Overview
10Life is an insurance comparison and ratings platform serving consumers in Hong Kong. The platform enables users to compare more than 1,500 insurance plans across medical, critical illness, life, savings, VHIS, QDAP, travel, home, and outpatient categories from over 50 insurers. Founded in 2016 by three actuarial professionals -- Iris Lun, Dennis Lun, and Thomson Ho -- the company holds an Insurance Authority broker licence (FB1526) and operates under 10Life Financial Limited and 10Life Group Limited.
The core platform uses proprietary actuarial algorithms and independent product ratings to rank insurance plans. The annual 10Life 5-Star Ratings system certifies only the top 10% of products in each category, evaluated on coverage scope, policy details, and cost-effectiveness. Revenue is generated through market intelligence services and digital marketing sold to insurers, rather than from product commissions. Non-commissioned licensed advisors and independent claims ambassadors provide a conflict-free end-to-end advisory and claims support experience. An AI medical insurance assistant (in beta) adds automated guidance for medical insurance queries.
10Life serves more than 2.3 million annual users with an 87% user trust rating, and has accumulated 6.6 million cumulative users as of 2025. The company raised approximately USD 8M across a USD 3M Seed round (2019) and a USD 5M Pre-Series A round (2021). 10Life was a Cyberport incubatee and was recognised as a Deloitte Hong Kong Technology Fast Company in 2023.
Products & Services
Insurance Comparison Platform
An online platform enabling consumers to compare 1,500+ insurance plans from 50+ insurers across medical, critical illness, VHIS, QDAP, term life, whole life, savings, travel, home, and outpatient categories. Users can filter and compare plans by premiums, coverage scope, and policy terms, then proceed to purchase directly from insurers through the platform.
Key Features
- Side-by-side plan comparison across all major Hong Kong insurance categories
- Commission-free browsing with no sales incentives influencing results
- Direct insurer links for policy purchase
Target Users: Individual consumers in Hong Kong
10Life 5-Star Ratings
A proprietary actuarial rating methodology that evaluates insurance products based on coverage scope, policy detail, and cost-effectiveness. Only the top 10% of products in each category earn 5-Star certification. An annual 5-Star Insurance Awards ceremony (held each January since 2022) recognises top-performing products across seven categories including Medical Insurance, Critical Illness, Savings Insurance, QDAP, Immediate Annuity, Whole Life Insurance, and Travel Insurance.
Key Features
- Independent actuary-built scoring algorithm
- Annual public awards across seven product categories
- 70+ senior insurance executives from 11+ insurers attended the 2026 ceremony
Target Users: Consumers evaluating insurance products; insurer partners seeking recognition
Market Intelligence and Digital Marketing Services
B2B services for insurer partners providing consumer behaviour insights, digital marketing support, and distribution analytics. More than 20 insurer partners use these services. Revenue from this channel has grown 500% year-over-year since 2019 (per 2021 reporting).
Key Features
- Consumer behaviour analytics from 2M+ annual users
- Digital marketing distribution to qualified insurance researchers
- Insurer-specific campaign support
Target Users: Insurance carriers and product manufacturers in Hong Kong
Non-Commissioned Advisory
Licensed insurance advisors who receive no commission from insurers, removing the conflict of interest inherent in traditional broker advisory. Consumers can engage advisors after comparing products on the platform.
Key Features
- Commission-free licensed advisors
- Advice decoupled from product distribution incentives
- Available post-comparison for customers seeking guidance
Target Users: Consumers who want advisor support after researching plans
Claims Ambassador Service
Independent claims support guiding policyholders through the claims process from filing to resolution, removing the conflict of interest that exists when the selling agent also handles claims.
Key Features
- Independent claims support not affiliated with selling agents
- End-to-end guidance through the claims lifecycle
- Available to 10Life customers post-purchase
Target Users: Existing policyholders navigating claims
AI Medical Insurance Assistant
An AI-powered assistant (in beta as of 2025) designed to help consumers with medical insurance queries and plan comparisons.
Key Features
- Natural language interface for insurance questions
- Medical insurance comparison support
- Beta availability on the 10Life platform
Target Users: Consumers researching medical insurance options
At a Glance
- Founded
- 2016
- Headquarters
- Wan Chai, Hong Kong
- Employees
- 11-50
- Funding
- Pre-Series A
Category & Focus
- Category
- Distribution & Sales
- Subcategories
- Insurance Comparison Consumer Ratings Digital Advisory
- Insurance Verticals
- Life & Annuity Health P&C Personal Specialty/E&S
- Target Customers
- Consumers, Carriers
Customers
- AXA Hong Kong and Macau
- BOC Group Life Assurance Company Limited
- Blue Cross
- Chubb Life Hong Kong
- Cigna Healthcare Hong Kong
- FWD Insurance
- Generali Hong Kong
- Hang Seng Insurance
- Manulife Hong Kong
- MSIG Hong Kong
- Sun Life Hong Kong
- YF Life
Links
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Last updated: 2026-06-11