AIA Vietnam has forged a ten-year insurance and digital platform partnership with e-commerce platform Tiki.

As per the agreement, which is subject to certain conditions, the insurer will become Tiki’s exclusive insurance partner.

The strategic partnership will provide Tiki’s customers access to AIA’s life and health insurance offerings.

The companies will primarily focus on lifestyle benefits and innovative distribution; distinctive digital health & wellness offerings; and other financial & e-commerce propositions.

Concurrently, the partners will also seek new opportunities to cater to the growing variety of financial requirements of their customers.

AIA Vietnam CEO Wayne Besant said: “We believe with Tiki’s existing assets and market leadership, we can bring an accessible and enhanced customer service proposition to make a positive difference in the lives of the people of Vietnam.”

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Tiki started as a bookstore in 2010. Its subsidiaries include TikiNOW Smart Logistics, an integrated supply chain platform, and Tiki Trading, a retail subsidiary.

Tiki founder and CEO Tran Ngoc Thai Son said: “This strategic partnership combines AIA’s world-class expertise in insurance and Tiki’s deep, hyper-local understanding of Vietnamese consumers to create what we hope to be the simplest, hassle-free online insurance shopping experience.”

Last month, AIA Group revealed plans to buy a 24.99% stake in China Post Life Insurance in a deal valued at $1.86bn (CNY12bn) to tap growth opportunities in China.