Tune Protect Group Berhad, the Malaysian insurance group pursuing a Beyond Insurance strategy, has unveiled TPXtra, a digital platform that combines insurance cover, value-added services and lifestyle offerings within a single customer account.
The launch marks a shift in how the Group reaches policyholders. Tune Protect has historically sold cover through partner booking platforms, meeting customers at one transaction. TPXtra instead builds a direct-to-consumer link, allowing the insurer to stay connected with customers across their entire journey rather than at checkout alone.
The platform lets users view and manage their protection, services and entitlements from one place whenever they need them. Built as an open system, it already links customers to travel, mobility and lifestyle services beyond insurance. Customisation sits at the centre of the proposition: users can shape cover around their requirements and budget, and bundling ancillary services with protection unlocks greater value.
Travel Beyond is the first product on TPXtra. Customers pick only the cover and benefits relevant to their trip, then add services such as eSIM connectivity, Delay Pass benefits, airport lounge access and airport transfers. All of these can be booked and redeemed through the same account.
White Label Sdn. Bhd., the Group’s technology arm, built and runs the platform. Tune Protect has been growing its merchant network across connectivity, lounges, ground transfers and mobility, with telehealth, motor care and everyday lifestyle services due to follow.
Merchant partners gain access to customers at relevant points within the platform, and can tap Tune Protect’s regional distribution channels without building equivalent infrastructure themselves. Several partners are already live, and the Group continues to invite merchants and service providers to join.
Tune Protect intends to push TPXtra beyond travel, with Motor Beyond and Home Beyond scheduled to launch from the end of 2026 onwards, extending the single account into mobility and home solutions.
Tune Protect Group CEO How Kim Lian said, “A digital ecosystem is only as valuable as the reasons it gives customers to come back. We are looking to work with merchant partners who can enrich the consumer journey by integrating relevant lifestyle solutions and experiences into the platform. Each partnership strengthens our direct relationship with customers, and it is this relationship, rather than any single product, that we are building for the long term.”
How added, “For many, insurance is something they purchase quickly at checkout and rarely think about again. Meanwhile, other lifestyle essentials such as connectivity, lounge access or airport transfers are purchased and managed through separate platforms.
“They can choose the services that best suit their needs, add services as their plans evolve, and access them throughout their journey, whether they are planning from home, at the airport or already on the move. When they travel again, their account is ready with their existing information and services, making it easier to manage their travel needs from one place.”
Copyright © 2026 FinTech Global
