The First Insurance App of Bangladesh

Guardian Life Insurance Ltd. is one of the largest insurance companies in Bangladesh. Backed by some of the largest and most reputed conglomerates in the country, the company launched its first digital insurance product EasyLife in 2019.

Beatnik Technology Ltd. was commissioned to design the user experience and develop the mobile app for Easy Life.

Key Challenges

Insurance Aversion

In Bangladeshi market insurance products are often avoided by general public. The common consensus is that insurance products cause unwanted expenses. As a result people do not actively seek insurance solutions and only subscribe when it is absolutely necessary.

Financial Apps

In Bangladeshi market there are a myriad of financial apps including bank account management apps and digital payment solutions. Most smartphone users are engaged with at least one or more financial apps. As a result getting them to try out a new insurance app is quite challenging.

Govt. Regulations

Bangladesh Bank, the central regulatory bank requires a lot of customer information through a long form known as KYC form (Know Your Customer). Filling up these information can become cumbersome for new customers and often results in churn in online conversions. The challenge was to easing this process for the customers.

UI Designs

UI Designs


The app has been received by the industry with very positive impressions. With over 100,000 installs, the app has already won the client multiple awards in different fields.

BASIS National ICT Awards 2019

1st Runner Up – Banking, Insurance & Finance Category

Bangladesh Business Innovation Award 2019

Honorable Mention – Best Innovation in Financial Sector