Tune Protect Group Berhad, the Malaysia-based insurance group, has unveiled TPXtra, a digital platform that combines insurance, add-on services and lifestyle offerings under one customer account, marking a shift towards owning the customer relationship long after a policy is sold.

The platform lets users view and manage their cover, services and entitlements from a single login whenever they need them. Tune Protect describes TPXtra as an open ecosystem that reaches past insurance, already linking users to travel, mobility and lifestyle providers.

Customisation sits at the centre of the proposition: customers can build protection around their own requirements and budget, then bundle in supplementary services to unlock more value than buying each item separately.

TPXtra is built by White Label Sdn. Bhd., the group’s technology subsidiary, and forms the digital backbone of Tune Protect’s Beyond Insurance strategy. Historically, the insurer has reached most customers through partner booking sites. TPXtra changes that model by giving Tune Protect a direct-to-consumer channel, allowing it to serve customers across their entire journey instead of at one moment of sale.

Travel Beyond is the first product to go live on the platform. It allows travellers to select only the cover and benefits they want, matched to their trip and spending limits.

Alongside insurance, it bundles services including eSIM connectivity, Delay Pass benefits, airport lounge entry and airport transfers, all of which can be booked and redeemed through the same account.

Tune Protect has been building out its merchant network across connectivity, lounges, ground transport and mobility, with plans to move into telehealth, motor care and everyday lifestyle services.

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