Fi Life

Fi Life is a direct-to-consumer digital life insurance carrier operating in Malaysia, offering term life and medical coverage exclusively through online channels without agent involvement. The company was formed in 2018 when co-founders Malek Ali and Tan Jiann Meng acquired U for Life from German reinsurer Hannover Re and New Zealand-based software company Intelligent Life, inheriting both the insurance license and the underlying digital platform.

Fi Life's platform was built to streamline the insurance purchase process: customers obtain quotes with minimal data entry, no medical check-ups are required for life coverage, and policies are issued fully online via mobile or desktop. The company participated in Bank Negara Malaysia's Regulatory Sandbox Programme from 2023 to 2025, testing its model under regulatory supervision.

In January 2025, after completing the sandbox period, Fi Life transitioned from direct underwriting to a distribution model. Its sister company Fi Select Sdn Bhd now distributes life insurance policies underwritten by Tokio Marine Life Insurance Malaysia Bhd and medical insurance from Generali Insurance Malaysia Berhad. Fi Life is pursuing a Digital Insurance and Takaful Operator (DITO) license under Bank Negara Malaysia's new framework to resume direct policy issuance.