How Roojai’s Digital-First Mindset is Changing the Rules of Insurance

Most people don’t think about insurance until life takes an unexpected turn. When it does, the experience is often slow, unclear, and frustrating. For decades, the industry has operated on complex internal processes that often put bureaucracy before the customer experience. At Roojai, our systems are built around the people we are meant to protect.

Roojai started with a one goal: to deliver insurance products that are easy to understand and accessible for everyone through our digital-first approach. By rebuilding the entire experience from the ground up, Roojai has created a system that puts clarity, control, and fairness into the hands of our customers. Every feature, from instant quotations to real-time claims tracking, is designed to remove friction and build trust.

With our transition into a licensed insurance company in 2024, Roojai gained the ability to design and underwrite products entirely in-house. This evolution gives the company greater control over every part of the customer journey, ensuring that each interaction reflects our commitment to a smarter, more personal insurance experience.

Building a Digital-First Foundation

Being digital-first at Roojai does not mean moving old systems online. It means rethinking how people experience insurance from start to finish. From the first quote to the final claim, every step is designed to be supported by intelligent systems that remove friction.

Roojai connects policy management, customer support, and claims within a single integrated digital environment. Instant quotations are powered by automated underwriting models that calculate premiums in seconds. Claims can be filed and tracked entirely online, while vehicle inspections are completed through video calls or photo submissions, allowing customers to record and submit footage directly from their phones.

The Roojai Mobile App serves as the centre of this experience, offering everything from renewing a policy to self-inspection and roadside assistance in one place. This allows us to respond faster, scale efficiently, and deliver consistent experiences across every stage.

Reinventing Claims Through Digital Innovation

The moment of truth for any insurer is when a customer files a claim. This is where trust is tested, and technology can either complicate or simplify the situation. Roojai has designed our claims experience with this in mind, turning one of the most frustrating steps in traditional insurance into one that feels fast and easy.

Through the Roojai Mobile App, customers can record and submit a video to us after an incident directly from their phone. This video claim feature allows assessors to review cases quickly and accurately without the need for lengthy in-person inspections. The process not only shortens turnaround times but also gives customers transparency and control over what happens next.

Behind this experience lies intelligent integration between digital tools and human expertise. Every video claim is supported by a dedicated service team that ensures accuracy and care. What could have been an anxiety-inducing, paper-heavy process becomes collaborative problem-solving between company and client, reflecting our belief that technology should make difficult moments easier.

Personalisation Through Data and Behavioural Insights

To further use technology in amplifying customer satisfaction, Roojai uses data to understand our base and design fairer coverage around their real needs. Every detail, from how someone drives to where they live, helps Roojai build a more complete picture of risk and affordability.

“As industries continue to adopt data-driven innovation, insurtech leaders like Roojai demonstrate how technology can empower people, not replace them — delivering smarter insurance that truly puts customers first.”

Federico Brandi

Group Chief Marketing Officer – Roojai Group

Instead of relying on one-size-fits-all pricing models, Roojai analyses behavioural and demographic factors such as driving history, age, marital status, vehicle type, and location to offer plans that reflect individual circumstances. Customers can also adjust key variables within their policy, from the level of excess and roadside assistance to preferred repair garages, allowing them to shape their protection according to both lifestyle and budget.

This flexible model rewards responsible driving and transparent information sharing. As a result, many Roojai customers can enjoy premiums up to 30% lower than traditional providers while maintaining comprehensive coverage. With this, we aim to empower people to make smarter choices through personalisation.

Rethinking Insurtech for Emerging Markets
Federico Brandi, Group Chief Marketing Officer – Roojai Group 

In Thailand, insurance has long been seen as complicated, expensive, and out of reach for many. Roojai’s digital-first model is changing that perception by proving that technology can drive both affordability and inclusion. By removing layers of middlemen and paper-based processes, Roojai can offer lower premiums while making the customer experience simple and more transparent.

This approach has had a tangible impact. More Thais are now purchasing insurance online with confidence, particularly first-time buyers who appreciate the clarity and convenience Roojai provides. The company’s focus on direct communication, flexible product design, and instant digital services has helped redefine what insurance can look like in an emerging market: accessible, trustworthy, and fair.

Beyond our growth, Roojai’s success highlights the potential of insurtech to modernise the entire industry. As Thailand continues its rapid digital transformation, Roojai’s model demonstrates how local innovation can solve long-standing barriers to protection and financial security. It is a blueprint for how intelligent, user-driven design can increase insurance penetration in Southeast Asia and beyond.

The Future of Intelligent Insurance

The story of Roojai is not one of technology replacing people, but of technology built around them. As the company continues to expand our capabilities as a full-stack insurer, our goal remains to make protection simple, affordable, and reliable for everyone. In doing so, we hope to continue redefining how people relate to insurance altogether.

Federico Brandi
Chief Marketing Officer - Roojai Group

Federico has worked in marketing and management for 15 years, both in the public and private sectors. He has worked in the e-commerce and insurance industries for over 10 years, focusing on data-driven marketing and customer experience.