9Lives
Contextual, on-demand microinsurance for the mobile generation -- making personal protection simple, flexible, and accessible from any smartphone.
Overview
9Lives is a Korean-founded insurtech company that built a contextual, unbundled microinsurance platform for mobile-first consumers in Southeast Asia. Founded in 2016 by Keywon Kim -- formerly CMO of AXA Direct Asia -- the company set out to reinvent insurance for the mobile generation by making it simple, flexible, and transparent.
The platform operates under the legal entity PT Insurtech Technologies Indonesia and is headquartered in Jakarta. Its core thesis is that insurance in emerging markets should be purchasable and claimable entirely from a smartphone, without paper forms or complex underwriting. Products can be activated for periods ranging from 1 day to 1 year, giving consumers granular control over their coverage.
9Lives entered the Indonesian market in 2018 through a partnership with PT Asuransi Wahana Tata (Aswata), launching a mobile personal accident insurance product with premiums ranging from IDR 5,000 to IDR 88,000 per year. In 2019, the company expanded to Vietnam through a partnership with the Post and Telecommunication Joint Stock Insurance Corporation (PTI), targeting middle-income consumers in that market as well.
Products & Services
Personal Accident Insurance
On-demand personal accident coverage activated directly from the 9Lives mobile app. Consumers can purchase coverage for durations ranging from one day to one year. Claims are submitted and tracked entirely through the app.
Key Features
- Instant coverage activation via mobile
- Flexible policy durations (1 day to 1 year)
- Low-ticket premiums designed for emerging market incomes (from IDR 5,000/year)
- In-app claim submission and tracking
Target Users: Mobile consumers in Indonesia, particularly millennials and lower-middle-income segments
Selfie Insurance (Face Protection)
The first face protection insurance product launched in Indonesia. Provides coverage for facial injuries resulting from accidents, targeted primarily at millennials and women.
Key Features
- First-of-its-kind face protection product in Indonesia
- Designed for the selfie generation
- Accessible to all income levels
Target Users: Millennials, women, social-media-active consumers
Travel Insurance
Short-duration travel coverage available via the mobile app.
Key Features
- On-demand activation
- Mobile purchase and management
Target Users: Mobile consumers traveling within or from Indonesia and Vietnam
B2B / Corporate Plans
Group personal accident coverage for corporate clients, available in key Indonesian cities including Jabodetabek, Semarang, and Surabaya.
Target Users: Employers and small-to-medium enterprises
At a Glance
- Founded
- 2016
- Headquarters
- Jakarta, Indonesia
- Employees
- 11-50
- Funding
- Venture (undisclosed)
Category & Focus
- Category
- Distribution & Sales
- Subcategories
- Embedded Insurance On-Demand Insurance Mobile Insurance Microinsurance
- Insurance Verticals
- P&C Personal Life & Annuity
- Target Customers
- Consumers
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Last updated: 2026-04-01