Skip to main content

Aviva Singlife Selects Qualtrics to Deliver Superior Experiences Aligned to Customers’ Evolving Needs

Last updated:  November 1, 2021


Leading financial services provider works with Qualtrics to improve capabilities and insights for better customer experience

SINGAPORE, Nov. 2, 2021 Qualtrics (Nasdaq: XM), the leader and creator of the Experience Management (XM) category, today announced that Aviva Singlife, a leading financial services company in Southeast Asia, has selected Qualtrics CustomerXM™ to help deliver premium financial services support and products aligned to customers’ changing needs.

With an increasing number of financial services and insurance providers for consumers to choose from, Qualtrics research shows that share of wallet in the industry is won with great customer experience. The quality of a provider’s mobile app and website, products, and customer service consistently ranked as the top reasons for driving trust in providers, and the reasons for choosing digital-only offerings in the report. 

Using Qualtrics, Aviva Singlife will standardize its customer experience and create a new, continuous listening platform. This will allow the financial services provider to make regular, targeted and meaningful improvements to the customer journey, and interact with its 1.5 million customers at key moments across a number of different engagements and channels – such as when buying insurance products or making a claim.            

The new capabilities enabled by Qualtrics will help Aviva Singlife to rapidly resolve issues and close the loop with every customer. Intelligent, automated workflows will immediately alert the customer service team of engagements requiring their attention.  Following the recent opening of a Qualtrics data centre in Singapore, Qualtrics is also better able to conduct deeper analysis to help guide Aviva Singlife’s growth.

To further strengthen the propositions being brought to market, the financial services company partnered with Qualtrics Research Services to conduct a large market research study into changing consumer needs and expectations in the industry. Feedback from the study has been made available throughout the organization, equipping every department with valuable insights to guide and inform future decisions – from product innovation through to the type of advice provided.

“We are committed to providing our customers with a superior experience, based on innovation and trust.  Qualtrics will help us achieve this, equipping us with intelligent capabilities to continually develop and deliver products, services, and support, aligned to our customers’ changing needs. Importantly, the rich insights will also help us remove the complexity and confusion often associated with insurance, empowering our customers to make confident decisions.” Said Lara Truelove, Head of Customer Experience, Aviva Singlife. 

“Despite relatively high levels of satisfaction with financial service providers across Southeast Asia, Qualtrics research shows consumers are willing to switch for better experiences elsewhere. By standardizing and taking full control of its customer experience with Qualtrics, Aviva Singlife will be able to get to know and service customers better at every touchpoint. This is a significant ability, helping the company create a world-class customer experience helping it attract and retain customers in the financial services industry,” said Mao Gen Foo, Head of Southeast Asia, Qualtrics.

To learn more about Qualtrics visit

About Qualtrics

Qualtrics, the leader and creator of the Experience Management (XM) category, is changing the way organizations manage and improve the four core experiences of business—customer, employee, product and brand. Over 13,500 organizations around the world use Qualtrics to listen, understand and take action on experience data (X-data™)—the beliefs, emotions and intentions that tell you why things are happening, and what to do about it. The Qualtrics XM Platform™ is a system of action that helps businesses attract customers who stay longer and buy more, engage employees who build a positive culture, develop breakthrough products people love and build a brand people are passionate about. To learn more, please visit

About Aviva Singlife Holdings Pte Ltd. 

Aviva Singlife Holdings is a company established in November 2020, following the merger of Aviva Ltd (“Aviva Singapore”) and Singapore Life Pte. Ltd. (“Singlife”). The company brings together the best of Singlife’s digital innovation and the solidity of Aviva Singapore’s comprehensive solutions and quality advice. This iconic combination has established a home-grown Singapore brand focused on creating new possibilities for good within insurance and beyond. The merger announced on 11 September 2020 is one of the region’s largest insurance deals and the largest in Singapore, valuing Aviva Singlife Holdings at S$3.2 billion.


*Aviva Singlife Holdings owns the Singlife and Aviva Singapore legal entities which will continue to operate independently until the scheme of transfer is approved by the Singapore courts and completed in 2022.