In an industry long plagued by cold calls, jargon-laden contracts and low trust, Ngern Tid Lor Public Company Limited (TIDLOR)  has emerged as one of Thailand’s most innovative forces in insurance brokerage. Through its seamless and inclusive multi-brand ecosystem—comprising the digital-first platform  heygoody.com, the mass-market-focused  Shield Insurance and the agent-enabling Areegator— TIDLOR is driving customer-centric disruption in both digital and face-to- face channels.

TIDLOR 's transformation story was presented by its executive team—Pakamon Tulyapizitchai (Pakamon), senior vice president of digital transformation, Viriyapa Tanarapcharoen (Viriyapa), vice president of operations analysis, and Chalita Kunvipusilkul (Chalita), vice president of product development.

Building a digital-first, self-service insurance model with  heygoody.com

Launched in September 2023,  heygoody.com has fast become Thailand’s first truly self- directed digital insurance platform. Designed for customers who prefer independence, privacy and speed,  heygoody.com  offers a fully online, sales-agent-free experience where users can browse and compare quotes from 15 leading insurers, make policy purchases within minutes, and manage their insurance via the Line messaging app.

“Thai people are tired of being chased by telesales,” said Pakamon. “With  heygoody.com, they do not even need to provide their phone number to get a quote.”

heygoody.com’s radical innovations include a strict “Do Not Call” policy, real-time application programming interface (API) integrations, and Thailand’s first 0% cash instalment programme for insurance premiums. Initially launched with a 30% take-up rate for cash instalments, the platform has now migrated 95% of its customer base to credit card payments by absorbing transaction fees and offering added cardholder privileges.

Since its launch,  heygoody.com has attracted over 3.5 million unique users, achieved a 94% satisfaction rate, and driven a 903% increase in digital transactions, all while reducing customer acquisition costs by 76%.

Serving the underserved:  Shield Insurance and Areegator expand access to insurance

While  heygoody.com serves digitally savvy, self-directed consumers,  TIDLOR’s broader mission remains firmly rooted in financial inclusion. Its face-to-face insurance brokerage arm, Shield Insurance,  targets underbanked and credit-invisible customers—particularly those who rely on vehicles for their livelihoods.

Shield Insurance pioneered the industry-first 0% cash instalment plan for insurance premiums—critical in a market where over 63% of its customers do not hold a credit card. By offering six- to 10-month payment options,  Shield Insurance has enabled thousands of Thais to access motor insurance who would otherwise be excluded. In 2023 alone, Shield Insurance wrote THB 8.7 billion (about $239 million) in gross written premiums, growing at a compound annual rate of 47.3%—10 times the market average.

The launch of Thailand’s first brokerage claims hotline (1501) in December 2023 further cemented  Shield Insurance’s reputation for after-sales support, with call volumes tripling and contributing to higher policy renewals.

Complementing  Shield  Insurance is Areegator, a digital platform built to empower Thailand’s vast network of small, independent brokers. By offering real-time access to 15 insurers, instant policy comparisons and automated tools, Areegator expanded its member base eightfold— from 1,800 to over 10,300 agents—transforming informal sellers into digitally capable insurance advisers.

Designing with empathy and data

Central to  heygoody.com’s success is its use of customer data to design personalised experiences. According to  Pakamon,  the platform tracks over 1,300 customer data points, all visualised through a unified dashboard shared across departments—from tech to user experience (UX) to marketing. “We do not just look at key performance indicators (KPIs). We visualise everything in real time so teams can work in sync,” she said.

This collaborative approach has broken down silos. Tech developers now monitor sales dashboards and proactively prioritise backlogs, understanding their impact on business outcomes without needing to be told.

Further, by using behavioural analytics tools like Hotjar and Full Story,  heygoody.com pinpoints exactly where users drop off during the purchase flow, allowing the team to fix friction points precisely and efficiently. “Too much data can be overwhelming,” said  Pakamon. “So we focus on real user behaviours and fix what truly matters.”

Launching a bold digital brand campaign: The Stress-Free Symphony

To differentiate the brand in a competitive digital insurance market,  heygoody.com launched a bold musical campaign in February 2025 titled “The Stress-Free Symphony”. Created in partnership with creative agency Brain and Brawn, the campaign reimagined common consumer frustrations— cold calls, upselling, disappearing agents—as over-the-top musical skits that ran across Facebook, YouTube, TikTok and Instagram.

Each of the four videos featured a different demographic, including young professionals, LGBTQ+ users, and social media natives. In just two weeks, the campaign garnered 56.7 million views, 47 million engagements, and a 124% rise in brand search. Travel insurance sales surged by 722%, while acquisition costs fell by 76%.

“We didn’t want to just talk about features,” Pakamon said. “We wanted people to laugh, relate and rethink insurance.”

Promoting responsible borrowing through E-Withdrawal

TIDLOR’s digital transformation isn’t limited to insurance. In early 2024, it launched the E-Withdrawal feature on its mobile app to offer real-time, 24/7 disbursement for loan customers. Replacing the older TIDLOR card, E-Withdrawal allows users to transfer funds instantly to PromptPay or bank accounts without visiting a branch or using automated teller machines (ATMs).

Over 444,000 users have made 3.4 million transactions through the feature, which now accounts for 75% of disbursements. More importantly,  TIDLOR integrated behavioural “nudges” into the user journey, showing the monthly interest cost before final confirmation. This design tweak led to a 75% increase in screen dwell time and a higher cancellation rate, encouraging customers to borrow more prudently.

A unified mission across brands

Despite their different faces— heygoody.com  for digital natives,  Shield Insurance for underbanked customers, and Areegator for brokers—each brand reflects TIDLOR’s core mission: serving the underserved with dignity, clarity and empowerment.

As Pakamon summarised, “Even  heygoody.com, which seems more aspirational, is about inclusion. It is for those who want privacy, self-service and zero pressure. We all share the same mission—just delivered in different ways.”

From transforming how insurance is bought, to reshaping how credit is used,  TIDLOR’s model proves that digital transformation is most powerful when it begins with empathy and ends with impact.