Bowtie — Hong Kong's first virtual (digital, agent-free) insurer selling pure-protection products: voluntary health (VHIS), term life, critical illness, cancer.. Pricing model: Insurance premium subscription (monthly/annual) sold direct online with instant quotes; no agents. Value metric: Coverage/premium per policy, priced by risk.
At a glance
| Company | Bowtie |
|---|---|
| What it does | Hong Kong's first virtual (digital, agent-free) insurer selling pure-protection products: voluntary health (VHIS), term life, critical illness, cancer. |
| Headquarters | Hong Kong |
| Pricing model | Insurance premium subscription (monthly/annual) sold direct online with instant quotes; no agents |
| Value metric | Coverage/premium per policy, priced by risk |
| Pricing page | www.bowtie.com.hk |
Plans and prices
Instant online quotes per product; promotions such as first 8 months free in year one on selected plans (Double 11 promo, Oct-Nov 2026).
Growth milestones
Bowtie appears in our analysis of 2026's $100M ARR class. Figures are company-reported unless stated.
- 2026-07-07: Crossed US$100M ARR about seven years after founding (internal data to 30 Apr 2026); 150,000+ customers (~1 in 50 HK residents); retention above 93%; VHIS ARR +40% YoY; >HK$1B raised from Sun Life and Mitsui & Co. (source)
How it grows
Direct-to-consumer digital distribution that cuts out agent commissions; content and transparency marketing; promotional free months to drive acquisition; SME channel.
What you can steal
subscription model choice
Cut out the middleman and pass the saving to customers: a direct model can win a commission-heavy market.
churn & retention
Track and publish retention (93%+); in subscription businesses, renewals are the profit engine.
low-budget growth
Use 'months free' offers on long-lived subscriptions: the lifetime value justifies a front-loaded discount.
Sources
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Robert Coorey, MBA
Robert is the author of The Subscription Playbook and Feed a Starving Crowd and a Director at BPAG Accountants in Sydney. More about Robert.