Tokio Marine Holdings has revealed plans to rebrand its subsidiary E.design Insurance to drive growth in the domestic direct auto insurance market.  

E.design will be renamed Tokio Marine Direct Insurance (TMDI), effective 1 October. 

Since its inception in 2009, E.design Insurance has been operating within the Tokio Marine Group, focusing on providing direct auto insurance services.  

The rebranding is aimed at aligning the company’s operations more closely with customer needs for accessible auto insurance services. 

As part of the rebranding initiative, TMDI will focus on refining the online user experience. This will involve the enhancement of online processes and the expansion of app features, utilising AI and the data held by the Tokio Marine Group. 

In a press release, the company said: “Going forward, to increase access points with the market, including to become the chosen provider in segments we have not sufficiently engaged with so far, we recognise the necessity of strengthening and increasing awareness of the group’s direct auto insurance business.”  

TMDI also plans to engage customers with personalised communication, sending emails that reflect individual preferences and patterns of app usage.  

The company added that it intends to create a more integrated approach by combining the strengths of both the direct and agency business models. 

TMDI, in collaboration with Tokio Marine Nichido, will use data analysis and customer feedback to inform the development of new products and services, and to enhance digital marketing strategies. 

In May, Tokio Marine Holdings launched Tokio Marine GX (TMGX), a new unit dedicated to underwriting insurance for businesses involved in green transformation.  

TMGX focuses on delivering specialised insurance and risk management solutions to support decarbonisation efforts and seize emerging green business opportunities.