Kyobo Lifeplanet Life Insurance, a digital life insurer without agents, is shifting its digital insurance marketing platform Laplay to an Amazon Web Services cloud-based system. It is also stepping up expansion of the solution for overseas insurers.

Laplay is a lead nurturing platform that combines health-management rewards and content to gradually raise interest in insurance. Users earn Laplay points through participatory gamification such as walking, exercise and sleep missions, attendance check-ins and quizzes. The points can be used not only to pay insurance premiums but also across everyday life, including buying books at Kyobo Book Centre, mobile gift certificates and T-money points.

Amid interest from overseas insurers in Laplay, Kyobo Lifeplanet has upgraded its architecture to a microservices structure and built a multi-country independent deployment environment.

AWS provides encryption by default for all data transmission and storage and holds more than 143 global security certifications, including SOC 1/2/3, ISO 27001 and PCI DSS. That allowed overseas insurers to focus on evaluating the business value of the solution without verifying infrastructure security, AWS said.

Laplay began its first overseas sales in 2025 and is currently in talks on additional expansion to multiple countries.

Kyung-hoon Noh (노경훈), head of AWS Korea's financial business, said Kyobo Lifeplanet is changing how customers experience insurance through Laplay and is creating synergy with AWS as it expands results proven in Korea into global markets. He said AWS will support Kyobo Lifeplanet in rapidly and reliably scaling services in multi-country environments through cloud infrastructure and generative and agentic AI services, including Amazon Bedrock.