BRI Life Targets Active Lifestyle Segment to Boost Insurance Inclusion
The trend of healthy lifestyles and sports activities in urban areas is being utilised by insurance industry players to broaden their customer base. This approach not only targets risk protection but also links products to the increasingly active and digital daily activities of society.
Insurance companies are beginning to integrate products with lifestyle ecosystems, including sports communities and fitness platforms. This strategy is deemed relevant for reaching the millennial segment, which tends to seek practical, digital-based services.
In this context, PT BRI Life introduced its digital insurance product Modi through an event titled Modi Fun Run 7K, held on Sunday (12/4/2026) in the Car Free Day area of Jalan Sudirman–Setiabudi, South Jakarta. The event was attended by hundreds of participants from sports communities and the general public.
BRI Life Director Sutadi stated that the event is one of the strategies for introducing the digital insurance product designed to be closer to people’s daily activities.
“Modi Fun Run 7K is part of the pre-launch series for the Modi product. We want to introduce that insurance can now be present closer to everyday life, including supporting sports activities and healthy lifestyles,” said Sutadi in a press release on Wednesday (15/4/2026).
In addition to the 7-kilometre run, the event was equipped with health check services, group exercises, and entertainment for participants. This approach is used to build connections between financial protection and active lifestyles.
The company is also expanding its strategy through collaboration with the Gofit fitness platform. This partnership focuses on educating about healthy lifestyles while introducing digital insurance products to sports communities.
“With the continuously growing number of Gofit members, this collaboration becomes a strategic opportunity for BRI Life to deliver mutually beneficial protection solutions. Through synergies in various events and joint activities over the next year, we see the potential to reach more than 50,000 Modi policyholders,” said Sutadi.
In the future, the development of digital insurance is expected to become increasingly connected with lifestyle ecosystems. The integration of financial services and daily activities is seen as one approach to enhancing financial inclusion while expanding product penetration in the young segment.