SingSaver & MoneyHero: Travel Insurance

As travel demand rebounded in 2024-25, conversion rates across SingSaver in Singapore and MoneyHero in Hong Kong did not improve at the expected pace. Friction ran from comparison through checkout. We rebuilt the decision journey to restore progression and grow revenue per purchase.

• Client: MoneyHero Group (NASDAQ: MNY)
• Markets: Singapore (SingSaver) · Hong Kong (MoneyHero)
• Industry: FinTech · Insurance Comparison

The challenge

Traffic was reaching comparison pages. Purchases weren't following.

Plan cards were dense and visually uniform. Users had to scroll and interpret the text extensively before they could distinguish coverage. The content hierarchy made confident selection difficult: everything looked equally important, so nothing did.

At checkout, the Personal Information step was among the highest-abandonment points on both platforms. Early form effort, repeated data entry, and late validation all slowed progression. These drop-off points had a meaningful impact on purchase completion.

What we did

We mapped the full journey from media entry to purchase, then rebuilt the decision architecture at comparison, checkout, and upsell.

Comparison

We introduced a clear tier hierarchy so users could differentiate plans at a glance. Benefit summaries were simplified. Mobile density was reduced. A consistent messaging voice was applied across all product cards.

Checkout

The Personal Information step was restructured: T&Cs and optional fields deferred to later stages. Google login with pre-fill added for returning users. When sufficient data was available, users bypassed the step entirely and proceeded to the review screen. The form was designed mobile-first throughout.

Upsell and performance tracking

Contextual upsells were placed inside the Personal Information step, not post-purchase. Provider-specific add-ons were enabled, starting with Singapore. Google Analytics and Microsoft Clarity were embedded across all funnel stages from day one, with session replays and heatmaps used to drive continuous iteration.

Singapore was validated first. Improvements rolled out to Hong Kong in staggered batches from December 2024 to January 2025, adapted for local expectations with shared components maintained.

Results

The work was recognised externally. MoneyHero Group won the Digital - Insurance Broker accolade at the SBR Technology Excellence Awards 2025 — an award specifically citing the three-click travel insurance purchase experience delivered across Singapore and Hong Kong.

"They redesigned our platform with a genuine focus on conversion. Embedded across the whole organisation: product, growth, engineering, analytics. Each fix compounded the last. That cumulative impact is what you're hiring for."

Jaga Thangaiah, Group Head of Product, MoneyHero Group

Live pages:

• SingSaver Travel Insurance
• MoneyHero HK Travel Insurance

Methods: User Journey Mapping · Conversion Funnel Analysis · Decision Architecture Redesign · Mobile-First UI Design · Checkout Simplification · Upsell Strategy Design · Content & Messaging Hierarchy · GA & MS Clarity Performance Tracking · Cross-Market Rollout Strategy · Design System Alignment · Prototype Testing

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This case study reflects the consultant's direct experience working with the MoneyHero team and is shared for illustrative purposes only.

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