MSIG Insurance (Hong Kong) Limited has launched a new marketing campaign aimed at strengthening its position in the domestic helper insurance segment.

The campaign, titled “Assured Helper, Confident Employer,” introduces a multi-channel promotional strategy designed to raise awareness of helper insurance and its role in supporting both employers and domestic workers. As part of the initiative, MSIG has appointed a well-known local personality as product ambassador to enhance engagement with its target audience of Hong Kong families.

Domestic helper market

Hong Kong’s labour landscape provides a strong backdrop for the campaign. The city is home to more than 360,000 foreign domestic helpers, alongside tens of thousands of part-time or hourly household workers. This sizeable workforce has created a sustained need for insurance solutions that address both employee welfare and employer liability.

The move aligns with broader trends in the insurance sector, where providers are investing more heavily in targeted products and personalised messaging to capture specific customer segments. In Hong Kong, helper insurance remains a key product line due to regulatory requirements and the prevalence of domestic employment arrangements.

Overall, MSIG’s campaign signals continued competition in the segment, as insurers seek to balance product innovation, accessibility, and brand positioning in order to capture a growing and essential market within the region’s household economy.