Skip to the good part

FWD Insurance Singapore (“FWD”) recently announced the launch of its new travel campaign, aimed at enhancing confidence and convenience for Singapore travellers ahead of the upcoming peak travel period. Running from May to July 2025, the “Skip to the Good Part” campaign introduces a customer-first approach to travel insurance by addressing key consumer concerns and promoting flexible, transparent protection solutions.

Through this campaign concept, FWD highlights how travellers can bypass traditional friction points — such as lengthy research, unclear policy exclusions, and complex claims processes — and instead enjoy seamless coverage with key features including Cancel for Any Reason (CFAR) benefits, Pre-existing Condition (Pre-X) riders, and streamlined digital claims via the FWD app.

“At FWD, we are committed to making insurance simpler, more accessible, and more relevant to the needs of today’s travellers,” said Adrian Vincent, CEO of FWD Singapore. “Our enhanced travel coverage solutions provide flexibility and ease at every stage of the journey, allowing our customers to focus on what matters most — experiencing new destinations with greater peace of mind.”

Addressing real traveller concerns with smarter protection

Recent research by Klook Protect, as detailed in their “Travel Troubles Beyond Lost Luggage 2024” survey[1], highlights a significant disconnect between traditional travel insurance offerings and the evolving needs of modern travellers. The study found that 21% of respondents across Asia, including Singapore, desire less conventional insurance solutions, citing outdated, one-size-fits-all policies as inadequate for their dynamic travel habits. 34% expressed a preference for a more engaging insurance purchasing process, while 25% identified complex claims procedures as a deterrent to securing coverage. These findings underscore the necessity for travel insurance providers to innovate and adapt, offering more flexible, transparent, and user-friendly options that resonate with the expectations of today’s travellers.

FWD’s campaign addresses these pain points head-on, reinforcing its position as a trusted “circle of trust” brand, often recommended by friends, family, and fellow travellers. At the core of the campaign are three key product features designed to simplify the travel experience. First, FWD’s CFAR coverage gives travellers the flexibility (up to the benefit limits, general exclusions apply) to change their plans , whether due to personal emergencies, unforeseen opportunities, or a simple change of mind. This feature empowers customers to travel with greater confidence, knowing that their protection adapts to their circumstances.

Second, the Pre-X rider offers added assurance for individuals and families managing chronic medical conditions. By extending coverage to conditions such as asthma, allergies, and diabetes, the Pre-X rider enables travellers to proceed with their plans confidently, supported by protection that reflects their health profiles. FWD has also streamlined its claims experience through a user-friendly, app-based process. For straightforward claims — including travel delays, general outpatient visits, or consultations with traditional Chinese medicine (TCM) practitioners — approvals may be processed within a few working days, provided that all required documentation is submitted in full. More complex claims may take between 10 to 14 working days to assess and process, ensuring a thorough and transparent review.

FWD’s digital-first approach has earned strong recognition across the insurance industry. In 2024, FWD was named Best Digital Insurer at the InsuranceAsia News Country Awards for Excellence – Singapore[2], and also received the Digital Insurer of the Year title at the Asia Insurance Industry Awards[3]. These accolades reflect FWD’s continued investment in seamless customer experiences, enabled through platforms such as the FWD Mobile App. Its claims infrastructure also demonstrates responsiveness at scale reflected in consistently high customer satisfaction on Trustpilot.

Driving home campaign messaging via a series of short stories

The “Skip to the Good Part” campaign is supported by a series of short videos that bring real traveller concerns to life, highlighting how FWD’s travel solutions empower customers to navigate unexpected situations with ease. Each story reflects a common decision point faced by modern travellers, while showcasing the flexibility and convenience offered by FWD’s coverage.

One video portrays a mother preparing for a family holiday who is concerned about her daughter’s pre-existing asthma condition. Through advice from her trusted network, she discovers FWD’s Pre-X rider, providing her family with the reassurance needed to fully enjoy their trip abroad. Another video features a working professional who, while overseas, is called back unexpectedly to deliver a musical perform – his true passion and dream gig. Thanks to FWD’s CFAR benefit, he is able to cut short his trip and seize the opportunity. The third video showcases a young traveller who, upon having her luggage mishandled during a trip, procrastinates filing her insurance claim until the last day — only to find that submitting and receiving approval through the FWD app is remarkably fast and seamless, highlighting the ease of protection that fits into her lifestyle.

Through these narratives, FWD reinforces its commitment to meeting the evolving expectations of modern travellers by offering flexible coverage, digital-first convenience, and a customer-centric approach that makes protection feel intuitive, not intrusive. By addressing real-world concerns with practical solutions, the stories illustrate how FWD empowers individuals to focus on what truly matters: creating memorable experiences with confidence and ease.

Flexible travel coverage designed for today’s traveller

FWD’s latest travel insurance is developed to support a wide spectrum of travel needs — from working professionals and families to younger, digital-native travellers — with a focus on clarity, flexibility, and ease of access. Policies can be purchased conveniently online or via the FWD SG app, with transparent coverage terms and optional add-ons that address real-world scenarios, including pre-existing medical conditions and last-minute itinerary changes.

The “Skip to the Good Part” campaign will be rolled out across a multi-channel ecosystem. Each touchpoint is designed to extend the campaign’s message of assurance, accessibility, and relevance — wherever and however today’s travellers choose to go.