Reference
·Supporting source
Thailand life insurance 13-month persistency rate
~82%
Industry-wide 13-month persistency (the share of new policies still in force at the first anniversary) sits at approximately 82% per TLAA 2024 industry tracking, broadly in line with the long-term 80-83% band. Carriers with disciplined needs-based selling models (AIA, TLI, Krungthai-AXA) post persistency in the mid-80s; carriers with heavier reliance on bank-channel single-premium pushes have historically scored lower as customers surrender after one year. OIC has tightened conduct supervision since 2022, indirectly supporting persistency improvement industry-wide.
Figure in context
Industry-wide 13-month persistency (the share of new policies still in force at the first anniversary) sits at approximately 82% per TLAA 2024 industry tracking, broadly in line with the long-term 80-83% band. Carriers with disciplined needs-based selling models (AIA, TLI, Krungthai-AXA) post persistency in the mid-80s; carriers with heavier reliance on bank-channel single-premium pushes have historically scored lower as customers surrender after one year. OIC has tightened conduct supervision since 2022, indirectly supporting persistency improvement industry-wide.
Industry-wide 13-month persistency (the share of new policies still in force at the first anniversary) sits at approximately 82% per TLAA 2024 industry tracking, broadly in line with the long-term 80-83% band. Carriers with disciplined needs-based selling models (AIA, TLI, Krungthai-AXA) post persistency in the mid-80s; carriers with heavier reliance on bank-channel single-premium pushes have historically scored lower as customers surrender after one year. OIC has tightened conduct supervision since 2022, indirectly supporting persistency improvement industry-wide.
Time scope
FY2024
Source basis
Supporting source
Interpretation notes
What this tells you
Industry-wide 13-month persistency (the share of new policies still in force at the first anniversary) sits at approximately 82% per TLAA 2024 industry tracking, broadly in line with the long-term 80-83% band. Carriers with disciplined needs-based selling models (AIA, TLI, Krungthai-AXA) post persistency in the mid-80s; carriers with heavier reliance on bank-channel single-premium pushes have historically scored lower as customers surrender after one year. OIC has tightened conduct supervision since 2022, indirectly supporting persistency improvement industry-wide.
What not to do with it
Use the linked report for interpretation and keep basis differences explicit.
Related figures
Adjacent numbers that add context without drowning the value.
Thailand life insurance industry gross written premium (2020-2024)
Thai Life Assurance Association, Office of Insurance Commission, Bangkok Post insurance coverage
Thailand life insurance product mix share (2024)
Thai Life Assurance Association, OIC quarterly statistical report, AIA Thailand, Krungthai-AXA Life
Thailand life insurance distribution channel mix (2024)
Thai Life Assurance Association, OIC quarterly statistical report, McKinsey ASEAN insurance review
Thailand life insurance top operator market share (2024)
Thai Life Assurance Association, OIC quarterly statistical report, AIA Group annual report, TLI annual report
Thai Life Insurance (TLI) net profit FY2024
Thai Life Insurance, SET factsheet, Bangkok Post coverage
Bangkok Life Assurance (BLA) FY2024 net profit growth
Bangkok Life Assurance, SET factsheet, OIC solvency disclosure
Report context
Atlas actors in this figure's reports
Profiles covered in the report that cite this number.