DirectAsia
Corporate brand
UnclaimedDirectAsia is a Singapore-based direct-to-consumer motor and travel insurance brand with operations in Singapore and a former presence in Hong Kong and Thailand.
Last updated August 31, 2026
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Overview
DirectAsia is an insurance brand established in Singapore in 2010 and focused primarily on motor and travel insurance. Its model was built around selling insurance directly to consumers, rather than relying exclusively on traditional intermediary distribution. The brand expanded beyond its home market during the early 2010s, launching in Hong Kong in 2012 and Thailand in 2013. This regional expansion positioned DirectAsia as an Asia-focused counterpart to the direct-to-consumer insurance businesses operated by its later parent, Hiscox, in Europe and the United States. The company recorded gross written premiums of $25.3 million in 2013, according to the brand's Wikipedia history. In 2014, DirectAsia was acquired by Hiscox Insurance under an agreement valued at $55 million with the Whittington Group. The acquisition gave Hiscox its first business in Asia and was intended to support further development of direct insurance operations in the region. Simon Birch, who had served as DirectAsia's managing director, departed in July 2015 following the acquisition. DirectAsia's regional structure subsequently changed. In March 2016, Hiscox agreed to sell the Hong Kong division of the DirectAsia business to WellLink. The transaction separated that operation from Hiscox's continuing ownership of other DirectAsia activities. In October of the same year, DirectAsia became an official partner of Leicester City Football Club for the 2016/17 season, providing the brand with a sports-marketing platform during a period when the club had substantial international visibility. In October 2018, DirectAsia announced a partnership with Prudential Singapore, although the available reference material does not specify the precise products or commercial terms of that arrangement. The Thailand operation underwent another major ownership change in 2024. Roojai Group, a Thai online insurance brokerage, acquired DirectAsia Thailand from Hiscox. Following the transaction, the Thailand business was rebranded as Roojai Insurance. The Singapore operation retained the DirectAsia name, making Singapore the brand's continuing core market in the available historical record. The changes illustrate a gradual shift from a regionally unified DirectAsia operation toward a more market-specific structure, with local ownership and branding in Thailand and continued use of DirectAsia in Singapore. DirectAsia's publicly documented identity is therefore associated with online and direct distribution, motor cover, travel cover, and an emphasis on serving consumers in Asian markets. Its corporate history includes expansion, acquisition by an international insurer, divestment of the Hong Kong business, a later divestment and rebranding of Thailand, and ongoing operation under the DirectAsia name in Singapore. In 2021, DirectAsia was also among 12 insurers affected by a Singapore travel-insurance fraud case involving false delayed-baggage claims. The available material describes the company as a victim rather than an accused party.
History
DirectAsia was founded in Singapore in 2010 as a direct-to-consumer provider of motor and travel insurance. Its operating concept emphasized selling insurance directly to consumers, a model associated with online distribution and simplified access to policies. The company initially concentrated on Singapore before expanding regionally. The first documented overseas expansion occurred in Hong Kong in 2012, followed by entry into Thailand in 2013. These launches established DirectAsia as a multi-market Asian insurance operation. The company reported gross written premiums of $25.3 million in 2013, indicating that it had developed a meaningful premium base only a few years after formation. In 2014, Hiscox Insurance acquired DirectAsia through a $55 million agreement with the Whittington Group. DirectAsia became Hiscox's first business in Asia and complemented the insurer's other direct-to-consumer activities in Europe and the United States. The transaction represented a significant change in ownership and connected DirectAsia with a larger international insurance group. Simon Birch, who had been DirectAsia's managing director, left the company in July 2015 following the acquisition. Hiscox subsequently altered the composition of the regional business. In March 2016, it agreed to sell the Hong Kong division of DirectAsia to WellLink. Later that year, DirectAsia pursued a visible sports-marketing initiative, becoming an official partner of Leicester City Football Club for the 2016/17 season. The partnership gave the brand an association with a prominent English football club and served as one of the company's documented promotional activities. In October 2018, DirectAsia also partnered with Prudential Singapore; the available reference does not provide enough detail to establish the partnership's exact products, distribution arrangements, or duration. The brand was affected by a broader insurance-fraud case in Singapore in 2021. DirectAsia was one of 12 insurers identified as victims of false travel-insurance claims concerning delayed baggage. The case involved claims made by a Singaporean woman who, according to the available account, had not undertaken the alleged holidays. The incident is relevant to DirectAsia's corporate history as a claims-fraud event affecting the insurer, but the source does not characterize DirectAsia as responsible for misconduct. A further ownership transition took place in 2024, when Roojai Group acquired DirectAsia Thailand from Hiscox. After the acquisition, the Thai operation was rebranded as Roojai Insurance. DirectAsia's Singapore business retained the DirectAsia name. This reorganization left the brand with a continuing Singapore identity while ending the use of DirectAsia branding for the acquired Thai operation. The available material does not establish the current legal structure, product range, leadership team, or corporate website of the remaining Singapore business beyond its continuing association with motor and travel insurance.
- 2024
Thailand business acquired and rebranded
[1]Roojai Group acquired DirectAsia Thailand from Hiscox and rebranded the operation as Roojai Insurance; Singapore retained the DirectAsia name.
- 2018
Prudential Singapore partnership
[1]DirectAsia partnered with Prudential Singapore.
- 2016
Hong Kong division sold and Leicester City partnership announced
[1]Hiscox agreed to sell the Hong Kong division to WellLink, while DirectAsia became an official partner of Leicester City Football Club for the 2016/17 season.
- 2014
Acquisition by Hiscox
[1]Hiscox Insurance acquired DirectAsia in an agreement valued at $55 million with the Whittington Group.
- 2013
Thailand launch and premium growth
[1]DirectAsia launched in Thailand and recorded gross written premiums of $25.3 million during the year.
- 2012
Hong Kong launch
[1]DirectAsia expanded into Hong Kong.
- 2010
DirectAsia founded in Singapore
[1]DirectAsia was established in Singapore as a direct-to-consumer motor and travel insurance provider.
Products and positioning
A direct-to-consumer insurance brand serving Asian customers, with a historical focus on motor and travel insurance and digital or online distribution.
Insurance · 2010
Motor insurance
Motor insurance is one of DirectAsia's core documented business lines. The brand's original direct-to-consumer model was applied to vehicle insurance in its Asian markets, particularly Singapore and, historically, Hong Kong and Thailand. The available reference does not specify the policy variants, coverage limits, claims features, or current product availability.
Insurance · 2010
Travel insurance
Travel insurance is the other principal product category associated with DirectAsia. The brand's travel-insurance business included claims relating to delayed baggage, and it was among insurers affected by a Singapore fraud involving false travel claims in 2021. The reference material does not provide a current policy catalogue or detailed benefits.
Controversies
Marketing campaigns
- 2016Leicester City Football Club partnership
Singapore · Hong Kong · Thailand
DirectAsia was announced as an official partner of Leicester City Football Club for the 2016/17 season. The partnership was a sports-marketing and brand-visibility initiative connected with the English football club.
Outcome. The available source confirms the partnership but does not report campaign performance, audience metrics, or renewal terms.
Brand decisions
2024
Sale and rebranding of DirectAsia ThailandM&ABackground
DirectAsia's regional operations had undergone earlier ownership changes, including the sale of its Hong Kong division.
Action taken
Roojai Group acquired DirectAsia Thailand from Hiscox and changed the Thai operation's brand to Roojai Insurance.
Aftermath
Thailand ceased using the DirectAsia name, while the Singapore business retained it.
2016
Sale of the Hong Kong divisionM&ABackground
Hiscox reorganized its ownership of DirectAsia's regional operations after acquiring the brand.
Action taken
Hiscox agreed to sell the Hong Kong division of DirectAsia to WellLink.
Aftermath
The Hong Kong operation was separated from the business retained by Hiscox.
2014
Hiscox acquisitionM&ABackground
DirectAsia had expanded from Singapore into Hong Kong and Thailand and was operating as an Asian direct-to-consumer insurer.
Action taken
Hiscox Insurance acquired DirectAsia through a reported $55 million agreement with the Whittington Group.
Aftermath
DirectAsia became Hiscox's first business in Asia. Its former managing director, Simon Birch, left in 2015.
Transaction value. $55 million (2014)
Sources1 sources
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