Krungthai-AXA Life Insurance Public Company Limited reinforces its leadership in life and health insurance with the launch of “Life Protect+: Plus for Life Readiness with Double Protection,” Thailand’s first life insurance plan to offer up to double life coverage. The company has also welcomed renowned artist Palmy–Eve Pancharoen as its new brand presenter. Representing people navigating their Prime Years, Palmy brings to life the realities of this defining stage through a new advertising campaign for Life Protect+, a whole life insurance plan designed to provide greater protection as life and responsibilities grow.
Mr. Nicolas de Nazelle, Chief Executive Officer of Krungthai-AXA Life Insurance, said: “According to the Thai Life Assurance Association, Thailand’s life insurance industry is expected to grow by 2.50–3.50% in the second half of 2026. Despite continued uncertainty in both the Thai and global economies, consumer purchasing power is showing signs of recovery. At the same time, greater health awareness, Thailand’s transition into an ageing society and steadily rising medical costs are encouraging more people to recognise the importance of life and health insurance as essential tools for managing financial risk. These factors have enabled the life insurance industry to maintain steady growth despite a challenging economic environment. Responding to evolving consumer needs and broader market trends, Krungthai-AXA Life developed Life Protect+ to address an important gap in life protection.”
For Krungthai-AXA Life, the launch represents more than the introduction of a new product. It reflects a deeper understanding of how people’s lives evolve—and how their responsibilities grow with them. This is particularly relevant during the Prime Years, when many people are building their future while taking on greater responsibility for their families and loved ones. Life Protect+ has therefore been designed to increase life coverage during this crucial stage, when financial stability and protection are needed most. The product launch is supported by a new advertising campaign and brand presenter, reflecting Krungthai-AXA Life’s commitment to ‘act for human progress by protecting what matters’.
Ms. Bubphawadee Owararinth, Chief Marketing Officer of Krungthai-AXA Life Insurance, added: “At Krungthai-AXA Life, we believe that meaningful protection begins with a genuine understanding of people’s lives. As we enter our Prime Years, the need to prepare for the future and care for those who matter to us becomes increasingly clear. This idea is brought to life through the ‘+’ symbol featured throughout the Life Protect+ advertising film. It represents the new roles and responsibilities that are added during our Prime Years—whether that means welcoming a new family member or securing the future of someone who depends on us. This insight became the inspiration behind Life Protect+.
Key benefits of Life Protect+ include:
1. Up to 100% additional life coverage (or double protection) until the insured reaches age 60
2. Continuous life coverage up to age 99
3. Flexible premium payment options of 9 years, 19 years or up to age 99
4. A broad selection of riders, allowing customers to tailor their protection to their needs at different stages of life
The Life Protect+ advertising film stars Palmy–Eve Pancharoen as a relatable figure for people in their Prime Years. Her role reflects a simple truth: one person can carry many identities and responsibilities at once. We may be professionals, children, partners or parents—and we may also be someone another person relies on. As our roles multiply, so do the people, dreams and futures we want to protect. The campaign therefore centres on the personal reasons that inspire us to prepare: the people we love, everything we have worked to build and the future we hope to see. Life Protect+ also embodies Krungthai-AXA Life’s brand promise, “Know You Can.” When people feel prepared and confident in their ability to face uncertainty, they are empowered to move forward and pursue what truly matters to them. This belief lies at the heart of “Life Protect+: Plus for Life Readiness with Double Protection.”
Krungthai-AXA Life will roll out an integrated nationwide campaign for Life Protect+ across digital and social media, out-of-home advertising, radio and streaming platforms, as well as online content featuring KOLs and influencers. A range of consumer engagement activities will also support the campaign, which will officially launch nationwide on 10 September 2026.
For more information about Life Protect+: Plus for Life Readiness with Double Protection and its advertising campaign, please visit https://ktaxa.live/life-protect-plus-product-announcement or scan the QR code below. For enquiries about Krungthai-AXA Life’s life and health insurance products and health-related services, please contact the Customer Care at 1159 or visit www.krungthai-axa.co.th/en. The full press release is also available at https://ktaxa.live/Life_Protect_Plus_News
