On April 22, AIA held the AIA Malaysia 2021 CEO Media Briefing to show a glimpse into how AIA continues to uphold its purpose of helping Malaysians live Healthier, Longer, and Better Lives in the new normal.
“AIA is committed to supporting Malaysians’ health and financial goals through innovative solutions as well as creating opportunities to rebuild careers and establish long-lasting income,” it said.
A Decade of Providing Takaful Solutions to Malaysians
AIA PUBLIC Takaful Bhd. (APTB) is jointly owned by AIA Bhd., Public Bank Berhad and Public Islamic Bank Berhad. It is committed to offering the right Shariah solutions to meet the different life stage needs of Malaysians and empower them to live Healthier, Longer, Better Lives.
“We play an important role in driving growth and increasing the Family Takaful penetration in Malaysia,” said Elmie Aman Najas, Chief Executive Officer of AIA PUBLIC Takaful Bhd.
APTB is the first Takaful operator to adopt a 100% digital sales and recruitment process.
“Adoption was quick and seamless as 92% of APTB agents are 45 years old and younger (digitally savvy),” said Elmie.
With Malaysia’s unemployment rate hitting an all-time high due to the pandemic., APTB has helped many to rebuild careers and income through Elite Academy. It had a 79% increase in recruitment for new takaful Life Planners compared to in 2019.
In 2021, APTB has two main focus:
Focus 1: Innovative Solutions
APTB is putting effort into compelling health and wealth propositions in line with Healthier, Longer, Better Lives. It will also follow Value Based Intermediation (VBI) principles and meet the needs of their customers.
Focus 2: Growing Agency Model
APTB seeks to invest in the expansion of its premier agency network.
Driving Digital Insurance
AIA believes that new digital services require new kinds of insurance, therefore AIA has developed a new digital insurance offering that meets the digital consumers’ protection needs.
AIA has come up with simple and bite-sized products tailor-made for insuring the digital lifestyle. The products are available to be purchased on the spot, when and where digital products and services are being consumed. The products are entirely online and the process was created for a seamless customer experience – from purchase to claims.
AIA General commits itself as a digital insurance business with five key pillars:
- Distribution partners: Regional and local partners with common shared values
- Customer-led propositions: Scenario-based lifestyle solutions with simple and easy to understand coverage and low entry premium
- Technology platform: fit-for-purpose: Highly efficient platform to deliver seamless experiences for customers. Eases customers to buy and claim
- People: Building digital expertise in-house and leveraging start-up & e-commerce know-how
- New ways of working: Non-traditional insurance models – data & analytics driven organization