House Of Insurance

What House Of Insurance does

House Of Insurance (HOI Services Sdn Bhd) is a Malaysian insurance and takaful aggregator and online agency founded in 2014 and headquartered in Kuala Lumpur. The company operates a hybrid distribution model combining a self-service digital platform with 9-10 physical branches equipped with MyEG road tax kiosks across Peninsular Malaysia (Kuala Lumpur, Cyberjaya, Puchong, Ipoh, Kuala Kedah, Johor Bahru). Its core platform enables consumers to compare quotes, purchase motor insurance and takaful, and process road tax renewals — with live integrations to multiple Malaysian insurers and takaful operators enabling instant policy issuance upon payment clearance, and direct MyJPJ integration for road tax updates.

The product portfolio spans car insurance/takaful, motorcycle insurance/takaful, house and building insurance, travel insurance, personal accident insurance (Kurnia's Perfect 10 Plus), and add-ons such as e-hailing (Grab) coverage and a 24/7 Accident Assist helpline via PIAM. Underlying technology includes live insurer connection systems, automated road tax processing via MyJPJ, WhatsApp-based quotation generation, a road tax calculator referencing official JPJ guidelines, and integrations with payment infrastructure (JomPAY, FPX, Maybank, ipay88, Boost, GrabPay, SPayLater via DuitNow QR).

HOI earns revenue primarily through commissions from insurance and takaful providers per successful policy sale. It runs a two-tiered channel: (1) direct-to-consumer self-service via hoi.my and (2) a white-labeled agent platform (yourownbrand.hoi.my) that supplies aspiring and existing insurance agents with branded websites, SEO tools, WhatsApp quotation systems, and the FARA back-office platform — agents earn 5% commission on direct transactions and 1% on agent-website-sourced transactions (minimum payout RM100). Customer segments include individual vehicle owners, aspiring agents, homeowners/property owners, travellers, and individuals seeking personal protection; pricing is per-policy with low entry points (travel from RM16, house from ~RM16/month).

Name

House Of Insurance

Legal name

HOI Services Sdn Bhd

Website

https://hoi.my

Company type

Private

Founded year

2014

Operating status

Operating

Headcount range

51–100 employees

Short description

House Of Insurance is a Malaysian insurance and takaful aggregator operating a digital platform and 9-10 physical branches across Peninsular Malaysia, serving individual vehicle owners and small businesses with motor, house, travel, and personal accident coverage via 12+ carrier partnerships.

Ownership category

akta.pro rank

Headquarters

HQ city

Cyberjaya

HQ country

Malaysia

HQ region

Asia

Offices12 records

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. Insurance/Takaful Sales Commission: HOI earns commission from insurance and takaful companies for each successful policy sold through their platform. Agents earn 5% commission (after stamp duty and SST/GST) on transactions done by their customers on their websites.
2. Agent Referral Commission: Agents earn 1% commission (after stamp duty and SST/GST) for each transaction successfully paid on their agent website by their customer.
3. Branch Operations: Physical branch locations equipped with MyEG Kiosk providing counter services for insurance, takaful, and road tax renewals.

Pricing tiers

Go-to-market motion3 records

Distribution channels5 records

Marketing channels7 records

Core offering

House Of Insurance (HOI Services Sdn Bhd) operates a hybrid online and physical insurance and takaful agency in Malaysia that aggregates policies from multiple insurers and takaful operators (Etiqa, Kurnia, Allianz, Zurich, Takaful Malaysia, Liberty, AXA Affin, AIG, Pacific Insurance, Takaful IKHLAS) and enables customers to compare, purchase and renew motor insurance, takaful, road tax, house insurance, travel insurance and personal accident insurance through its website, mobile app and 9 branch locations. The platform issues policies instantly upon payment through live insurer connections and updates road tax directly into the MyJPJ system, while also offering a free white-labeled website program that lets recruited agents earn commissions on sales they generate.

Product overview

House Of Insurance (HOI) operates a digital insurance and takaful platform that serves as an aggregator and online agency for multiple insurance providers in Malaysia. The core offering consists of car, motorcycle, house, travel, and personal accident insurance products distributed through both a consumer-facing web platform and an agent partnership model. The consumer platform enables instant quote comparison, policy issuance, and automated roadtax renewal processing, while the agent platform allows independent marketers to white-label the service with their own branded websites and earn commissions. Supporting services include a 24-hour accident assist helpline and a roadtax calculator tool. The company operates 9 physical branches with MyEG kiosks in addition to its online services.

Differentiator

Problem solved

Functional benefit

Brands

• Accident Assist: 24-hour helpline service for roadside emergencies covering emergency roadside assistance, towing services, insurance claim guidance, and connection to emergency services.
• FARA Partner Platform

Products and services

• Car Insurance, Takaful & Roadtax Renewal Online platform for comparing and purchasing car insurance and takaful from Malaysia's leading providers (Etiqa, Kurnia, Allianz, Zurich, Liberty, Takaful Malaysia, AXA Affin, AIG, Pacific, Takaful IKHLAS) with instant policy issuance upon payment and automated road tax processing via MyJPJ integration. Targeted at Malaysian car owners.
• Motorcycle Insurance, Takaful & Roadtax Renewal Online renewal service for motorcycle insurance and takaful with automated road tax processing via MyJPJ and instant e-cover note delivery. Targeted at Malaysian motorcycle owners.
• House/Building Insurance & Takaful Property insurance covering building structure and contents against fire, lightning, burst water tanks, theft, flood and other perils, offered through partners including Takaful IKHLAS, Allianz, Kurnia, Liberty and Takaful Malaysia. Available from as little as 50 sen per day for basic contents cover. Targeted at Malaysian homeowners and property owners.
• Travel Insurance & Takaful Travel insurance products available through Etiqa and Kurnia covering medical assistance, trip cancellation, baggage loss and travel-related emergencies. Single trip and annual plans available with individual and family coverage options; pricing ranges from RM16 per individual for regional coverage up to RM100+ per individual for worldwide plans. Targeted at Malaysians and residents travelling domestically or internationally.
• Perfect 10 Plus Personal Accident Insurance Personal accident insurance distributed through Kurnia covering accidental death, permanent disablement, hospital income, medical expenses and family protection, renewable up to age 70. Targeted at Malaysian individuals and families seeking accidental injury and financial protection.
• Online Insurance/Takaful Agent Platform White-label platform that lets individuals become online insurance/takaful sales marketers. Agents receive a branded website with their own subdomain (yourownbrand.hoi.my), control panel for customization, WhatsApp quotation system that generates quotes in under 60 seconds without sensitive info, automated e-cover note generation, and SEO tools (Google Analytics, Google Tag Manager, Facebook Pixel). Agents earn 5% commission on direct customer transactions and 1% on transactions through their own agent website, with a minimum payout of RM100. Currently free to register during version 1.

Quantifiable outcome

• Quotations generated in less than 2.3 minutes
• +3 more outcomes

Named customers9 records

Segments5 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration16 records

Feature5 records

Partnerships

15 partnerships are on record, tiered core.

• Etiqa General Takaful BerhadcoreStrategic or Co-development PartnerHOI offers Etiqa Takaful products through their online platform and branches. Contact person: Encik Mohd Yazid for agent inquiries. Etiqa Takaful is offered for car, house, and travel insurance products.
• Etiqa General Insurance BerhadcoreStrategic or Co-development PartnerHOI offers Etiqa Insurance products through their online platform and branches. Contact person: Puan Suriyati Mohamad for agent inquiries.
• Takaful IKHLAS BerhadcoreStrategic or Co-development PartnerHOI offers Takaful IKHLAS products. Contact: Encik Azli at +60193325441. Available for house insurance and other takaful products.
• Kurnia Insurance Berhad (AmGeneral)coreStrategic or Co-development PartnerHOI offers Kurnia Insurance products including Perfect 10 Plus Personal Accident Insurance, Travel Supreme, House Insurance, and Motor Insurance. Contact: Encik S. A. Sokhar at +60123743838.
• Liberty Insurance BerhadcoreStrategic or Co-development PartnerHOI offers Liberty Insurance products through their platform. Contact: Encik Agussalim Yushak at +60193344229.
• Zurich Insurance Malaysia BerhadcoreStrategic or Co-development PartnerHOI offers Zurich Insurance products. Contact: Encik Mohd Shahrizan at +60182744450.
• Zurich Takaful Malaysia BerhadcoreStrategic or Co-development PartnerHOI offers Zurich Takaful products. Contact: Encik Khairul Azhar at +60126166436.
• Syarikat Takaful Malaysia BerhadcoreStrategic or Co-development PartnerHOI offers Takaful Malaysia products. Contact: Puan Fara Ain at +60126551775.
• Allianz Malaysia BerhadcoreStrategic or Co-development PartnerHOI offers Allianz Insurance products. Contact: Puan Rosmawati Awang at +60193196627.
• Pacific Insurance BerhadcoreStrategic or Co-development PartnerHOI offers Pacific Insurance products. Contact: Mr Kelvin at +60193347240.
• AXA Affin Insurance MalaysiacoreStrategic or Co-development PartnerHOI offers AXA Affin Insurance products. Contact: Izham Ruslan at +60192268581.
• AIG Malaysia Insurance BerhadcoreStrategic or Co-development PartnerHOI offers AIG Malaysia Insurance products. Contact: Mr Howie at +60135007538.
• PIAM (Persatuan Insurans Am Malaysia)coreStrategic or Co-development PartnerHOI participates in PIAM's Accident Assist program - a 24-hour helpline (1-300-22-1188) covering all insurance and takaful brands in Malaysia. Provides emergency roadside assistance, towing services, and claim guidance.
• Telekom MalaysiacoreTechnology or IntegrationTelekom Malaysia manages the AACC (Accident Assist Contact Centre) which is owned by general insurers and takaful operators. HOI participates in this industry-wide service.
• MyEGcoreTechnology or IntegrationMyEG kiosks installed at HOI branches enabling customers to perform road tax renewals and access government e-services. Direct integration with JPJ system for road tax updates.

Scale indicators5 records

Recent moves7 records

Expansion highlights5 records

Direct peers

• Bjak: Malaysia-based online insurance aggregator and comparison platform distributing motor, travel, and other insurance products from multiple carriers. Direct competitor to HOI in the Malaysian online insurance intermediation market with overlapping target customers and product set.
• Roojai: Thailand-headquartered online insurance platform offering motor and other personal lines with a digital-first, agent-assisted model. Comparable to HOI in offering aggregator-style comparison, embedded digital purchasing, and a growing Southeast Asia footprint.

Emerging players

• PasarPolis: Indonesia-based insurance technology platform providing digital distribution of micro and consumer insurance products (motor, travel, health). Comparable to HOI as a regional embedded-insurance and aggregator play targeting mass-market consumers via partnerships.

Broad incumbents

• PolicyBazaar: India's largest insurance aggregator and comparison platform. Comparable to HOI as the archetypal multi-carrier online insurance marketplace serving consumers across motor, health, and life lines via digital channels.
• Singlife: Singapore-based digital insurance carrier offering direct-to-consumer life, health, and motor products through its app. Comparable as a Southeast Asian digital insurance distribution competitor targeting similar mass-affluent consumer segments.
• Tune Protect: Malaysian general insurer with direct online travel and motor offerings under AirAsia's ecosystem. Competes with HOI on travel and motor distribution through its own digital channels while operating a much broader insurance portfolio.
• Etiqa Malaysia: One of Malaysia's largest insurers and a current HOI carrier partner. Operates its own direct digital channels (Etiqa Online) that compete with HOI's aggregator model for the same motor, house, and travel customers.

Others

• MyEG: Malaysian e-government services platform that supplies the road tax kiosk infrastructure HOI uses in its 9 branches. Relevant peer as the upstream technology and government-services partner whose roadmap directly affects HOI's road tax renewal offering.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks7 records

Key highlights6 records

Customer concentration

• Xtwitter.com/wwwhoimy
• Facebookfacebook.com/www.hoi.my
• LinkedInlinkedin.com/company/hoi-services-sdn-bhd

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 House Of Insurance