Tune Protect and Hope Coffee Launch Innovative Integrated Café Insurance Branch, Redefining Insurance Experience for Millennials and Gen Z

Kuala Lumpur, 27 March 2023 Tune Protect Malaysia (“Tune Protect”), Malaysia’s digital lifestyle insurer has launched its first lifestyle branch that is integrated with a café, Hope Coffee and Eggdicted in Bukit Jalil, Kuala Lumpur. The opening of a lifestyle branch is aimed at providing a modern and engaging customer experience and redefining the insurance experience for the millennials and Gen Z. Hope Coffee and Eggdicted are owned and operated by Incite Foodtech Group.

The integrated Café Branch features an open-concept layout, pushing against the stereotype that insurance companies are serious and boring. This unique concept is part of Tune Protect’s strategy and culture of being customer obsessed and making it simple, benefitting both its agents and customers by creating a relaxed and comfortable environment where customers can enjoy coffee and other refreshments while discussing their insurance needs. The relaxed atmosphere can help reduce stress and anxiety, enhancing productivity and creativity for employees and agents.

Jubin Mehta (“Jubin”), Chief Executive Officer of Tune Protect Malaysia said, “We chose this location in Bukit Jalil, Kuala Lumpur due to its proximity to one of the biggest malls in Klang Valley and that it is centrally located to serve customers from both Selangor and Kuala Lumpur. As we aspire to be the lifestyle insurer that everyone loves, being present in a high traffic location with various activities in the nearby mall will help us in elevating our brands top-of-mind recall and provide our customers a seamless experience.”

“We truly embrace our brand value of being curious and bold to step up our game by introducing this new concept of integrating a café in an insurance branch,” Jubin continued.

“We’re thrilled to partner with Tune Protect to introduce a unique lifestyle concept that combines insurance and coffee. An ideal setting where customers can enjoy a great selection of beverages from Hope Coffee and snacks from Eggdicted while discovering more about insurance. This is the first of many, as we intend to open many more later this year. Together, we’re transforming the insurance and coffee businesses,” said Karen S Puah, Co-CEO of Incite Foodtech Group.

To celebrate the opening of the lifestyle branch, customers can purchase any Americano, Cappucino or Latte at just RM2 each from Hope Coffee.  Additionally, customers will receive a free Americano, Cappuccino, or Latte with any purchase of Eggdicted sandwich. Promotion[1] ends 30 April 2023.  

Also, in conjunction with the launch, Tune Protect will be giving out freebies in an effort to promote Tune Protect mobile app and PUMP, a digital health technology solution which is available within the Tune Protect app. PUMP is a free for all solution that was launched to make healthy lifestyle accessible to all. It helps users track their health and physical activities in a fun and rewarding way and promotes wellness holistically through simple habit changes.

Present at the launch were Mohamed Rashdi bin Mohamed Ghazalli, Chairman of Tune Protect Malaysia; Members of the Board of Tune Protect Malaysia; Rohit Nambiar, Group Executive Officer of Tune Protect Group; Jubin Mehta, Chief Executive Officer of Tune Protect Malaysia, and Vincent Ku, Chief Agency Officer of Tune Protect Malaysia. Hope Coffee was represented by Karen S Puah, Co-CEO of Incite Foodtech Group; Eugene Chew, Chief Operating Officer of Incite Foodtech Group; Cheehaw Choong, Chief Brand Officer of Incite Foodtech Group

“This lifestyle branch is the first for us at Tune Protect, and we look forward to expanding the branch concept to other regions in Malaysia. We believe that the lifestyle branch will give us a competitive advantage in positioning Tune Protect as the lifestyle insurer that everyone loves,” Jubin concluded.

[1] Terms and conditions apply.

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