Tokio Marine rebrands direct auto insurance unit to expand digital visibility

TMDI will operate alongside Tokio Marine Nichido.

Tokio Marine Holdings will rename its direct auto insurance unit E.design Insurance Co., Ltd. to Tokio Marine Direct Insurance Co., Ltd. (TMDI) effective 1 October, 2025.

The move aims to raise awareness of Tokio Marine Group’s direct insurance offerings and respond to changing customer preferences for digital and self-directed services. 

Established in 2009, E.design Insurance introduced the tech-enabled “\&e (Andy)” auto insurance in 2021. 

The rebrand will retain the company’s focus on usability and safe driving technology, while integrating more digital tools such as AI-driven apps and personalized communication.

TMDI will operate alongside Tokio Marine Nichido to create synergies between the group’s direct and agency insurance models.