Sue Coulter | Head of Group Digital AIA
Sue Coulter’s career journey has been shaped by her expertise in digital transformation and customer experience, with a strong foundation in retail banking before transitioning into the insurance industry. Before joining AIA in 2018, she held senior leadership roles at Credit Union Australia, moving from General Manager of Business Transformation to Chief Digital Officer. Prior to that, she led major expansion programs at BankWest. Her decision to enter the insurance sector was driven by the opportunity to contribute to a different financial services segment and be part of Asia’s rapidly evolving innovation landscape. At EliteX, we are proud to have Sue Coulter as part of the edition: Impactful Women in Insurance, 2025.
In preparation for this transition, she completed a six-week Executive Program at Stanford Graduate School of Business in 2016. This experience reinforced her passion for innovation and led her to spearhead a unique engagement channel at Credit Union Australia in partnership with a US-based startup. Beyond her corporate career, she expanded her contributions to the community by serving as a non-executive board member for the Royal Brisbane Women’s Hospital Foundation and Help Me With It, a startup organization.
“Seeing the direct benefits of digital transformation in people’s lives drives my passion for innovation.”
Sue has played a critical role in digital innovation at AIA as the Head of Group Digital. Since 2018, she has driven the company’s transformation into a customer-focused, digital-first business. Under her leadership, AIA has introduced several digital solutions, including mobile apps and online portals, that enhance customer and agent interactions. A major milestone has been the launch of the AIA+ SuperApp, a platform integrating life, health, and wellness services. Serving over 20 million users, the app provides tailored features like bio-marker health scans, helping individuals manage their well-being effortlessly.
Another key initiative has been the introduction of AI-enabled recruitment solutions, streamlining the hiring process and ensuring AIA attracts top-tier talent. By deploying AI-driven Career Aptitude Tests and interview solutions, AIA has optimized recruitment, training, and agent productivity. These innovations have strengthened AIA’s workforce, improving customer service and business performance. AIA’s commitment to digital excellence has been widely recognized. The company has received multiple awards, including the Celent Model Insurer for Digital and Emerging Technologies in 2024 and the Fortune #2 Fintech Innovators Asia List in the same year. AIA has also won the InsuranceAsia News Digital Insurer of the Year award for four consecutive years.
Sue’s transition into the insurance industry was fueled by her recognition of the sector’s untapped potential for digital transformation. While banking had already undergone substantial innovation, insurance was still in the early stages of its digital evolution. She saw an opportunity to improve accessibility and customer experience by leveraging technology to simplify products and streamline services. Her goal has been to ensure customers receive seamless digital assistance when they need it most, whether they are filing claims or seeking health advice.
As a leader in a traditionally male-dominated industry, Sue has faced challenges related to gender representation at decision-making levels. She understands that having a seat at the table is not enough—it is essential to have a voice that is heard. She has actively worked to build confidence in speaking up, forging relationships with advocates who value diverse perspectives. Now, in her leadership role, she is committed to creating opportunities for other women in the industry, ensuring they have the support and encouragement needed to advance in their careers.
“My mission is to ensure customers receive seamless digital assistance when they need it most.”
One of her proudest achievements has been being part of leading AIA’s Technology, Digital, and Analytics (TDA) transformation program. Over the past three years, the program has significantly increased customer engagement, with more than 20 million active users on AIA’s digital platforms. Additionally, agents now have access to cutting-edge tools that enhance their efficiency and ability to serve clients. The introduction of Qi, AIA’s Design System, has further streamlined the development of digital products across markets, ensuring a consistent and high-quality customer experience. Sue believes the role of women in insurance is evolving, with an increasing focus on female leadership at decision-making levels. She sees a growing commitment within the industry to create pathways for women to reach senior positions, recognizing that diverse perspectives contribute to stronger business outcomes.
In terms of key skills for success in the industry, Sue highlights the importance of a T-shaped skillset—having deep expertise in a core area while maintaining broad knowledge across multiple domains. While technical proficiency is critical, professionals must also understand elements such as data, AI, design thinking, and customer psychology. The most valuable talent in insurance today combines deep industry knowledge with a strong ability to create meaningful and seamless user experiences.
Balancing personal and professional life has been an important aspect of Sue’s journey. Living in Hong Kong while having family in New Zealand, Australia, and the UK, she prioritizes holidays and weekend catch-ups to stay connected. Digital tools have helped her maintain close relationships despite geographical distances. Throughout her career, she has been influenced by mentors who provided invaluable guidance. One early mentor gave her candid feedback on her approach to retail product management, helping her develop a broader commercial understanding. Another mentor encouraged her to take on a leadership role in an operational area outside her comfort zone, an experience that significantly expanded her professional capabilities and leadership profile.
Her motivation comes from the tangible impact her work has on customers, agents, and partners. Seeing the direct benefits of digital transformation in people’s lives drives her passion for innovation and continuous improvement. She remains committed to pushing boundaries and leading advancements in digital insurance solutions. A particularly rewarding moment in her career has been witnessing the success of AIA’s TDA transformation. The increased adoption of digital tools among customers and agents has validated the hard work and dedication of her team. More importantly, these innovations have empowered millions of individuals to take better control of their finances and health, reinforcing the value of customer-centric digital solutions.
When faced with difficult situations or tough decisions, Sue adopts an objective approach, focusing on the best outcomes for customers and the business. She understands the importance of considering multiple perspectives before making informed decisions that align with the company’s long-term vision. To support and empower women in the insurance industry, Sue emphasizes the need for companies to offer flexible work environments. Recognizing that many women juggle professional and family responsibilities, she advocates for workplace policies that enable women to thrive in their careers without compromising their personal commitments.
“Having a seat at the table is not enough—it is essential to have a voice that is heard.”
Looking ahead, Sue is focused on the next phase of its TDA transformation, known as TDA 2.0. The goal is to harness the power of generative AI to further enhance customer experience, efficiency, and overall business intelligence. By integrating AI-driven solutions into AIA’s digital ecosystem, the company aims to set new benchmarks for innovation in the insurance industry. With her expertise and vision, Sue Coulter continues to shape the future of digital insurance, driving meaningful change that benefits both customers and industry professionals. Her leadership has not only elevated AIA’s digital capabilities but has also set a precedent for how technology can revolutionize the insurance sector for the better.