Nominee for The Digital Insurer's Asian Insurance Innovation Award

1. KYOBO Lifeplanet
September 2016
www.lifeplanet.co.kr

2. 2
Lifeplanet at a Glance
 Oct. 2012 Initiated internet-based life insurance IT system
 Sep. 2013 Signed joint venture agreement with Lifenet
 Oct. 2013 Obtained an official approval of insurance business
 Dec. 2013 Commencement of business operation
Launched term /whole life, annuity/tax-favored
annuity insurance
 Sep. 2014 Introduced child care and education insurance
 Jan. 2015 Introduced savings insurance
 May. 2015 Introduced mobile subscription system for the
first time in Korea
 Jan. 2016 Initiated online bancassurance
Launched cancer/adult disease insurance
 Apr. 2016 Launched accident insurance
Governing Structure
Kyobo
Lifeplanet
Kyobo Life
Insurance
Lifenet
Insurance
91.32% 8.68%
Established in 2013, Lifeplanet is the first independent online-based life insurer in Korea.
Company History
Board Members
John Haksang Lee, CEO
Daisuke Iwase, Non-standing Director
Jin Il Lee, Outside Director
Sang Shik Ahn, Outside Director
· Head of product development & support division/
e-business officer of Kyobo Life Insurance
· Experienced in product development, risk management,
M&A and e-business in US and Korea over 20 years
(Milliman, Fidelity & Guaranty Life, AXA)
· Co-founder & current COO of Lifenet in Japan
· Expertise in strategic consulting(BCG) and private
equity fund(Ripplewood)
· Young global leader of World Economic Forum
· Vice president of EMC(cloud computing company, S&P 500)
· Head of e-business of Kyobo Life Insurance
· Initiated Kyobo-AXA online car insurance, the first online
property and casualty insurer in Korea
· CEO of Real Estate Trust, the first private real estate trust
in Korea established by Kyobo Life Insurance and Samsung
Life Insurance
· Head of corporate strategy division of Kyobo Life Insurance

3. 3
Performance
Initial Premium/New Business Policy in Force/Gross Premium
Lifeplanet has grown steadily with 32% in market share as the No.1 online life insurer in 2015
(thousand USD) (# of policies)
48
436
444
2,070
-
1,250
2,500
-
50
100
150
200
250
300
350
400
450
'13.12
'14.01
'14.02
'14.03
'14.04
'14.05
'14.06
'14.07
'14.08
'14.09
'14.10
'14.11
'14.12
'15.01
'15.02
'15.03
'15.04
'15.05
'15.06
'15.07
'15.08
'15.09
'15.10
'15.11
'15.12
'16.01
'16.02
'16.03
Initial Premium New Business
Annual Growth Rate of 2014 - 2015
- New Business: 154 %
- Initial premium: 338 %
(thousand USD) (# of policies)
66
1,959
444
14,577
-
4,000
8,000
12,000
16,000
-
200
400
600
800
1,000
1,200
1,400
1,600
1,800
2,000
'13.12
'14.01
'14.02
'14.03
'14.04
'14.05
'14.06
'14.07
'14.08
'14.09
'14.10
'14.11
'14.12
'15.01
'15.02
'15.03
'15.04
'15.05
'15.06
'15.07
'15.08
'15.09
'15.10
'15.11
'15.12
'16.01
'16.02
'16.03
Gross Premium Policy in Force
Monthly Growth Rate
- Policy in force: 13.80%
- Gross premium: 13.37%

4. 4
Product Line-up
Starting from the basic benefit of life insurance, (e.g. death and retirement protection), Lifeplanet
gradually develops new product line to meet client needs and to set up a balanced product portfolio
Death Retirement Health Investment
1st year 2nd year 3rd year
 Term life
 Whole life
 Annuity
 Tax savings annuity
4th year~
Protection &
Needs
 Child protection
 Child education
 Savings
 Cancer
 Adult disease
 Accident insurance
 Traveller’s insurance
 Variable
 Medical indemnity
 Others
Products
Line-up
24/7 Accessibility Pace-maker My real planner
Assistance from
call center
Services
 Easily accessible
platform
- Exhaustive service from
subscription to claim
through internet
 Real-time
simulation of target
annuity
- Exclusive right by
Korean Life Insurance
Association
 Automatically quote
and recommend
appropriate
products
- Utilization of robo
advisor function
 Provide professional
services by well-
educated, qualified
customer managers
- Phone/mail/mobile
messenger/chatting
Launched Planned

5. 5
Price Competitiveness
Lifeplanet provides life insurance product of reasonable price that maximize customers’ benefits
More Attractive Returns for Consumer1)
1) Annuity: 30-year-old male, premium KRW 500k/mth, 10 years payment period,
annuity benefit guaranteed for 10 years, preservation age 60
[Monthly premium and premium loading]
[Expected annuity receipts and total premium loading]
• Lifeplanet can reduce fixed cost and attain competitive price
by operating with minimum number of experts
• Off-line Insurers are usually large-sized in order to manage
the sales channels, which causes higher fixed cost and less
price competitiveness.
Efficient and Effective Operation
Highly Ranked at the Domestic Insurance
Supermarket Website
[Lifeplanet’s rank in insurance supermarket, Mar 3rd 2016]
1) Term Life: 30-year-old male, coverage KRW 100 mil, expiration: 60 years old,
premium payment period: 10 years, pure protections
Price Competitive and Cost Efficient Products1)
Insurer No. of products
Product/Actuary
headcount
Lifeplanet(*) 24 10
A 25 24
B 24 23
(*) Business Plan 2016
Product Category Ranking
Adult disease Lowest premium No. 1
Cancer Lowest premium No. 2
Whole life Lowest premium No. 1
Term life Lowest premium No. 2
Child protection Lowest premium No. 3
Child education
Highest rate of
surrender value over
premium paid
No. 2
Savings No. 1
Annuity No. 1
Tax savings annuity No. 4
Accident insurance Lowest premium No. 1
36,300
6,700
51,100
14,200
Monthly premium Premium loading
Lifeplanet
Off-line insurer
(KRW)
6,165
4,359
4,840
8,196
Expected annuity receipts Total premium loading
Lifeplanet
Off-line insurer
(KRW in thousand)
29% ↓
53% ↓
27% ↑
47% ↓

6. 6
Pioneer of Innovative Online Life Insurance Product
For the first time in the Korean life insurance industry, Lifeplanet has introduced innovative insurance
products (i.e., 100% principal-guaranteed savings insurance, non-smokers discount products) which the
conventional life insurers are not capable of offer. Lifeplanet expects the product innovation continues
henceforth
Non-smokers Discount for Health and Term
Life Insurance (1st in Industry)
The First 100% Principal-Guaranteed
Savings Insurance in Korea
e-Cancer insurance / 5 Major diseases product
• In Jan 2016, Lifeplanet introduced insurance for cancer
and lifestyle diseases with discount for non-smokers for the
first time in industry
• 40-year-old male, non-smoker premium is 7.18% cheaper
in price than the smoker (coverage KRW 10 mil,
expiration: 80 years old, premium payment period: 20
years, pure protections)
Mortality rate segmentation for death protection
product
• Term life insurance that apply more detailed risk level to
acquire healthy customers is to be launched in 2nd quarter
in 2016.
• Developing online health care service utilizing big data to
calculate biological age
e-Saving insurance
• Premium loading is imposed based on accrued interest
• By launching the product, Lifeplanet expects to switch of
customer distrust in cash surrender value from
withdrawing the insurance contract and reinforce of
insurance product credibility. Accordingly, Lifeplanet seeks
to directly compete with other financial products in the
market and eventually expands on-line insurance industry
• 2,200 new contracts from Jan. 2015 to Mar. 2016 accounts
for 18% of total new contracts/31% of total monthly initial
premium
• Soon as the exclusive right term expired, the product was
benchmarked by major competitors including S and H
(no. 1 & 2 in the Korean life insurance market respectively)

7. 7
2%
81%17%
age<25 25≦age<45 age≧45
Favorable Profit Prospect from Healthy Customer Profile
Lifeplanet’s innovative product portfolio and services have successfully led to voluntary subscriptions
from target customers between the ages of 25 and 44. Due to much safer customer base than the
conventional life insurers, Lifeplanet is expected to be more profitable in long term perspective
Safest Customers with High Mortality Margin
91
%
9%
37
%
63
%
(*) Occupational Group A : 437 safest (with lowest risk level) occupations
based on statistics (accident occurrence probability) while traditional insurer
shows 63%
[Lifeplanet] [Traditional insurers]
 Occupational
Group A (*)
 Others
(FY2015)
13th month
persistency rate
25th month
persistency rate
Lifeplanet 93.54% 90.25%1)
Others’ median 84.07% 70.74%
Ideal Target Customer Acquisition
[In-force policyholders by age (as of Mar. 2016)]
 Lifeplanet has successfully acquired core
target customers in a short period
Age range from
25 to 44 takes
the majority of
Lifeplanet’s
customers
1) As of March 2016
Higher Persistency Rate from Voluntary
Subscriptions
Mortality Margin of Traditional Insurers
by Occupational Group of Customers
Mortality
margin(%)
Group A Others
Death 82% 54%
Disease 59% 38%
Surgery 33% 25%

8. 8
Lifeplanet provides simple and quick subscription process on a 24/7 basis and is compatible with any
PC and mobile device with user-friendly interface and features
Ubiquitous Accessibility at Anytime, Anywhere
Compatibility with Any Device / OSSimple Subscription Process
Personal
verification
Acknowledge
contract terms
Agree on the
contract
Premium
payment
 Customers can search, purchase and manage insurance
products anytime and anywhere with PCs, tablets, and smart
phones.
- PC : Internet Explorer, Google Chrome, Firefox
- Mobile : all major iOS and Android smartphone devices

9. 9
 With user-friendly interface and features, Lifeplanet
has been recognized by renowned institutions, and it
leads the online life insurance trends
- The 12th Web Award Korea 2015 Grand Prix in Insurance and
mobile web marketing by KIPFA*
- The 11th Web Award Korea 2014 Grand Prix in Insurance by KIPFA
- Good Design 2014 nominee by Ministry of Trade, Industry and Energy
- &Award Web Accessibility –nominee for Grand Prix
by Korea Digital Company Association in 2014
 One Stop Financial Planning and Multi-subscription
- Launched in Feb. 2016, My Real Planner is for light users that
includes a customizable policy recommendation, quotation and
one-click multi-subscription service for the first time in Korea
- Launch of integrated multi-insurance subscription service for
necessary protection(health/retirees/death) is planned in May
2016
- The first online multi-insurance product with the
customization, recommendation and subscription service
Optimized UX and One-on-One Customer Service
 Lifeplanet delivers satisfying experience with its products and services to customers by providing UX
that promotes convenience and effectiveness and one-on-one customer assignment to consultant
One-on-One Customer Service Program
–Offers e-voucher on each
customer’s personal
anniversaries
–Sending hand-written
letters to new policyholders
–Providing informative tips
for daily life
Emotional CareCustomer Support
–Explain product features
–Help subscription process
–Handle maintenance
service, eg. change of
information, policy loan
etc.
–Receive claim settlement
application
Improve customer satisfaction
and promote viral marketing
 Provide high-quality policy maintenance service as well as
‘emotional touch’ by assigning CS managers to every
customers for on-going customer care
Customer Friendly UI / UX
*Korea Internet Professional Association

10. 10
Market Recognition on Lifeplanet’s Initiatives
As a leader of the new life insurance industry paradigm, Lifeplanet has received great customer
reviews and enhanced loyalty as well as several awards and recognitions from major
organizations
High Customer SatisfactionExceptional Public Praise
Financial product  service certified nominee
by Korea Finance Consumer Federation
• New e-Saving insurance (2015)
• Annuity with tax deferred (2014)
Superior financial product award
by Financial Supervisory Service
• New e-Saving insurance (2015)
• Annuity with tax deferred (2014)
The 19th financial product silver medal award
by Maeil Economics in 2014
• Annuity with tax deferred
Exclusive rights
• Insurance health age service (2016.7)
• New e-Saving insurance (2015.1)
• Target annuity pacemaker service (2013.12)
• High customer satisfaction and willingness to
introduce to others
“ Cost-effective! ”
“ No need to meet an insurance agent! ”
“ How simple and convenient Lifeplanet’s online insurance is!”
“ 100% principal guaranteed savings insurance…unbelievable! ”

11. 11
The marketing plan against the internet life insurance competition is as follows :
[2016 Marketing Plan] Leading Internet Life Insurance Market
Continuous Product/Service InnovationObtaining Large Scale Traffic
1 2
 Strategic alliance with internet
companies who have the large
scale business platform
- Kakao, Naver, Social commerce,
Open market, etc.
 Strategic alliance with the
companies who have the massive
customer base
- Telecom, Credit card, home
shopping company, etc.
Establish
successful
business
model &
strengthen
the digital
marketing
capabilities
 Develop insurance products to
attract customers
 Develop innovative products
 Strengthen loyalty program (i.e.,
Evangelist)
 Activate One-on-One customer
service program
 Reinforce protection quotes
process
- Multi-quotes, Multi-subscription
Improve
brand
awareness
&
Strengthen
the
interaction
with
customer
Intensification of mobile platformReinforcement of B2B marketing
3 4
 Obtain B2B customer
 Expand online bancassurance
 Solidify customer relationship through
mobile
 Analyze customers’ activities on mobile
 Provide mobile-only services and items
Propel the change of regulation
5
 Continuously raise suggestions to
authorities and lead regulation change
for favorable environment to online-
insurance