, bancassurance (with BCA and others), and digital channels. Closely comparable to Astra Life in product breadth and bancassurance-led distribution model.
- AXA Mandiri Financial Services: Joint venture between AXA and Bank Mandiri, dominant in Indonesian bancassurance life insurance. Highly comparable to Astra Life on bancassurance-led distribution, life and health product suite, and digital servicing.
- Manulife Indonesia: Major multinational life insurer offering individual life, health, accident, and unit-link products through agency, bancassurance (with DBS/Sinarmas), and digital. Direct competitor to Astra Life across the same individual and group benefit segments.
- BNI Life Insurance: Life insurer majority-owned by Bank Negara Indonesia (BNI), heavily reliant on bancassurance with parent bank. Comparable to Astra Life's Permata Bank partnership model in distribution structure and product suite.
- BRI Life: Life insurance subsidiary of Bank Rakyat Indonesia (BRI) with bancassurance focus on the mass-market and micro segments. Comparable to Astra Life on bank-owned life model and broad individual life products.
- Generali Indonesia: Multinational life insurer offering life, health, and accident products through agency, bancassurance, and corporate channels. Comparable product suite and customer segments, though smaller scale than Astra Life.
- Lippo Insurance (Lippo Life): Indonesian life and general insurer within the Lippo conglomerate, offering group and individual life products with bancassurance and corporate distribution. Comparable to Astra Life in conglomerate-backed life insurance and group employee benefits.
- Sequis Life: Indonesian life insurer offering individual life, health, critical illness, and unit-link products through agency and digital channels. Comparable mid-sized peer to Astra Life in product portfolio and bancassurance presence.
Emerging players
- FWD Life Indonesia: Digital-first life insurer under FWD Group, focusing on simplified underwriting and online purchase. Comparable to Astra Life's ilovelife.co.id digital self-serve proposition and younger customer acquisition motion.
Market position
Strengths5 records
Weaknesses4 records
Competitive moat5 records
Key risks5 records
Key highlights7 records
Customer concentration
Astra Life social profiles
Digital presenceAstra Life compliance and trust
Trust signalCompliance2 records
Astra Life financial estimates
Financial estimateRevenue estimate
Valuation estimate
Astra Life leadership team
Management profileNumber of profiles
Profiles10 records
Astra Life funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Astra Life 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 Astra Life
What does Astra Life do?
Astra Life (PT Asuransi Jiwa Astra) is an Indonesian life insurance company that sells conventional and Sharia-compliant protection products including term life, whole life, unit link, critical illness, health, accident, and group/employee benefit coverage. Products are distributed through direct digital channels (ilovelife.co.id e-commerce and MyAstraLife mobile app), a flagship bancassurance partnership with Permata Bank, certified field agents, and corporate group sales. The company also operates a Dana Pensiun Lembaga (DPLK) pension fund management service.
Is Astra Life a public or private company?
Astra Life is a private company. It is classified as corporate owned and is currently operating.
When was Astra Life founded?
Astra Life was founded in 2014. It employs 501 to 1,000 people.
Where is Astra Life based?
Astra Life is headquartered in Pondokindah, Indonesia, in the Asia region.
How does Astra Life make money?
Five revenue lines are on record. Life Insurance Premiums (Conventional) is the primary driver. The others are unit Link / Investment-Linked Products, syariah/Islamic Insurance Contributions, group Employee Benefit and pension Fund (DPLK).
Who are Astra Life's main competitors?
Direct peers on record are Prudential Indonesia (PRUlife Indonesia), Allianz Life Indonesia, AXA Mandiri Financial Services, Manulife Indonesia, BNI Life Insurance, BRI Life, Generali Indonesia, Lippo Insurance (Lippo Life) and Sequis Life. FWD Life Indonesia is listed as an emerging player.
Does Astra Life have an API?
No public API is recorded for Astra Life.
What industry is Astra Life in?
Astra Life's product category is Life Insurance. Its primary akta.pro industry code is FSAIABAK, Whole Life / UL Policy Riders & Add-ons (e.g., Waiver of Premium, Accidental Death, Child Term, LTC/Chronic Illness), with a secondary code of FSAIADAC, Group Universal Life (GUL). Its NAICS code is 52411 and its SIC code is 6311.