Efti Rahman
MetLife Asia
Head of Digital Strategy and Implementation
At the Qorus Innovation in Insurance Awards 2024 ceremony, MetLife won the bronze Product & Service award for 360Health, a healthcare solution that provides customers with a broad range of services to help them manage critical illness. Efti Rahman, who heads Digital Strategy and Implementation at MetLife Asia, tells us more about the solution and the win.
Can you introduce yourself and tell us more about your role at MetLife?
My name is Efti Rahman and I head Digital Strategy and Implementation at MetLife Asia. Working closely with cross-functional regional and country teams and external partners, I oversee the development and execution of digital initiatives aimed at enhancing the customer experience and operational efficiency. By analyzing digital trends, developing strategic roadmaps and managing the implementation of digital solutions, my role allows me to contribute to MetLife’s mission of helping people navigate life with confidence through cutting-edge technology.
What made you most proud of the 360Health project? What was your greatest achievement in making it happen?
I’m most proud of the comprehensive impact 360Health has on improving the customer experience, engagement and loyalty by incorporating living health benefits from prevention to financial support through a care pathway that helps customers improve health.
My greatest achievement was developing reusable assets that allow the project to scale across various countries in Asia. By creating adaptable frameworks and tools, we ensured the project could be efficiently implemented in different regions, taking into account local needs and regulations. This scalability amplified the project’s reach, while also ensuring sustainability and long-term success across diverse markets.
What’s the most important thing you would tell someone considering embarking on a similar project?
The most important thing is to prioritize stakeholder alignment and customer-centric design from the very beginning. Ensuring all key stakeholders are on board with a unified vision and actively engaging with customers to understand their needs and expectations will set a solid foundation for success. This approach will help create solutions that are both effective and scalable, ultimately driving meaningful impact and long-term sustainability.
What's coming next for the 360Health project?
Next for 360Health is further integration of advanced technologies such as AI and machine learning to enhance personalized end-to-end health solutions. We’re focusing on expanding our presence in more countries across Asia, adapting our solutions to meet local needs and regulatory requirements. We’re also focused on creating a broader ecosystem of support through more partnerships with healthcare providers and organizations. Continuous improvement based on feedback and data insights will remain a priority, ensuring delivery of the highest quality care and support to our users.
What would you say to companies that might consider entering the 2025 Insurance Innovation Awards?
I would encourage companies considering entering these awards to go for it. This is an excellent opportunity to showcase innovation and highlight the value you bring to the industry. Participation can also provide valuable exposure, foster industry recognition, and open up new opportunities for collaboration and growth. Make sure to clearly articulate how your innovation addresses specific industry challenges, improves customer experiences and demonstrates measurable impact. Emphasize your commitment to excellence and continuous improvement, as these qualities will help move the needle across industries.
What does this award mean to you and your innovation team?
This award is a testament to our team’s hard work, creativity and dedication to pushing the boundaries of what's possible in the insurance industry. This recognition validates our efforts and reinforces our commitment to delivering innovative solutions that make a difference for our customers. It serves as a powerful motivator for us to continue striving for excellence by exploring new ways to enhance our services and products. For our team, this award is not just an accolade, but a reminder of the impact we can achieve when we work together with passion and purpose.
