Viriyah Insurance is shifting strategy away from price competition toward tailored coverage products aligned with customer purchasing power. The insurer is leveraging its existing auto insurance base to expand into non-motor segments (home, health, SME business coverage) with affordable, simple products targeting car users (V Motor Add On Plus at ฿500/year), homeowners (Home Fire 999 at ฿999/year), and SMEs (SMEs Peace of Mind 1,500). Non-motor premium grew ~18% year-to-date and is expected to reach ฿6 billion by end of year, outpacing the ฿5.7 billion target, representing 13% of total premiums with significant growth potential through existing agent networks.