Roojai
Invested August 2025
Profile
Roojai is the leading D2C insurance provider in Thailand, specialising in motor insurance, with additional offerings in health, personal accident, and travel insurance. Founded in 2015 by Nicolas Faquet, the company differentiates itself by adopting a segmented pricing approach, which represents a shift from the broader markets’ tariff-based approach. Operating in a predominantly broker-driven market, Roojai’s direct model enables greater control over the customer journey, faster service, higher satisfaction, and lower acquisition costs.
The business operates in both Thailand and Indonesia. The core Thai insurance carrier business is supported by Mr. Kumka, a price comparison platform, and an Indonesian MGA/brokerage business. Roojai entered the Indonesian market through the acquisition of Lifepal, a local brokerage platform, which provided a strategic entry point and brand presence in the highly fragmented and underpenetrated market.
Website www.roojai.com/en/
Headquarters
Bangkok, Thailand
Region
Asia
Sector
Insurance
Sub-sector
Auto-Insurance
Where did the idea behind Roojai come from?
Insurance in Southeast Asia has been dominated by traditional distribution channels, with limited product-market fit, uniform products, manual processes, high distribution cost and little technological innovation. At Roojai, we saw the opportunity to go direct to consumer to propose changes that were rejected by the traditional channels which strive on the status quo. We address these issues by offering highly customisable products, segmented pricing, and technology-driven cost savings which are specifically designed for online delivery.
Where do you see the company in 5 years?
Our vision is to build the first Pan-Asian digital retail insurer, delivering simple, affordable, and reliable insurance products, operating with a proven track record for growth and profitability, recognized by our customers for the quality of our services and differentiated by our technology.
What are the biggest opportunities for Roojai’s business?
The non-life insurance retail market presents significant opportunities for personalisation, digitalisation, and enhanced service quality. Online purchase has been generalising and has now reached the financial services industry opening the path for Roojai to become market leader on the car insurance vertical.
“Having a partner who is both supportive and intellectually rigorous, and who comprehends the intricacies of our work and the requirements necessary to realise our goals, is invaluable.”
— Nicolas Faquet, CEO and Founder
