DirectAsia.com Hong Kong

What DirectAsia.com Hong Kong does

DirectAsia.com is a Singapore-based digital insurance provider operating under the legal entity Auto & General Insurance (Singapore) Pte. Limited, a member of the Auto & General group of companies. The firm specializes in personal lines insurance — car, motorcycle, and travel coverage — sold direct-to-consumer via its website (secure.directasia.com), a phone sales channel, and an agency partner portal. Its portfolio spans tiered motor products (Comprehensive, Third-Party Fire & Theft, Third-Party Only), tiered travel products (Voyager 150/250/500/1000), and niche school group travel cover, with extensive optional benefits (NCD Protector Plus, 24-hour breakdown assistance, new-for-old replacement, medical expenses, personal accident, loss of use).

The company's core technology is a digital insurance platform supporting instant online quoting, policy purchase, and claims management, supplemented by a curated authorized workshop network across all four Singapore regions (with a Lifetime Repair Guarantee tied to ongoing DirectAsia coverage) and a motorcycle reporting centre operated with Ban Hock Hin. Proprietary product constructs — notably NCD60 for car insurance (an additional 10% discount for long-tenured safe drivers) and NCD30 for motorcycles (Singapore's highest motorcycle NCD tier) — function as exclusive differentiators unavailable from competing Singapore insurers.

Commercially, DirectAsia runs a recurring-revenue model built on annual motor premiums and annual/single-trip travel premiums, distributed with minimal intermediation to capture unit economics typically eroded by broker commissions. Customer satisfaction is reported at 90%+ based on Feefo verified reviews, and the company holds a 2020 Direct Insurer of the Year industry award. Note on the firmographic record: although listed as 'DirectAsia.com Hong Kong,' all operational data — legal entity, registered office at 16 Raffles Quay Singapore, +65 phone numbers, Singapore-domiciled product set, geographic restrictions referencing Singapore-specific jurisdictions — indicates that the company's active business is Singapore-based, with Hong Kong appearing only as a covered travel destination rather than a served market.

Name

DirectAsia.com Hong Kong

Legal name

Auto & General Insurance (Singapore) Pte. Limited

Website

https://directasia.com

Company type

Private

Founded year

2010

Operating status

Operating

Headcount range

11–50 employees

Short description

DirectAsia.com is a Singapore-based digital insurer (Auto & General Insurance (Singapore) Pte. Limited) selling car, motorcycle, and travel insurance direct-to-consumer online, differentiating through exclusive NCD60/NCD30 tiered No Claim Discount products and a curated authorized workshop network with a Lifetime Repair Guarantee.

Ownership category

akta.pro rank

Product category

Personal Insurance

NAICS

Direct Property and Casualty Insurance Carriers (524126)

SIC

Fire, Marine & Casualty Insurance (6331)

akta.pro primary industry

Personal Auto Insurance (FSAJAMAA)

akta.pro secondary industries

Travel & Accident (Non-Life) Insurance (FSAJAMAN), Motor Vehicle Liability Insurance (FSAJAMAC)

Keywords

• Online insurance
• Motor insurance
• Travel insurance
• Personal lines insurance
• Digital insurance

Headquarters

HQ city

Hong Kong

HQ country

Hong Kong SAR China

HQ region

Asia

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Car Insurance Premiums: Annual or single-term insurance premiums for comprehensive, third-party fire & theft, and third-party only car insurance coverage. Revenue is recurring upon policy renewal.
2. Motorcycle Insurance Premiums: Insurance premiums for motorcycle coverage including comprehensive, TPFT, and TPO options. Offered at competitive rates from $8.50/month.
3. Travel Insurance Premiums: Single trip and annual travel insurance premiums with plans starting from S$15 for individual coverage.
4. Optional Benefits Add-ons: Additional coverage options including 24-hour breakdown assistance, new for old replacement, loss of use compensation, workshop choice, medical expenses, NCD Protector Plus, repatriation costs, personal accident, and accessories coverage.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels5 records

Core offering

DirectAsia.com (legally Auto & General Insurance (Singapore) Pte. Limited) is a direct-to-consumer digital insurance provider selling car, motorcycle, and travel insurance products to individuals in Singapore. Customers can obtain instant online quotes and purchase policies through the company's website (secure.directasia.com) or by phone, with policies typically issued within minutes. The portfolio spans Comprehensive, Third-Party Fire & Theft, and Third-Party Only coverage tiers for vehicles, plus tiered Voyager travel insurance plans and bespoke school group travel cover.

Product overview

DirectAsia is a Singapore-based digital insurance provider offering a portfolio of motor and travel insurance products. The core offerings consist of three insurance categories: Car Insurance (with Comprehensive, Third-Party Fire & Theft, and Third-Party Only options), Motorcycle Insurance (with similar tiered options), and Travel Insurance (with Voyager 150/250/500/1000 plans). The company differentiates through exclusive NCD programs (NCD60 for cars, NCD30 for motorcycles) and customizable add-on benefits across all product lines. The car and motorcycle insurance products feature Value, Value Plus, and Flexible driver plans, while travel insurance offers Individual, Family, Group, and School Group options. All products are distributed direct-to-consumer through online platforms with optional add-ons for customization.

Differentiator

Problem solved

Functional benefit

Products and services

• Car Insurance Tiered car insurance for individual vehicle owners in Singapore offered in three cover levels: Comprehensive (own damage plus third-party, fire, theft, natural disasters, windscreen), Third-Party Fire & Theft (TPFT), and Third-Party Only (TPO) meeting Singapore's legal minimum. Optional add-ons include 24-hour breakdown assistance, NCD Protector Plus, new-for-old replacement, loss of use compensation, medical expenses, repatriation costs, personal accident, and accessories cover.
• Motorcycle Insurance Tiered motorcycle insurance for individual riders in Singapore offered in three cover levels (Comprehensive, TPFT, TPO) with premiums from S$8.50/month. Includes Singapore's highest No Claim Discount (NCD30) rewarding safe riders with up to 30% discount, plus NCD Protector Plus, 24-hour breakdown assistance, new-for-old replacement, any rider cover, medical expenses, and personal accident benefits.
• Travel Insurance Travel insurance for individual and family travellers available as single trip or annual multi-trip cover with Voyager 150 (S$150K), Voyager 250 (S$250K), Voyager 500 (S$500K), and Voyager 1000 (S$1M annual) tiers. Individual plans start from S$15. Covers medical expenses, evacuation, repatriation, trip cancellation, baggage, and personal liability. Optional COVID-19, extreme sports, sports equipment, and maid/domestic worker add-ons.
• School Group Travel Insurance Bespoke travel insurance for international schools and educational institutions covering overseas trips for students and staff, including Voyager 250 and Voyager 500 plans. Offered with International SOS partnership providing direct billing arrangement for overseas medical coverage.

Quantifiable outcome

• 90%+ customer satisfaction rating based on Feefo verified reviews
• +4 more outcomes

Named customers3 records

Segments6 records

Ideal customer profiles5 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 purchase a NEW comprehensive car insurance policy. Vicom is a vehicle inspection service provider.
• ShellcoreGTM or Marketing PartnerOngoing promotional partnership offering Shell fuel vouchers (up to $100) plus free 24-hour breakdown assistance with car insurance purchases. Also available with motorcycle insurance (up to $30).
• International SOScoreStrategic or Co-development PartnerLong-standing partnership for school group travel insurance providing hassle-free service with direct billing arrangement. Supports comprehensive overseas medical coverage for students and staff.
• Authorised Car Workshops NetworkcoreImplementation/ SI/ Consulting PartnerNetwork of carefully selected workshops across Singapore (North, East, West, Central regions) providing quality repairs with Lifetime Repair Guarantee. Includes Automotive Repair Centre, Century Motors, Convergence Automotive, Asuroo Autocare, VAG, Progressive Car Care, Sng Ah Tee Motor, Vin's Motor, Wah Hong Motors, Ah Lim Motor Company, Charn's Customcraft, Optima Werkz, and Glass-Fix.
• Ban Hock Hin Co. Pte LtdcoreImplementation/ SI/ Consulting PartnerAuthorised motorcycle workshop and reporting centre located at JTC Defu Industrial City. Provides repair and accident reporting services for DirectAsia motorcycle insurance policyholders.

Scale indicators3 records

Recent moves6 records

Expansion highlights6 records

Broad incumbents

• NTUC Income: One of Singapore's largest general insurers with broad car, motorcycle, and travel offerings. Overlaps directly with DirectAsia's product portfolio and increasingly competes online, but at much larger scale and broader product breadth.
• AIG Singapore: Global insurer with personal lines in Singapore including motor and travel. Broader portfolio than DirectAsia but competes on similar retail products.
• Great Eastern Insurance Singapore: Singapore-established composite insurer offering motor, travel, and life products. Comparable personal lines overlap with DirectAsia, with much larger branch network and brand.
• MSIG Insurance Singapore: Major general insurer in Singapore offering motor and travel insurance with both digital and agent channels. Comparable product overlap with DirectAsia, part of the global MS&AD group.
• AXA Insurance Singapore: Large incumbent insurer with motor and travel products plus broader life/health lines. Competes with DirectAsia in Singapore personal lines, with deeper product breadth and brand.

Direct peers

• Budget Direct Insurance: Singapore-based direct-to-consumer insurer offering car, motorcycle, and travel insurance online. Closest pure-play DTC competitor to DirectAsia in the same product categories and distribution model.
• Etiqa Insurance Singapore: Singapore general insurer offering car, motorcycle, and travel insurance online. Comparable in product mix and digital distribution to DirectAsia, part of the Maybank group.
• Singtel Dash: Singtel's digital financial services arm selling travel and motor insurance through a mobile-first DTC channel. Direct competitor in Singapore's digital insurance market with broader telecom ecosystem reach.

Emerging players

• Singlife: Singapore-based digital life and health insurer with growing general insurance offerings. Adjacent competitor increasingly targeting digital-native consumers similar to DirectAsia's customer base.
• FWD Singapore: Asia-focused digital insurer (Pacific Century Group) with growing presence in Singapore personal lines including travel insurance. Comparable digital-first GTM to DirectAsia with regional scaling ambitions.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/user/dainsurance
• Facebookfacebook.com/DirectAsia
• LinkedInsg.linkedin.com/company/directasia-com
• Instagraminstagram.com/directasiainsurance

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 Hong Kong