Empowering the Future of Personalized Medicine Through Co-Creation: Forging A Path With NalaGenetics and Zurich Insurance

This article was based on an interview with Mr Ally Robertson, Chief Operations Officer, Zurich Malaysia; Ms Levana Sani, Co-Founder and CEO, Nalagenetics and Ms Kamonlawan Chomchopbun, Product Manager and Market Access Lead, NalaGenetics.

Personalized medicine marks a turning point in healthcare, where treatments and preventive care are tailored to an individual’s unique genetic makeup. The approach seems very daunting with genetic testing becoming one of the key components, however, companies like Zurich Insurance Group (Zurich) and NalaGenetics are forging ahead to not only make it a standard but the norm. NalaGenetics, an innovative startup specializing in genetic testing is one of the finalists of the Zurich Innovation Championship (ZIC). As part of its journey in the ZIC, NalaGenetics has the unique opportunity to work with Zurich. This collaboration is breaking new ground by co-creating solutions that could revolutionize how healthcare and insurance work together to deliver preventive care that is both personalized and efficient.

As healthcare and treatment options become more data-driven and proactive, Zurich and NalaGenetics are showing how co-creation and innovation can lead to powerful outcomes that improve individual health and reshape the broader insurance landscape. The collaboration also allows Zurich to be ahead of the curve and adopt a more agile approach to its key businesses.

The Zurich Innovation Championship: Catalysing Change and Empowering InsurTech Agility

Let’s start at the very beginning of this collaboration with the Zurich Innovation Championship (ZIC). Founded in 2018, the ZIC was designed to connect Zurich with startups that offer cutting-edge solutions to some of the most pressing challenges in the insurance industry. At its core, ZIC accelerates innovation by working with agile, experimental startups like NalaGenetics, which can bring fresh perspectives and technical prowess to Zurich’s century-old business.

As Zurich seeks to maintain its competitive edge and better serve its customers in a rapidly changing world, the ZIC enables the company to tap into external innovation. Since its inception, the ZIC has seen over 7,000 submissions, resulting in over 70 pilots, 50 active initiatives, and a presence in over 30 countries. The collaboration with NalaGenetics in Malaysia stands as a prime example of how Zurich uses co-creation to solve real-world problems and modernize its offerings.

NalaGenetics Spearheading Genetic Relevance in Healthcare with Personalized Medicine

Let’s talk a little about NalaGenetics, one of the winners of the recent ZIC. NalaGenetics was founded on the belief that genetic testing could radically improve how patients are diagnosed and treated, particularly when it comes to drug metabolism, disease prevention, and overall health management. The company specializes in creating genetic tests that can predict how individuals will respond to medications, helping physicians tailor treatments more accurately to reduce adverse reactions and improve health outcomes.

In a world where medications are often designed based on a “one-size-fits-all” approach, NalaGenetics offers a much-needed alternative. Genetic testing can reveal how certain populations, such as Asians, metabolize drugs differently. This is even more pertinent with recent studies showing an increasing disparity between genetic populations and treatment efficacy. One such study highlights that 40-50% of Asians don’t respond well to the commonly prescribed anti-platelet medication Clopidogrel. It goes on to present data that shows that this population also sees an increased risk of cardiovascular events when prescribed Clopidogrel.

By leveraging genetic data, NalaGenetics allows physicians to make better-informed decisions, prescribing appropriate medications and lifestyle adjustments to their patients. But, as NalaGenetics’ founders quickly realized, providing genetic information alone isn’t enough—it’s essential to ensure patients take action based on these insights. That’s where NalaGenetics’ holistic approach comes in, combining genetic testing with physician-guided prevention programs to help patients improve their health outcomes.

Shaping the Future of Health and InsurTech with Co-Creation

As part of the Zurich Innovation Championship, Zurich in Malaysia and NalaGenetics entered into a unique collaboration that involves the co-creation of a solution that can impact the healthcare and insurance industries. Unlike traditional collaborations where a startup might deliver a product and then step aside, Zurich and NalaGenetics have adopted a more collaborative approach. Over a 3- to 6-month accelerator phase, both companies worked together in an agile, co-creative process to design a solution that aligns with Zurich’s goals of delivering personalized, preventive care through its life insurance and family takaful products.

“Co-creation is key to what we do,” Ally Robertson, Chief Operations Officer, Zurich Malaysia emphasized. “We don’t just invest in these startups. We work together, Zurich and NalaGenetics experts, in an iterative, agile manner to find solutions that solve real-world problems.”

During this period, both companies collaborated closely, sharing relevant data, insights, and expertise. They tested different product models, gathered customer feedback, and refined their offerings based on real-world data. The pilot program initially targeted existing Zurich Malaysia customers, offering genetic testing followed by personalized health advice from physicians. This was then expanded to new customers, with a focus on integrating preventive care into Zurich’s life insurance policies.

The co-creation process allows Zurich to respond to the market’s evolving needs, particularly as more customers seek health solutions that go beyond traditional insurance. The feedback from both customers and Zurich agents in Malaysia has been overwhelmingly positive. Agents, who initially approached the program cautiously, were so impressed after trying the service themselves that they became enthusiastic advocates, helping to drive customer interest and engagement.

Championing Personalized Medicine and Creating a New Standard in Healthcare and Insurance

The integration of personalized medicine into insurance is one of the most exciting developments in both industries. Genetic testing is becoming a crucial tool in preventive healthcare, allowing doctors to tailor treatments to individual patients and prevent costly medical conditions before they arise.

As part of their collaboration, Zurich and NalaGenetics aim to make personalized, preventive care a cornerstone of Zurich’s health insurance offerings. The aim is to enhance health outcomes and decrease long-term insurance claims by managing health risks at an early stage.

In practical terms, the program involves offering genetic tests to customers, followed by regular consultations with physicians to discuss the results and make necessary lifestyle adjustments. For example, if a patient’s genetic test reveals they are at high risk for cardiovascular disease, their physician can prescribe preventive measures, such as changes in diet or early medication interventions, to mitigate the risk before it becomes a serious issue.

The Benefits of Co-Creation: Early Results from the Pilot

The benefits of leveraging genetic testing and insights in this co-creation process are already apparent. During the pilot phase, Zurich Malaysia and NalaGenetics tested their product on a group of customers, gathering valuable data to refine their approach. One of the key takeaways was the high level of customer interest in genetic testing—80% of surveyed customers expressed a desire to undergo genetic testing, and 90% were willing to participate in associated health programs.

Customers also appreciated Zurich’s move away from traditional insurance or takaful products toward something more personalized and proactive. During the interview, Kamonlawan Chomchopbun, Product Manager and Market Access Lead at NalaGenetics who works on the ground with the Zurich Malaysia team, shared that even agents are empowered by the solution. The impact of the co-created solution was so immense that the agent shared, “It’s not just about offering coverage anymore—it’s about caring for the customer’s overall well-being.”

Feedback from customers participating in the program revealed that they valued having a deeper understanding of their health risks and felt empowered to take preventive action. In one notable case, a patient with persistent GERD (gastroesophageal reflux disease) discovered through genetic testing that they had a mild lactose intolerance and a sensitivity to coffee. By making simple adjustments to their diet, the patient’s symptoms improved dramatically within three months, eliminating the need for further doctor visits.

This kind of personalized, preventive approach not only improves patient outcomes but also reduces the likelihood of costly insurance claims, creating a mutually beneficial relationship for both customers and Zurich.

A Glimpse into the Future: Data-Driven Decisions and Preventive Care

Looking ahead, the collaboration between Zurich and NalaGenetics can have a lasting impact on both the health and insurance industry. As more data is gathered through genetic testing and preventive care programs, Zurich will be able to make more informed decisions about how to cater to the evolving needs of its clients while helping them optimize health outcomes. The potential for AI-driven insights, automation and more significantly genetic insights will undoubtedly play an increasing role in shaping the future of healthcare and insurance.

As the collaboration evolves, both companies expect the demand for personalized medicine to grow, particularly in regions like Southeast Asia, where genetic differences often mean that standard treatments are less effective. The insights gathered from this co-creation process will be invaluable in shaping Zurich’s future offerings and making personalized care a mainstream component of health insurance. It will also help make genetic testing the standard when it comes to treatment plans and optimizing patient care.

Pioneering the Future of Personalized Healthcare

The co-creation between NalaGenetics and Zurich is a powerful example of how collaborations between startups and established corporations can drive meaningful change. Through the Zurich Innovation Championship, the companies are poised to bring personalized medicine into the insurance space. The co-creation process has allowed them to offer customers more than just peace of mind, they’re offering the tools to live healthier, longer lives.

By focusing on genetic testing, preventive care, and data-driven solutions, Zurich and NalaGenetics are paving the way for a future where healthcare and insurance are fully integrated, providing a holistic approach to well-being. This collaboration not only sets Zurich Malaysia apart in the insurance market but also offers a glimpse into the future of personalized, proactive healthcare.

As the world continues to evolve, one thing is clear: the future of healthcare is personal, and Zurich and NalaGenetics are leading the way.

This article was based on an interview with Mr Ally Robertson, Chief Operations Officer, Zurich Malaysia; Ms Levana Sani, Co-Founder and CEO, Nalagenetics and Ms Kamonlawan Chomchopbun, Product Manager and Market Access Lead, NalaGenetics.