Our Story

Disruptors in an

The CXA story

We’re on a mission to improve employee health by shifting treatment spend to wellness and disease prevention.

It all began in 2013

Insurance industry veteran, Rosaline Koo, found that the industry could not resolve the rising cost of healthcare and that one-size-fits-all benefits could not meet diverse employee needs. So in 2013, she embarked on a mission to digitize the benefits and wellness value chain and to unleash the potential of data. She took her life savings of $5 million, borrowed that much again from the bank and set up CXA in her living room.



First came the launch with not one,
but three Fortune 500 clients.

3 Fortune 500 firms – from tech, financial services and manufacturing sectors became the first of many to join, giving Rosaline the confidence to buy Singapore’s largest local Employee Benefits broker (Pan), acquire more Fortune 500 clients, and expand CXA.



Opening in Hong Kong was
a major step forward.

From there, we grew our wellness provider network, signed our first distribution deal with a global insurer, and merged Pan into CXA Group.



China came next.

As we grew, we collected innovation awards along the way, and established a partnership with Fosun and Howden to expand CXA to 20 cities across Asia. We also acquired Shanghai and Beijing licenses and Medi-Plus, one of the largest medical check-up aggregators in China.



Our story continues.